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Lycra Teams With Who What Wear to Solve Common Denim Dilemmas

Invista, owner of the Lycra brand, has launched a marketing campaign based on global consumer insights around denim.

The proprietary research revealed some of the frustrations women experience when wearing or shopping for jeans.

Lycra has teamed up with fashion editorial and shopping web site Who What Wear to promote jeans that solve the “denim dilemmas” revealed in the study. The web site’s Fall Denim Edit features jeans made with Lycra dualFX technology, the key ingredient that allows denim to keep its shape with longevity.

“The most common problems women had with jeans, like fit, comfort and shape retention, could be solved if the denim fabric contained Lycra dualFX technology,” said Rita Ratskoff, Invista’s senior denim marketing manager. “We developed a co-branded marketing program to educate millennial women about this technology and promote its unique benefits so they can love wearing jeans again.”

Lycra dualFX technology combines two Lycra brand fibers into one resilient yarn. One fiber provides super stretch while the other enables it to snap back to its original shape time after time. The two work in tandem to provide stretch denim fabrics that won’t stretch out.

[Read more about Lycra: Lycra Debuts New Technology for Knee-Highs]

Natalie Cantell, Who What Wear’s fashion director, said, “Getting jeans with the right fit in all the right places and then maintaining that fit once you’ve brought them home can be an elusive pursuit. That’s why we’re so excited to share the denim brands that are creating jeans with a truly great fit, thanks to Lycra dualFX technology.”

The co-branded marketing program is designed to help the millennial consumer take the guess work out of shopping for the best-fitting jeans. The special attributes of Lycra technologies and the leading brands that use them, are highlighted in content designed to be shareable.

Fiber brands have been exploring new ways to reach consumers. In February, Lenzing introduced the Tencel Branded Denim Shop on ShopStyle, highlighting more than 45 denim styles made with Tencel fiber.