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Now you can take a move with Lycra Fusion fibre

14
Oct '09
INVISTA, one of the world's largest integrated producers of fibres and polymers and the owner of the LYCRA fibre brand, launched a new technology to the trade at its international LYCRA fibre MOVES event in Verona on 8th October. The innovation promises to push boundaries with the legwear industry and design world.

The LYCRA fibre MOVES event welcomed over 300 key players from 24 countries worldwide to celebrate the launch of LYCRA Fusion fibre. Developing technologies that ultimately respond to consumer needs is fundamental to driving the hosiery sector and LYCRA Fusion fibre offers a solution to problems encountered by many consumers. 'Ladders' in hosiery – an abrasion on the surface of hosiery which breaks the knit – is a common occurrence and the introduction of INVISTA's latest innovation is expected to set a new benchmark in textiles for apparel applications.

LYCRA Fusion fibre
LYCRA Fusion fibre is based on a new patent-pending technology. This bi-component technology delivers fusibility with superior stress-strain performance functions helping to prevent runs whilst maintaining stretch and recovery benefits that are essential to the brand's rich heritage.

LYCRA Fusion fibre:

• Helps make hosiery ladder resistant
• Improves the durability and wear life of legwear
• Delivers exceptional fit and maintains shape retention
• Can be adopted by hosiery makers on commercial machines and processes
• Provides a uniform appearance to hosiery
• Will be available from key brands next year

The launch will be supported by a new LYCRA fibre brand campaign developed by maria Werbeagentur GmbH and photographed by Stephan Abry. A lady wearing LYCRA Fusion fibre hosiery is surrounded by the motives “cactus” and “thorn roses” which represent beautiful natural scenery yet a potentially dangerous one. Denise Sakuma, segment director for legwear at INVISTA says: “We want to communicate this innovation beyond its performance of helping to prevent runs in hosiery, and bring it to an emotional level that directs a message to women: dangers are out there, yet they can feel confident and fearless thanks to LYCRA Fusion fiber benefits”.

LYCRA Fusion fibre hosiery is readily available in Spain starting this month and will be on-shelf in the UK from December 2009.

LYCRA fibre MOVES
The LYCRA fibre MOVES forum introduced key speakers that were chosen specifically by INVISTA for their pioneering roles within their field. The lectures and sessions discussed topics fundamental to the changing face of businesses and presented valuable insights. Attendees gained a deeper understanding about the economic and financial outlook, the modern-day consumer, industry market and technology insights, the power of social media on purchasing decisions, latest innovations and sustainability efforts, extending the valuable learning curve the event provided.

Serge Vigouroux, ExecutiveVice President, Marketing Business at INVISTA said, “Launching an innovation and hosting a high profile event during this tough economic climate demonstrates INVISTA's commitment to supporting the industry. The launch of LYCRA Fusion fibre is set to lead the way in providing consumers with practical answers to their everyday needs and we are delighted to be giving women a helping hand in saying goodbye to ladders in hosiery. The investment behind the event in Verona has been significant. However, bringing together the industry's movers and shakers and presenting insightful learnings has ensured that the event has become a global success”.


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