Dive Brief:

• Revtown, based in Pittsburgh, PA, is a new pure-play e-commerce brand launched Wednesday featuring men's performance denim and casual shirts, according to a company press release emailed to Retail Dive. A women's collection is in design for next year, the company said. 

• Revtown was founded by Henry Stafford, CEO, and Steve Battista, according to the release. Stafford was chief merchandising officer at American Eagle Outfitters before overseeing Under Armour's North American business through 2016. Battista was one of Under Armour's first employees, and worked there for 17 years, most recently as head of brand and creative.

• The company's founders also include Chief Digital Officer Matthew Maasdam, who ran Under Armour's e-commerce Operations, and CFO Chris Lust, founder and partner of Dock Street Capital Management and SLC Capital Management. 

Dive Insight:

Several brands are taking advantage of various fiber blends to increase stretch and other performance attributes in denim. American Eagle, for example, created a denim gallery in its New York City concept store featuring custom denim repurposed from previous collections.

Revtown joins several other denim companies like DSTLD, Everlane, One Denim and Gustin as online-only offerings, although Everlane, like many once pure-play retailers, is now opening physical stores.

Stafford and Battista turned to "some of the top designers and engineers from the most innovative athletic apparel brands today, complemented by a denim manufacturing team that has made over 150 million pairs of jeans, with a combined 100 years of denim production experience." Jeans come in two fits, a refined, dress "sharp" style and a comfort "automatic" style designed to be "mobile, not baggy, providing ultimate comfort without having to size up." The company also offers pima cotton​ shirts in four styles.

While the brand doesn't have a subscription service, customers can combine their orders and save with a service called "Revtown Crates," where they can buy two pairs of jeans and any three shirts for $210, which Stafford claims is "less than half the price of a typical pair of designer jeans."