Silver Jeans Co. is launching two new technology-driven denim programs, one for its men’s collection and one for its women’s line, for Fall ’15.

The men’s line, E.M.C. Denim, which stands for “endurance, mobility, classic,” is engineered and tested for durability and performance. Each pair is made from ultra-lightweight denim, spanning 9 oz. to 11 oz., with up to two percent elastane and a soft hand feel.

E.M.C. jeans will feature a hangtag outlining the E.M.C. formula: (Max Durability x Rugged edge) + (Superior Comfort2 / Performance Flex) = E.M.C. DENIM.

The women’s Fluid Denim line, which is used in 45 percent of Silver Jeans Co.’s fall collection, offers ultra-soft shaping jeans with recovery. The line’s lightweight fabric, ranging from 9.25 oz. to 11 oz., is reinforced by up to two percent spandex. The brand says the fabric’s elastic quality can make women up to a full size smaller.

As part of the launch, Silver Jeans Co. will create a social media campaign around the hashtag #ShowUsYourS. The campaign will invite customers to photograph themselves in their jeans, while the “S” is a reference to brand’s signature S-scroll on their back pockets.

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