A clothing company has unveiled a pair of high-tech jeans that are stretchy enough to be worn in the yoga studio.

Canadian brand Boulder Denim created pioneering trousers from a "memory shape" denim that maintains its shape and is stain and water resistant.

The innovative features mean the styles are tough enough for outdoor activities like rock climbing and hiking, and flexible and comfortable enough for yoga attire and day-to-day wear.

Photos on the company's Instagram page show women wearing the denim while raising their legs above their heads or crouched in yoga poses on mountaintops.


Prices for the jeans, available to buy worldwide, start at CAD$64 (NZD$74.50) but depend on the amount pledge and the rewards chosen. Fans are so keen they've pledged more than $214,000 on Kickstarter, more than 10 times the $20,000 goal.

But shoppers hoping to get their hands on a pair will have to act quickly and snap them up via the Boulder Denim Kickstarter page, which closes next week.

Founders Taz Barrett and Brad Spence, both climbing enthusiasts, came up with the idea after starting several businesses together.

Their hope is to create a brand that will become to rock climbing what sportswear giant Lululemon is to yoga.

The Kickstarter page explains: "What started as a stylish climbing pant has quickly evolved into a pant that is perfect for virtually any activity."

The jeans include key features that make them perfect for outdoor workouts, like a hidden zipper pocket that is large enough for a passport or a phone and reinforced stitching to make them more durable.

There are two women's styles available, a high-rise skinny and a mid-rise straight leg, which claim to flatter most body types.

Careful consideration has also been given to comfort.

A post shared by Boulder Denim (@boulderdenim) on

The website states: "Our unique contoured waistband sits lower in the front and higher in the back eliminating gaping and preventing the front from giving in when seated."

Boulder Denim plans to release other styles if they receive enough pledges in the campaign.

Select styles will be shipped three weeks after the Kickstarter campaign ends and other styles will be shipped before Christmas.