Women’s denim brand NYDJ has launched Shape Sense Denim, a collection of three jeans styles featuring targeted shaping at the waist through The Lycra Company’s FitSense technology. The technology combines a dual-core yarn structure with a temperature-responsive fibre, allowing manufacturers to activate compression in specific areas after garment construction without altering the traditional look and feel of denim.

FitSense yarn is incorporated through the weft across the garment, after which a heat press activates the shaping effect in selected areas. According to The Lycra Company, the activated sections have lower fabric growth due to the yarn’s memory properties.

NYDJ’s Shape Sense jeans use a fabric composition of 69% cotton, 18% lyocell, 9% polypropylene and 4% elastane, with additional support and lift around the front and back waist while retaining volume through the lower legs.

The collection comprises the wide-leg Teresa, straight-fit Marilyn and slim Sheri, available in four washes and regular and petite sizes from 00 to 18. Alongside the launch, NYDJ has also partnered with CBS series Fire Country and Sheriff Country on a co-branded “Denim Country” campaign featuring wardrobe integration, exclusive content, social storytelling and a consumer giveaway running through 15 November.