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Former Under Armour executives team to launch new denim brand

A pair of former Under Armour executives have teamed to launch a new, Pittsburgh-based denim brand.

The brand, Revtown, was founded by Henry Stafford and Steve Battista, both former top Under Armour staff members who worked together at the Baltimore brand for several years.

Revtown produces “premium” jeans that customers can order online for $75 a pair. The company said the jeans are built with a patented, stretchy fabric its calls Decade denim.

“With Decade Denim, we’ve created a level comfort, fit and feel that hasn’t been experienced in a pair of jeans,” said Revtown CEO Stafford in a statement. “And we’re proud to deliver our jeans directly to the consumer for less than half the price of a typical pair of designer jeans.”

Revtown also offers T-shirts, Henleys and polos made from Pima cotton.

Stafford, who left Under Armour in 2016, oversaw the company’s North American business. He was chief merchandising officer at American Eagle Outfitters before joining Under Armour.

Battista, who recently left the Baltimore-based athletic apparel brand, was senior vice president of brand creative. He’s Revtown’s chief marketing officer.

Another founding member of Revtown’s team, Matt Maasdam, its chief digital officer, also previously worked at Under Armour, leaving last year after working in e-commerce and merchandising.

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