Home / Knowledge / News / Apparel/Garments / INVISTA debuts denim co-branding campaign
INVISTA debuts denim co-branding campaign
08
Sep '11
INVISTA, the manufacturer of LYCRA fiber, is releasing a co-branded marketing campaign with six leading denim brands during New York Fashion Week, September 8-15. The latest designs from 7 For All Mankind, Citizens of Humanity, DL1961, Henry & Belle, Marc Allison, and Calvin Klein are featured in a “POUR IT ON” rain theme that promotes the never saggy, never baggy, custom-like fit of jeans with LYCRA fabrics.

In addition to showcasing the latest styles from these brands, the new campaign will inform consumers where they can purchase the stylish jeans made with the comfort and high-performance of LYCRA fabrics. Commercials will run on monitors in New York City taxi cabs during New York Fashion Week.

According to Jean Hegedus, INVISTA's global marketing director for denim, the inspiration for the campaign was the fluid, intimate feel of water on the skin. Shot in a misty alley, “Pour It On” evokes a mysterious and sexy feel, focusing on the sleek, comfortable fit of jeans with LYCRA fabrics.

“More than 92 percent of female consumers in the U.S. are aware of the LYCRA brand and associate it with such positive attributes as high quality, modern, stylish and flexible,” Hegedus said. “That perception translates into jeans that hold their shape and provide a custom-like fit, as consumers will discover from the jeans offered by these denim brands.”

LYCRA fiber first appeared in denim during the mid 1970s. After decades of LYCRA fiber innovations for denim apparel, the brand evolved even further in 2006 when INVISTA introduced XFIT LYCRA fabric. The new technology allowed designers to develop denim that would stretch and recover in all directions, providing jeans with exceptional comfort and fit.

In 2011 LYCRA dualFX fabric was added to INVISTA's line of denim concepts, fulfilling consumer demand for jeans that could stretch 30 percent or more without compromising lasting fit and recovery. In March 2011, LYCRA Style fiber entered the marketplace with the highest recovery levels versus three leading brands of spandex in denim tests.

INVISTA

Must ReadView All

Courtesy: The Irish News/Christian Cowan (Google)

Fashion | On 24th Feb 2017

Google & Christian Cowan create 'really blue' jeans

Google has partnered with British fashion designer Christian Cowan to ...

Courtesy: Applied DNA Sciences

Apparel/Garments | On 24th Feb 2017

SigNatureT DNA can help prevent apparel counterfeiting

SigNatureT DNA is forensic molecular tag by Applied DNA Sciences...

Textiles | On 24th Feb 2017

Pakistan's textile exports down 1.54% in July-Jan FY17

The value of textile and garment exports made by Pakistan decreased...

Interviews View All

Riddhika Shah
SS Homme

'Worsted wool is the ideal fabric for menswear'

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search