United Arab Emirates, 15 January 2017:  Max, the largest value fashion brand in the region, has announced the launch of its latest Denim and Activewear collection for men, women and children. This season’s denim collection is inspired by antique indigo washes, in a deep and dark cast. The Activewear collection features a range of apparel for performance with a unique style that makes a powerful statement. Both collections will be available across all Max stores in the MENA region and online in UAE from January 18th.

Denim collection
This season’s denim collection will feature placement prints and 3D-effect slogans for men, and added embellishments for women. The classic vintage trucker is given a new sense of life with precise cut and fit modifications. Seam manipulations on oversized 80’s fits create new and shrunken fitted shapes while raw hems add eye catching interest to the appearance. The flowing elongated length of the long line shirt dress allows it to be used in two ways – either as a closed button jacket or a long-line dress. The classic denim shirt and the long line shirt dress are wardrobe essentials, while the prevailing cropped hemlines continue to make girlfriend jeans important denim wear this season. 

The super soft yet stylish jeggings are here to stay as it is the perfect blend of style and comfort, while the culotte is fast on its way to becoming a summer essential. With styles ranging from 

A-line mini to midi skirts, the button down skirt is crucial to the denim collection just like the 5 pocket jeans with eye catching destroyed and damaged details. The new denim collection comes with a complete new range of functional lightweight denim-wear for spring/summer 2017, like the bomber jacket.

Activewear collection 
In the Activewear line, the hoodie jacket features colour blocking details, contrast zippers, piping and trims with creative slogans making it a key product for the season. Linear outlines with reflective long tape prints and contrast trimmings make the Activewear pants a modern legging for performance. The deep armhole & neckline are highlights of the traditional loose knit top - an easy cover up for the gym. A crucial essential for this season is the knee length capri. The jacquard pattern detail is geometrically precise that maximizes the stretch fit, making a bold statement. Emerging from the 90’s sportswear the functional and elastic strap and hem becomes more graphic in the performance bra top that conveys strong motivational statements. The long lined vest has panel detailing with a shaped front that ends at the waist giving a flattering feel. The toned down neon shade & block texts highlights the bold, graphic message on these performance bottoms.

Both Denim and Activewear collections will be available in-store and online across the MENA region from January 18th 2017.