News & Blog

LYCRA® BRAND MADE THE INVISIBLE VISIBLE AT THE LONDON SWIMWEAR SHOW

Jul 19, 2016

The LYCRA® brand was in evidence more than ever at the London Swimwear Show with many exhibitors showcasing the performance benefits of LYCRA® XTRA LIFE™ fibre in their 2017 consumer propositions.

London Swim Show 2016 Lycra moves

Collections from over eighty UK and international brands were on display with headline names such as Freya, Gottex, Maryan Mehlhorn mixing with newcomers to the swimwear market.

 

INVISTA had experts on hand throughout the show to explain how LYCRA® fibre and fabric innovations – which have been redefining consumer expectations of swimwear for over 30 years – continue to offer new business-building differentiation options.

 

Claire O’Neill, Marketing Segment Manager for Swimwear, Intimates & Underwear at INVISTA said: “LYCRA® XTRA LIFE™ offers such clear consumer benefits - the fabric lasts up to 10 times longer than an unprotected fibre - that it has become the obvious choice for swimwear. It’s been great to see so many swimwear brands during the show who truly understand the value of LYCRA® XTRA LIFE™.”

 

Most women want their swimsuit to last longer than their summer tan. But exposure to extreme conditions such as chlorine and sunscreen drastically reduces the life of these garments. LYCRA® XTRA LIFE™ fibre resists fit loss and fibre breakage caused by pool water and sunscreen, giving long-lasting shape, style and fit that resists bag and sag.

 

The added stretch, shape and comfort of LYCRA® brand fibres transformed swimwear fabrics and fashions in the 1960s and have set the standard for quality products ever since, from flattering shapewear for the beach to the ultra-close fit and freedom of movement favoured by competition swimmers. The invisible ingredient that changed the course of swimwear is still working its magic.

 

A host of brands and buyers attended the INVISTA sponsored networking drinks on Monday evening.

 

Roy Barnes, Event Organiser and UK Agent for Gottex brands said: “This annual event is a must for Buyers from Independent boutiques, speciality chains and department stores. LYCRA® brand plays a central role in our industry and we value their presence and support of the show. Hosting the network drinks reception was a great way for us all to get together to relax and celebrate swimwear.”

INVISTA Contacts

INVISTA Apparel & Advanced Textiles Claire O'Neill Lingerie/Swimwear/Underwear Account Manager - UK, Apparel +44 7507 886000