BYLT, the men’s and women’s performance-driven casual and activewear brand, is taking on denim.

The Irvine, Calif.-based DTC brand recently launched the Everyday Denim Collection, a line of men’s jeans and overshirts engineered to eliminate the break-in period typically required for authentic-looking denim.

The collection is designed to transition seamlessly from work to the weekend and provide unrestricted movement. Elevated washes, along with modern slim and classic fits, bring together style and function. Each style also features a hidden pocket. The retail price for both the shirts and jeans is $118 each.

“The collection is made from premium performance stretch denim and takes everything we love about the classic look of denim,” said Davide Mattucci, BYLT’s chief marketing officer. Fabrics are a 76.5 percent cotton, 22 percent polyester and 1.5 percent spandex blend. Mattucci noted that the 14-ounce fabrics have a “substantial denim-feel” that is “designed to deliver the structure and weight consumers expect from premium quality denim but with stretch for greater comfort and ease of movement.”

The denim collection fits into BYLT’s robust line-up of performance-driven apparel. The brand is known for fabrics with 4-way stretch, wrinkle resistance, moisture-wicking technology and UPF 50+ protection. Mattucci added that denim was a “no-brainer” because of how foundational it is in the everyday wardrobe.

“We felt like consumers have had to choose between the structure of classic denim and the comfort they’ve come to expect from modern technically infused apparel,” he said. “BYLT has always focused on creating modern essentials that don’t compromise on comfort but still deliver timeless style, so we saw this as a gap in the market to bring that same philosophy to denim. The result is a denim collection that looks and feels timeless and elevated, [and] still offers the stretch and ease of wear to wear comfortably from day one.”

Consumer feedback and insights informed the collection’s polished fits and washes. Mattucci said the brand approached denim with the same fit strategy that helped it develop its popular Everyday bottoms franchise. It also relied on consumer testing to perfect the fits. “We aimed to create silhouettes that felt modern and refined without compromising on comfort,” he said. “The goal was to create a fit that feels right from the first wear, without the stiffness or break-in that comes with premium denim.”

BYLT is in it for the long haul. “We’ll listen to our consumers to understand if there’s additional opportunity, but for us denim is a modern essential and the plan is to continue to slowly grow the category in ways that align to our overall merchandising strategy,” Mattucci said. “If BYLT shoppers are looking for it, we’ll always listen and react quickly to making sure we provide their wardrobe staples.”

He added, “Our goal isn’t simply to add denim as a bolt-on set of products, but to establish a new everyday essential that reflects what consumers already know and love about BYLT. We see a significant opportunity to build denim into a long-term category that continues to grow season after season,” Mattucci said.