PRESS RELEASE: INVISTA is pleased to announce it will be co-sponsoring and exhibiting at the upcoming Kingpins show in Amsterdam on the 29th / 30th October for the second season. In addition to showcasing its global collection, the company will debut its new brand imagery to the European denim market, and preview several new fabric innovations, including COOLMAX fabric blended with TENCEL fibre.
In recognition of the growing trend toward athleisure wear, INVISTA and Lenzing AG have been working on the development and promotion of this innovative new denim concept. The combination will provide wearers with cool dry comfort, softness, and sustainability – all in one fabric.
The two fibre companies began working together in 2013 when they announced the results of a study on the benefits of combining Lenzing’s TENCEL fibre with INVISTA’s dualFX technology by LYCRA brand. Now, by extending that collaboration to new fibre blends, the companies are aiming to leverage their strengths in performance, fashion, and sustainability to bring a unique offering to the women’s denim market.
According to Jean Hegedus, INVISTA’s Marketing Director for Denim, today’s consumers expect more from their denim, and these fabrics can deliver on the benefits female consumers are seeking. “Recent studies* by INVISTA confirm that women are looking for more performance attributes in their clothing as well as aesthetic features such as soft hand. COOLMAX fabrics blended with TENCEL meet both of these needs as well as providing consumers with a sustainable option.”
One of INVISTA’s offerings that can be used is COOLMAX® ECOMADE fibre that is made from 97 percent recycled polyester. Lenzing’s TENCEL is made from wood pulp, a renewable raw material, which is then processed through a closed loop system to create an ecologically responsible fibre. Michael Kininmonth, Lenzing’s denim developer, said “TENCEL is recognised throughout the industry for its sustainable qualities as well as its softness and strength. By combining TENCEL fibre with COOLMAX® fabric we can provide added performance benefits that appeal to the contemporary consumer.”