NEW YORK--(BUSINESS WIRE)--INVISTA, owners of the LYCRA® brand, in concert with COSMOPOLITAN magazine, are launching a multi-faceted denim initiative, demonstrating the amazing custom-like fit of jeans made with the latest LYCRA® technologies. Three premium denim brands -- Joe’s®, Hudson® Jeans and DL1961 Premium Denim -- have incorporated these new fabrics into their lines and joined the campaign to get the word out to millennial consumers about where they can find these best-fitting jeans.
“We use LYCRA® fiber because building our product from the raw materials up allows us to create jeans with great styling plus great fabric performance,” said Peter Kim, founder and chief executive officer of Hudson® Jeans.
”XFIT technology by the LYCRA® brand is the foundation of our revolutionary denim. It is the key to the 4-way stretch and 360 degree movement that allows us to create garments that outperform everything in your closet,” notes Sarah Ahmed, creative director at DL1961 Premium Denim.
While it’s unusual for an ingredient brand such as LYCRA® fiber to communicate directly with consumers, INVISTA feels it is well worth the effort to help consumers sort out the jeans that can really help them look and feel great, from those that can lose their shape, and ultimately lead to consumer dissatisfaction. “By using some of our latest LYCRA® technologies, brands can create jeans that fit the consumer the same way in wear as they did when she tried them on,” said Rita Ratskoff, INVISTA’s denim manager for North America.
Joe Dahan, founder and creative director of Joe’s® agrees: “LYCRA® fiber is the power behind the great stretch and recovery of our Flawless jean.”
The initiative with Cosmopolitan also includes an eight-page “Jean Scene” insert in the October edition of COSMOPOLITAN and features actresses from several popular shows on the CW Network wearing the jeans, and a Tweetstakes where consumers can tweet a message about jeans with LYCRA® fiber to enter for their chance to win jeans from the premium denim brands. With their smartphones, consumers can also access a behind–the-scenes video to hear what the actresses had to say about the jeans, and a popular denim blogger will style looks with the premium jeans posted to #LYCRAmovesDENIM on Instagram. The three participating brands will also be sharing components of the campaign with their followers on social media.
For additional information on the denim initiative and to find out where you can purchase jeans with the latest LYCRA ® technologies, find us on Instagram or Twitter (@LYCRAbrand) or search #LYCRAmovesDENIM.
INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications. With a business presence in over 20 countries, INVISTA delivers exceptional value for its customers through market insights and technology innovations, along with a powerful portfolio of some of the most recognized global brands and trademarks in their respective industries including: COOLMAX®, CORDURA®, LYCRA®, POLARGUARD®, SOLARMAX®, SUPPLEX®, TACTEL®, and THERMOLITE®. More information on INVISTA can be found at www.INVISTA.com.
LYCRA® is a trademark of INVISTA.