News & Blog


Sep 05, 2017

LYCRA® brand and Who What Wear, a leading fashion editorial and shoppable website for millennial women, have teamed up to showcase fall 2017’s most fashionable and technically savvy jeans. The goal of this multi-faceted co-branded initiative is to boost sales of The LYCRA Company customers’ jeans with LYCRA® dualFX® technology.
Natalie Cantell posing for the Who What Wear's 2017 Fall Denim Edit

The Technology Behind the Style

Why has this promotion focused on this best-in-class innovation? Because jeans with LYCRA® dualFX® technology solve one of the consumer’s greatest denim dilemmas:  finding stretch jeans that won’t stretch out, so they look and feel great all day, every day. LYCRA® dualFX® technology brings long-lasting shape retention to jeans  by combining two LYCRA® brand fibers into a single resilient yarn. One LYCRA® fiber adds stretch to denim, and the second ensures the fabric snaps back to its original shape. The two fibers work in tandem to create stretch denim fabrics that won’t stretch out.

Breaking through the Sea of Denim

In a recent study conducted for the LYCRA® brand on consumers’ denim dilemmas*, one respondent succinctly summed up what we heard from many: “The jeans on the walls around the store are like a sea of denim. There’s so much to choose from it can be overwhelming.”  This confusion can lead to lost sales and profits. In the same study, 43% of women said they often end up settling for something they didn’t really want when shopping for jeans, while another 42% said they leave the store without making any purchase at all. LYCRA® dualFX® technology can help your jeans stand out by delivering consumers relevant benefits like enhanced comfort and a lasting, flexible fit.

Offer Jeans with Compelling Storytelling

So how do denim brands and retailers capture the consumer’s attention and more importantly, a greater share of their disposable income? By providing merchandise that meets consumer needs and then telling the story in a compelling and relevant way. Who What Wear was the perfect platform to work with for this ambitious digital and social media campaign. Their fashion expertise, articles, and videos make it easy to learn about the latest styling tips and innovations. 

Reaching Consumers Wherever They Are

The unique attributes of LYCRA® dualFX® technology are highlighted in shareable content developed exclusively for this program. The various elements of the promotion live on Who What Wear’s newly launched “Denim Hub” and can be reached via our consumer portal.
The collaboration encompasses a wide variety of elements designed to reach millennials, including:
Editorial copy on trends, style tips, shopping advice and more 
Video content showing how jeans with LYCRA® dualFX® technology help solve common denim dilemmas
Key denim influencers and bloggers share their denim rules and shopping tips
Posts on key social media platforms on Who What Wear and LYCRA® brand channels

Finally, a Curated Denim Shop featuring 19 brands and retailers is designed to drive consumers to their websites where they can instantly purchase promoted jeans from any device. 

Stay in Touch

This ambitious co-branded marketing campaign runs through October 15, 2017. Visit our video gallery for future updates as we roll out exciting new program elements. 

As evidenced by our recent expansion of dual core technology, The LYCRA Company is committed to becoming a one-stop resource for the best insights-driven innovations for denim. 
For more information on how you can work with The LYCRA Company to develop compelling stories around jeans with LYCRA® dualFX® technology, contact your The LYCRA Company representative, or complete the form below.

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Yes!  I want to learn how LYCRA® dualFX® technology can help boost my denim sales.


* Women Denim research - 2CV research in October 2016
LYCRA® and dualFX® are trademarks of The LYCRA Company.


The LYCRA Company Jean Hegedus Director – Sustainability USA