Peter Golding - Stretch Denim

Stretch Denim

The ACE store was the platform from which Golding created and launched the world's first stretch denim jean in 1978.

Design development and early production began in the mid 70s,as a response to the changing profile of the average jeans wearer. Golding found the solution to the demand for close-fitting jeans in a Japanese stretch indigo denim fabric (96% cotton 4% spandex) and then a sateen stretch fabric in black and plain dyed colours (98% cotton 2% spandex).
The original product was launched in the UK through the ACE store and other outlets, but was swiftly marketed to the US with great success, stocked by celebrity retailers including Fred Segal and Bloomingdales, and worn by LA's music fraternity: Stray Cats, Jeff Beck, Guns N' Roses, Fleetwood Mac, Madonna, Darryl Hall and John Oates, Van Halen, Gloria Estefan, Janet Jackson, Steve Miller and others including of course the Rolling Stones..His distinctive cuts included the Rock Fit, Chelsea Cut, 2-way Cut and Original Stretch.
Production of the stretch jean required an in-depth study of the performance of the fabric - namely shrinkage and stretchability and fit.
The Peter Golding brand remained dedicated to the design and technology of stretch denim and other fabrics right through the eighties and nineties and beyond,as the brand expanded the range to include numerous jean fits, skirts, and jackets as well as his Ace inspired glamorous T-shirts and tops.
In October 2002 Jerry Hall kindly agreed to be featured in an article by Hilary Alexander for the Daily Telegraph with photographs by David Bailey to celebrate the 25th anniversary of Peter Golding Stretch Jeans since 1978.