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Solvay's Rhodia to show Emana at Denim by Première Vision
Nov '14
Rhodia, the synthetic fibre and polymer specialist from France, is prepping up to showcase its first-ever line of skin and body friendly jeans, Emana Denim, at the forthcoming edition of the Barcelonan denim-led trade fair, Denim by Première Vision, slated to be held from November 19 to 20, 2014.

Made of bioactive-mineral-based polyamide yarns, which help in reducing the cellulite appearance, the line was first launched in New York and then in Brazil in partnership with the Brazilian designer Alexandre Herchcovitch during Fashion Rio’s November, 2013’s calendar.

The jean’s innovative yarns absorb the human body and returns infrared rays that interact with the body, thereby promoting skin benefits like increased firmness, smoothness, elasticity and cellulite reduction.

In addition to its skin benefits, the scientifically-proven technology enhanced jeans, which was made by a team of research and development professionals with an investment of over seven million dollars, adds extra softness and lightness to the denim fabric.

While speaking about the collection, the Rhodia owner Solvay Group’s head of Fibras, Renato Boaventura, said “We are reaching a moment of consolidation of Emana Denim in the world. With more than a hundred brands certified, Emana Denim is already a success in Latin America, Asia, and now we're presenting at the important denim market. With this product, Solvay, will help all women all over the world to take care of their bodies and become them more beautiful.”

The denim has been recently selected in the Best Product Innovation category of the ICIS Innovation Awards 2014, a ceremony which recognises innovations in the global chemical industry.

Commenting on the selection for the award, Boaventura said “For the Solvay group, the award for Emana is a source of pride in Brazilian technology being recognized by the global chemical community as the best product innovation in 2014.”

In Europe, Emana is produced and distributed in exclusivity by Fulgar, a global leading manufacturer of elastic covered spandex yarns.

Founded in 1998, Rhodia, which is a part of the Belgian chemical company Solvay, serves the consumer goods, automotive, energy, manufacturing and processes and electronics markets. The firm has 65 production sites worldwide, four research centres and four joint laboratories.

Established in 1863, Brussels-based Solvay assists industries in finding and implementing more responsible and value-creating solutions. It serves many markets, varying from energy and the environment to automotive and aeronautics or electricity and electronics. With a manpower of about 29,400 people in 56 countries, the company generated 9.9 billion € in net sales in 2013. (PB)

Fibre2fashion News Desk - India

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