Lycra brand co-sponsors upcoming Kingpins to promote new stretch denim

Invista, owner of the Lycra brand, will use the upcoming Kingpins Show in NYC to preview a new technology platform for bi-stretch fabrics and a collaboration with Who What Wear addressing common "denim dilemmas."


The consumer research carried out by Invista last year identified loss of shape as the main issue afflicting stretch jeans - Invista

Jean Hegedus, global director of Invista's denim business, said the company has been tasked with educating the consumer about a new stretch denim innovation which holds shape, called Lycra DualFX technology. The brand has therefore teamed up with online shopping destination Who What Wear to launch a curated shop featuring product from 19 brands including Joe's, Good American and Citizens of Humanity, using the new Lycra technology.

Hegedus explains, “Last year we conducted an extensive consumer research project across five countries and found the main issue with stretch jeans was how they lost their shape as people moved throughout their daily activities."

These findings also inspired the new technology platform to be previewed at Kingpins, which will help manufacturers to select the right fabric for their product. Hegedus said the tool will illustrate different ways of achieving bi-stretch denim.

“Matching the right fabric with the right silhouette is always a challenge, but even more so when you have fabrics that stretch 360 degrees,” she added.

The new Lycra DualFX bi-stretch collection and experience will debut at Kingpins Show in New York City November 29-30 at Basketball City.

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