Now: water repellant jeans

Seems a company called Cotton Inc has launched Storm jeans, where they apply water repellency treatment on the garment rather than the fabric. Good idea, because if you do the treatment on the fabric, that inhibits the post-stitching finishing potential of the jeans. You wouldn’t get the same interesting washes and hand. They claim these will offer “not only the comfort of cotton, but also wear better and longer, repel water and protect against the cold”. That sounds like a bit of stretch to me but it’s a good idea all the same, and quite easy and inexpensive to do. We enjoy innovation and I love stories about what folks are doing to push the envelope.