Apparel brand Van Heusen has launched 'Flex Collar' men's shirt which offers wearer's with an additional half inch of expanding collar comfort without wrinkling or compromising the collar structure.
“In development for nearly two years, the Flex Collar shirt has been developed in partnership with Talon International utilising Talon's proprietary TekFit stretch technology,” a Van Heusen press release said.
“This transforms an otherwise non-stretchable fabric into a fabric with the ability to stretch and recover without compromising the style, look or feel of the garment,” the PVH Corp managed brand added.
“We believe the Flex Collar shirt will be a game changer within the shirt category and are extremely proud to bring this shirt to consumers,” said David Sirkin, president of Dress Shirts at PVH Corp.
“The Van Heusen brand has been known for bringing innovation to dress shirts for almost 100 years and we are committed to continuing to do so,” Sirkin too added.
A comprehensive 360-degree marketing campaign will support the launch of the Van Heusen Flex Collar shirt and is anchored by highlighting iconic tight collar moments from classic movies to popular TV shows.
Further, as a long-time sponsor of the New York Giants, Van Heusen will unveil branded in-stadium creative and various digital shorts shot at MetLife Stadium.
This creative will star running back Rashad Jennings, guard Justin Pugh, center Weston Richburg, linebacker Devon Kennard, defensive tackle Jonathan Hankins and New York Giants' legend Jessie Armstead.
The unique and humorous videos showcase the players in situations where extra space equals more comfort and will be shown on local New York media and across the brand's social media channels.
Longtime Van Heusen spokesmen, Steve Young and Jerry Rice, along with fellow gridiron great, Merril Hoge, will be leveraged in the print and online elements of the campaign. (AR)
Fibre2Fashion News Desk – India