ariat_womenDALLAS, Feb 2, 2010 / FW/ — Known for its equestrian apparel and accessories, Ariat is taking the logical step of launching a performance denim line that is expected to be an instant favorite among horse aficionados and a cult favorite among denim lovers.

With denim experts Stefano Aldighieri (formerly of 7 for all Mankind) and Dan DiSanto, a Levi’s Premium veteran, taking the creative helm, the new Ariat Denim is an ideal mix of fit and fashion for both in the saddle and on the street.

“Inspired by the active Western lifestyle, our spring 2010 Ariat Denim collection utilizes modern washes, premium fabrics and innovative details for Ariat’s take on jeans,” said Megan Iwersen, Ariat’s vice president of apparel. “We created a versatile jean that works just as well in the saddle as it does out to dinner.”

ariat_menExpertly constructed from the inside out, offering a lived-in comfort without sacrificing style, Ariat Denim is made of 100% cotton ring-spun denim and comfort inseam.

Signature anchored belt loops, plus men’s patent-pending “Loop Lock” reinforced rear belt loop; no-see pocket lines and slimming back pockets for women and Men’s iPocket for electronics and extra deep front pockets, plus heavy-duty zippers and hardware, Ariat Denim has positioned itself as a serious contender in the jeans market.

Ariat Denim is now available nationally at select stores, with an expanded launch planned for fall 2010. Men’s styles retail for $54.95 to $59.95, and women’s styles retail for $64.95 to $69.95.

For more information about Ariat products or for the Ariat retailer nearest you, contact Ariat at 800.899.8141 or visit