Extreme cold weather alert? The latest generation of Fibreflex® jeans by Rica Lewis harnesses the power of THERMOLITE® technology to provide lightweight insulation that keeps the wearer warm and dry as temperatures drop. When you consider the jean’s LYCRA® fibre content as well, these jeans will deliver extra comfort and added value to consumers.
Research shows that 80% of buyers today want their jeans to help them brave the elements, which is why these smart jeans are now widely available at super-stores*. Fibreflex® jeans come in a well-fitting straight cut, and are available in four different washes, so consumers can enjoy exceptional comfort and dependable performance in any weather.
Starting in Summer 2017, the French will be able to purchase Fibreflex® jeans made with COOLMAX® technology, which is designed to keep the wearer cool, dry and comfortable longer. By integrating these desirable performance benefits into its jeans, Rica Lewis is not only differentiating its denim, it’s also adding value to drive sales.
*Denim & Activewear Survey by ICM