News & Blog

The Magnificent Seven

Aug 04, 2015

INVISTA and seven key mill customers joined forces to make the LYCRA® brand center of attention at EMITEX, Argentina’s most important textile trade show. 

emitex blog

The annual event held at the Costa Salguero exhibition complex in Buenos Aires attracts industry representatives from all parts of the country and beyond. On this occasion, they stepped straight into a LYCRA® brand world – a stylish 400 square meters display area close to the main entrance.

INVISTA’s Brand Room was located at the center with the stands of its Alter, Darlene, Flugel, Guilford, Iteva, Textile World and Tessile Argentina mill customers ranged around it. Each of these leading mills is a 100% LYCRA® user producing high quality fabrics for thriving local textile segments such as intimate apparel, swimwear, hosiery and activewear.

This show within a show attracted thousands of cutters designers and brand and retail representatives during the three days of the event. The LYCRA® brand was everywhere including stills and video imagery from the LYCRA® MOVES YOU consumer campaign which launched in Argentina last year.

The sum of the parts was impressive and a powerful reminder for EMITEX visitors of the unique business-building combination INVISTA’s textile science base and consumer value for the differentiating properties of the LYCRA® brand.