Designer Q and A - M2F

First off, I would like you to know that I personally saw M2F jeans when I was at Coterie. I can say unequivocally that there is a visible distinction in the color texture between M2F's colored denim fabrics and those of other manufacturers. M2F is giving us a REAL pair of pink jeans or green jeans with that characteristic blend of white and color yarns that makes jeans, well, jeans. And not a pair of pants shaped like jeans and dyed a solid pink or green. Jessie's recent post inspired us to make a closer examination of the M2F claims about the uniqueness of their colored jeans.I got an interview with Terry Siegel, co-founder and designer of M2F, who explained their process and gave me some comparison pictures (below).

ordinary olive denim vs. M2F olive stonewashed denim-12-16.jpg

M2F daffodil before-after wash comp-12-16.jpg

Q: Terry, you say that your proprietary yarn technology allows white yarn to show through the dyed yarn and gives your jeans their characteristic appearance. Can you amplify on this briefly and in lay terms for Denimology's readers?

A: We are the first brand in the history of fashion to produce an unlimited range of colored denim that looks like indigo dyed jeans when stone washed, sanded, whiskered or grinded.This includes the color fading, highs & lows and white yarns that make blue jeans so unique. If you examine a pair of colored jeans from any number of brands around the world, there are no white yarns, fading or highs & lows. No matter how many times ordinary colored jeans are washed, they will always and forever be a solid colored pant. Until we invented Made 2 Fade™ yarn, which all of our denim fabrics are made from, it was impossible to produce colored jeans that replicate the true vintage look of stonewashed jeans.

Q: At various times you have said that your company "invented" this technology, that its a "trade secret", and that you have "worldwide rights" to it. Can you please clarify?

A: Unlike typical blue jean brands, our company was founded as a yarn technology company first and a jean brand second. Before we designed our first pair of jeans, we spent three years developing Made 2 Fade™ yarn and various Made 2 Fade™ denim fabrics. We produce Made 2 Fade™ yarn in our own factory, then outsource the weaving and finishing of our fabrics with various weaving Mills. I am often asked if we have a patent on our yarn technology. The answer is no and that is by choice. Before we launched M2F™ Brand Denims, we consulted with a variety of Intellectual Property attorneys in the USA and Asia who recommended we keep our technology a closely held Trade Secret. When I say we control the worldwide rights to our yarn, what I mean is this: Unless we agree to sell our yarn to a denim weaving mill, who in turn sells Made 2 Fade™ fabric to various jean brands, we will remain the only jean brand in the world using Made 2 Fade™ yarn.

Q: What colors do you offer now? Are you planning any others for the near future?

A: Each and every jean we produce is individually colored in a garment dye process called Clear H20 Colors™. This gives us the flexibility to offer a large number of colors each season. Our Fall 2010 collection included neutral fashion shades of black, olive, brown, navy, burgundy and teal, as well as jewel tones in red, purple, turquoise and green. Our Spring 2011 collection includes neutral shades of light brown, charcoal grey and off white, in addition to a range of pastel shades named after spring flowers, including rose, bluebell, daffodil, starflower, tiger lily and lavender.

Q: What happens when you wash the jeans, will they fade even more?

A: The one area our jeans are different than blue jeans is color fastness after processing. Whereas blue jeans continue to fade in home washings, M2F Brand Denims will not lose color over time. Once we finalize our stonewashed shade standard, the store bought jean will stay the same wash after wash.

Q: Do you use stretch, or are your jeans 100% cotton?

A: Our fabric is a fine gauge combed cotton blended with 2% spandex. In addition to our unique colors and vintage washes & finishes, women single out the buttery soft hand feel and comfort of our jeans as the reason they love what were doing.

Q: What kinds of fits and styles do you currently offer and what are your trend predictions?

A: We have three styles in the market for Fall 2010: A relaxed fit straight leg jean, vintage modern boot cut jean and slim fit skinny leg jean. For Spring 2011, we go forward with those three styles and add a flair leg jean, mini short and longer cuffed short. For Summer 2011 we offer a capri length jean as well. As for trend predictions, I think more and more designers are looking to non traditional denim styles such as cargo pocket and trouser jeans to add newness to their denim assortments.

Q: Is there anything else you would like our readers to know?

A: We are changing the way women think about jeans one color at a time.

Lisette: 20/12/10

Permanent Link Posted by Lisette on 20/12/10

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Jessie, Editor of Denimology

The whole point I was making is this, people have seen pastel jeans before. I know they exist because I own them. Without seeing them in person, I suppose, I can't see the difference.

Guest

The jeans in the background are jeans that do not have the white yarn. The ones in front are the M2F where you can see the white yarn clearly:-)

Jessie, Editor of Denimology

The point I am making is that, normal pastel jeans, NOT cotton dyed and sewn in the shape of jeans, don't look so different. Not earth shattering. Again, I must see them in person to understand the difference. I'm sure they are brilliant really but I can't tell from only pictures. They are welcome to send a pair for me to look at.