P3R’s client Denim Of Virtue relaunches with a new collection that puts the “premium” back in premium denim.

If the name sounds familiar, it’s because P3R‘s client Denim of Virtue was a celebrity and editor favorite during its six year first go round, selling at “A” door retailers like Fred Segal, American Rag, H. Lorenzo, and Intermix. After taking a year to regroup, this made-in-L.A. brand has refocused the line’s aesthetic to be all about the most luxurious fabrics and creating the perfect fit.

“We didn’t want to just throw ourselves back into the ‘premium denim’ market without delivering a product that was truly luxe and worthy of the name. That was part of our Virtue…giving our customer denim that feels so good on they won’t want to take it off, and really introducing looks that stand out in the marketplace,” says the brand’s designer, Elizabeth Bae.

Sourcing the globe for the very best in denim fabrics, DOV brought in new technology “X-Fit” — a four way stretch material (versus the standard 2 way) that provides an unparalleled slimming effect. Then there is the premium Italian denim Candiani, which possesses the type of significant durability they were seeking for their core basics. They looked to France for the “Cool 12” fabric when constructing their Boyfriend style because of the material’s use of Tencel, which allowed for a super soft, yet durable feel that makes it impossible to take off the body. Finally, for DOV’s coated styles, they imported a specialty fabric from Spain that boasts an uber-soft wash process.

The fit was not only perfected by the introduction of the highest grade denim fabrics — the back pockets were raised and sit strategically at the crown of the derriere, instantly lifting it and lengthening the legs at the same time.

The new collection features innovative women’s and men’s designs such as coated denim with laser, color blocking, and two-tone cuffs. In addition to the core collection — which retails at $180-$240 — there is also a variety of intricately detailed fashion pieces that will run about $360-$400.

How do you like to wear your jeans?

P3R Publicity is a full-service PR firm based in Los Angeles servicing fashion, hospitality, consumer goods, non-profits, talent and lifestyle brands. Visit us at www.myp3r.com.