21 Oct 2013
STRENGTH IS IN THE JEANS
Levi’s® and Dyneema® Form a Dynamic Duo with the New, Longer-lasting Stay-Strong Jeans
The Netherlands, 21 October 2013 - DSM, the producer of Ultra-High Molecular Weight Polyethylene (UHMwPE), branded as Dyneema®, has joined forces with an American ‘icon of cool’ – Levi’s® 501® jeans – to create the perfect blend of strength, durability and style. Dyneema®, the world’s strongest fiber™, protects law enforcement officers, protects hands of auto-workers in the metal industry from cuts and protects cyclists sliding on the road. And now this powerful fiber can be found in Levi’s® 501® Warrior and Trooper styles.
Why make a pair of tough jeans even tougher? Because any jeans-lover will tell you: there’s a fine line between breaking them in and wearing them out. The addition of Dyneema® fibers in the new jeans fabric cotton blend, brings a 25% performance improvement in abrasion resistance and strength over traditional jeans of the same weight. They last longer. They stay stronger. Whether it’s through skateboarding spills or seasons of yard work, these jeans won’t wimp out. And unlike other high strength fibers, Dyneema® is soft and supple, so the jeans retain their comfort and fit.
Durable, strong jeans – they make consumers happy and they last longer. Both Levi Strauss & Co and DSM are committed to reducing their carbon footprint by creating sturdy, long-lasting products. It’s a concept that can be applied to countless other goods – from creating high-performance sports gear to making safer and tougher work clothes.
“The reputation of the Dyneema® brand has been forged in some of the toughest environments,” says DSM Dyneema president Gerard de Reuver. “We’re proud to be able to transfer the inherent properties of the fiber into a whole new range of consumer goods by collaborating with our customers.”
Reader enquiries
Dyneema
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6167 RD Geleen
Netherlands
Notes for editors
About DSM Dyneema
DSM Dyneema is the inventor and manufacturer of Ultra High Molecular Weight PolyEthylene (UHMWPE) fiber branded as Dyneema®, the world’s strongest fiber™. Dyneema® offers maximum strength combined with minimum weight. It is up to 15 times stronger than quality steel and up to 40% stronger than aramid fibers, both on weight for weight basis. Dyneema® fiber floats on water and is extremely durable and resistant to moisture, UV light and chemicals. The applications are therefore more or less unlimited. Dyneema® is an important component in ropes, cables and nets in the fishing, shipping and offshore industries. Dyneema® is also used in safety gloves for the metalworking industry and in fine yarns for applications in sporting goods and the medical sector. In addition, Dyneema® is also used in bullet resistant armor and clothing for police and military personnel.
UHMWPE fiber from DSM Dyneema is produced in Heerlen (The Netherlands) and in Greenville, North Carolina (U.S.A.). DSM Dyneema is also a partner in a high modulus polyethylene (HMPE) manufacturing joint venture in Japan. Further information on DSM Dyneema is available at www.dyneema.com.
DSM - Bright Science. Brighter Living.™
Royal DSM is a global science-based company active in health, nutrition and materials. By connecting its unique competences in Life Sciences and Materials Sciences DSM is driving economic prosperity, environmental progress and social advances to create sustainable value for all stakeholders. DSM delivers innovative solutions that nourish, protect and improve performance in global markets such as food and dietary supplements, personal care, feed, pharmaceuticals, medical devices, automotive, paints, electrical and electronics, life protection, alternative energy and bio-based materials. DSM’s 23,500 employees deliver annual net sales of about €9 billion. The company is listed on NYSE Euronext. More information can be found at www.dsm.com.
Dyneema® and Dyneema®, the world’s strongest fiber™ are trademarks of DSM. Use of these trademarks is prohibited unless strictly authorized.
All other trademarks are the property of their respective owners.
Related images
Levi’s® and Dyneema® Form a Dynamic Duo with the New, Longer-lasting Stay-Strong Jeans.
(Photo DSM Dyneema, DYNPR257)
Editorial enquiries
Nathali Donatz
Dyneema
Anouk Luykx
EMG