LYCRA® Brand and Who What Wear Collaborate on Solving Common Denim Dilemmas

September 20, 2017 - fall Denim

WILMINGTON, Del.–(BUSINESS WIRE)–INVISTA, owners of a LYCRA® code and a personality in developing
market-driven innovations for a weave industry, has launched a new
selling debate formed on tellurian consumer insights* around denim. The
exclusive investigate suggested some of a frustrations women experience
when wearing or selling for jeans.

“The many common problems women had with jeans like fit, comfort and
figure retention, could be solved if a denim fabric contained LYCRA®
dualFX® technology,” pronounced Rita Ratskoff, INVISTA’s comparison denim
selling manager. “We grown a co-branded selling module to
teach millennial women about this record and foster a unique
advantages so they can adore wearing jeans again.”

To strech this aim audience, a LYCRA® code teamed adult with Who What
Wear, a heading conform editorial and selling website, to foster jeans
that solve a “denim dilemmas” suggested in a study. The website’s
FALL DENIM EDIT facilities jeans done with LYCRA® dualFX® technology, the
pivotal part that allows denim to keep a shape, all day, each day.

LYCRA® dualFX® record combines dual LYCRA® code fibers into one
volatile yarn. One fiber provides super widen while a other enables
it to snap behind to a strange figure time after time. The dual work in
tandem to yield widen denim fabrics that won’t widen out.

According to Natalie Cantell, Who What Wear’s conform director, “Getting
jeans with a right fit in all a right places — and afterwards maintaining
that fit once you’ve brought them home — can be an fugitive pursuit.
That’s because we’re so vehement to share a denim brands that are creating
jeans with a truly good fit, interjection to LYCRA® dualFX® technology.”

The co-branded selling module is designed to assistance a millennial
consumer take a theory work out of selling for a best-fitting jeans.
The singular attributes of LYCRA® technologies, and a heading brands
that use them, are highlighted in calm designed to be shareable,

  • Influencer interviews – Discover a AMERICAN EAGLE OUTFITTERS jeans
    done with LYCRA® dualFX® record that Gina Ybarra of Hunt
    for Styles 
    can’t live without.
  • Shopping tips – Blogger Michelle Madsen of Take Aim tells
    readers how to find their possess favorite span by looking for LYCRA®
    dualFX® technology.
  • Videos that plead denim dilemmas and offer solutions – OLD NAVY
    Built-In Sculpt Rockstar Jeans with LYCRA® BEAUTY moulding technology
    absolutely sculpts curves even when women are on a move, and offers
    a well-spoken conformation that stops spare jeans from apropos boring.

“Most women consider that anticipating a right cut and distance is a tip to
great-fitting jeans, though this enchanting calm shows how critical it is
to demeanour during a record stealing inside a fabric as well,” Cantell

Visit Who What Wear to try a “FALL
” and see a latest elements of this digital and social
media campaign. The Curated
Denim Shop
facilities a conform editors’ favorite jeans for fall
that underline LYCRA® dualFX® technology.

For some-more information on LYCRA® dualFX® technology, revisit this


With heading brands including LYCRA®, COOLMAX®,
®, INVISTA is one of a world’s
largest integrated producers of chemical intermediates, polymers and
fibers. The company’s advantaged technologies for nylon, spandex and
polyester are used to furnish clothing, carpet, automobile tools and countless
other bland products. Headquartered in a United States, INVISTA
operates in some-more than 20 countries and has about 10,000 employees. For
some-more information, revisit,

About Who What Wear

Who What Wear is digital conform announcement and village for women
meddlesome in building their personal character and shopping. Who What
Wear is owned and operated by
 Clique Media Group, a global
media, marketing, and consumer brands company. Through a brands—
What Wear,
 MyDomaine, Byrdie, CollegeFashionista, The
, and Obsessee—CMG
combines a energy of information scholarship with a consultant editorial group to
emanate calm and products that millennial women and Gen Z girls crave.

* Women’s Denim Research by 2CV Research, Oct 2016

LYCRA® and dualFX® are trademarks of INVISTA.

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› tags: fall Denim /