VF Corporation

VF Corporation

Designing jeans that fit better


VF Corporation, owner of the Lee and Riders by Lee brands, challenged Innovia to help identify new approaches and features to create a wow in the experience of fit for women’s jeans.


We began by exploring the different factors that make this experience, including consistently finding the right fit, and flattering the body during wear. We then identified a broad range of functional enablers, such as changes to garment construction, new weaving techniques, engineered stretch and novel fastenings. The insights generated by this process formed the foundation for an extensive portfolio of opportunities. Innovia developed proof of principle demonstrators to illustrate the improvements in fit, and created early-stage consumer communication platforms for the lead concepts.


Lee Shapetastic™ is the first garment developed by the collaboration. This patent pending product was launched for Fall/Winter 2012. As well as this immediate success, Innovia created a pipeline of actionable concepts that VF are developing for upcoming seasons.