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Denim Meets Yoga…Riders(R) by Lee(R) Launches Heavenly TouchTM Denim

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Riders(R) by Lee(R), long known for designing jeans, tops, and casuals that fit and flatter women of all shapes and sizes at an affordable price, today announced the launch of its newest innovation – Heavenly TouchTM Denim – that will be hitting stores October 1st. Women can now have the best of both worlds with the softness of her favorite sweats or yoga pants, and the slimming fit qualities of Riders by Lee.

“In the past few years, we’re seeing that the denim market is now competing with leisurewear and knits, such as yoga pants and leggings. Heavenly Touch denim is the result of that trend and the desire for softness. It brings together the comfort and stretch of yoga pants and the slimming capabilities of premium denim. The same capabilities consumers have come to know and love from Riders by Lee jeans,” said Joyce Markwell, vice president of merchandising for Riders by Lee. “We pride ourselves on designing stylish clothing that women want to wear because it makes them look and feel their best. Heavenly Touch allows us to meet the needs of our consumers by providing them with a soft and slimming option that is perfect for a wide variety of occasions.”

Touching is believing with Heavenly Touch denim; the innovative fabric construction is brushed inside and out to create an ultra-soft feel that will have everyone calling these the “Oh-so-soft-jean!” The favorite Riders by Lee slimming qualities such as a tummy-control panel and no-gap waistband are still present in the new line, but some key modern upgrades add even more value.

Heavenly Touch denim is an innovative Slimming StretchTM fabric that provides superior fit for all body types, stretch that moves with the body without bagging out at the end of the day, and the previously unmatched comfort of knit pants. Riders by Lee conducted extensive fit testing on the jeans offering numerous groups of real women the chance to wear them through all their daily activities from Saturday morning soccer to Saturday night on the town.

The jeans proved able to stand up to real-life testing without losing their shape. The versatile mid-rise jeans are available in skinny leg and boot cut styles.

Along with the Heavenly Touch styles, Riders by Lee’s Fall 2014 line features the brand’s classic jean styles, such as Modern Fit, Glitz and Slender StretchTM, casual pants, tops, and plus-sized styles. All styles retail for around $20 or less at value-minded retailers nationwide, providing a range of affordable options to help women look and feel their best.

For more information about Riders by Lee, please visit www.RiderbyLee.com, also visit the brand on Facebook, www.Facebook.com/RidersbyLee, Instagram, www.Instagram.com/RidersbyLee, Twitter, @RidersbyLee, or Pinterest, www.Pinterest.com/RidersbyLee.

About the Riders(R) by Lee(R) brand

The Riders(R) by Lee(R) brand is known for affordable, fashionable and innovative clothes for women of all ages, shapes and sizes. Retailing for around $20, the styles are developed to fit real women’s body shapes and provide the fit solutions specific to the individual needs. Riders(R) by Lee(R) jeans, casuals and tops are available at value-minded retailers nationwide. For more information about Riders(R) by Lee(R) or to locate a retailer, visit www.RiderbyLee.com or call 1.800.874.3370.

Riders(R) by Lee(R) is brand owned by VF Corporation (NYSE:VFC) , which is a global leader in the design, manufacture, marketing and distribution of branded lifestyle apparel, footwear and accessories. The company’s highly diversified portfolio of 30 powerful brands spans numerous geographies, product categories, consumer demographics and sales channels, giving VF a unique industry position and the ability to create sustainable, long-term growth for our customers and shareholders. The company’s largest brands are The North Face(R), Vans(R), Timberland(R), Wrangler(R), Lee(R) and Nautica(R). For more information, visit www.vfc.com.

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