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VF wins Edison Award for Lee JadeFusion Denim™

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VF wins Edison Award for Lee JadeFusion Denim™

May 4, 2016

VF Corporation and its Lee® brand in Asia have received the company’s first Edison Award™ – winning the Bronze award in the Materials Science category for Lee JadeFusion Denim™.  VF is among a small number of apparel companies to have received this prestigious Award.

By utilizing groundbreaking technologies, Lee's JadeFusion Denim™ integrates particles from jade gemstones with treated cotton to create a new patent pending fabric that provides superior temperature regulation, more wicking power and quicker drying time than traditional denim. JadeFusion Denim™ offers consumers in Asia refreshing comfort and style even in the hot and humid summer months.

Jade Fusion by Lee

Being recognized with an Edison Award is one of the highest accolades a company can receive in the name of innovation. Edison Awards nominees were judged by a panel of more than 3,000 leading business executives, including past award winners, academics, and leaders in the fields of product development, design, engineering, science and medical. 

“At VF, innovation all starts with the consumer – understanding their needs so that we can design purposeful and compelling products,” said Stephen Dull, VF’s Vice President of Strategy & Innovation. “Our corporate innovation team collaborated with our Lee® brand and a global network of universities, labs and mills to research and develop the JadeFusion line, ultimately addressing the consumer pain point of denim discomfort in hot, humid climates.”

Story of Innovation: How Lee JadeFusion Denim™ came to life

Through its focus on consumer insights and innovation, VF determined that consumers in the Asia Pacific region avoid denim in hot and humid weather due to its lack of breathability and stickiness.

Materials experts and scientists from VF, the Lee brand and outside partners tested more than 60 materials and determined that jade particles woven into yarn combined with treated cotton could create significantly cooler denim. The fabric then went through extensive design tests and consumer testing. Jade stone also offers an emotional appeal for consumers as jade is revered in China for its protective properties.

JadeFusion Denim™ demonstrates VF’s test and learn approach and focus on consumer research to develop superior products. Lee recently introduced the second iteration of denim in this line, Magma, in late 2015.