News & Blog

Miami Memories

Aug 18, 2015

Our marketing activities support direct customers and downstream brands and retailers as fully as possible at the world’s foremost apparel industry events. Our Miami agenda reinforced the value we bring to the many close business partnerships we enjoy in this apparel sector.

miami memories blog
  • LYCRA® XTRA LIFE™ and Hammock sponsored the grand opening night party where over 50 exhibitors previewed looks from their 2016 collections, getting the week off to a fast, spectacular start (link).
    • We unveiled the LYCRA® CHALLENGE at the same event – a video journey featuring professional surfer Anastasia Ashley that exploits the growing power of social media to introduce younger consumers to the styling and performance and benefits of quality swimwear (link).
      • Industry innovation was encouraged by challenging aspiring designers to create one-off swimwear concepts from ten yards of fabric enhanced with LYCRA® XTRA-LITE™ fiber – and rewarded the winners (link).
        • We partnered with Columbian fabric producer Protela to stage a colorful fashion show of leading Columbian swimwear brands, and later in the week sponsored mini-fashion shows with Brazilian brand LYBETHRAS and local Florida swimwear favorite Lila Nicole (link).

          Wherever you looked, the LYCRA® brand was adding to the buzz of Swim Week and fulfilling our commitment to be there, got noticed, and open the door to business opportunity.