News & Blog

Native Trend Stories Promote Adopters of LYCRA® dualFX® Technology

Sep 21, 2017

Jeans with vintage flair and modern technology are what’s hot in denim this fall. That’s why LYCRA® brand has teamed up with Who What Wear, a leading fashion editorial and shopping website for millennial women, to promote this trend, as well as the benefits LYCRA® dualFX® technology adds to vintage style denim. 
Vintage Style Denim_Jeans from MOTHER, FRAME and Citizens of Humanity with LYCRA® dualFX® technology

This innovation combines two LYCRA® brand fibers to deliver extra flexibility, all-day comfort and lasting fit to jeans in a wide range of cuts and washes. LYCRA® dualFX® technology enables today’s women to have it all! They can enjoy jeans with a vintage aesthetic without sacrificing the exceptional comfort and fit they desire.

The unique attributes of this patented technology are highlighted in engaging content developed exclusively for this digital and social media marketing program. Timed to take advantage of fall denim sales, content includes videos, influencer stories, trend stories, social posts and a curated denim shop. Citizens of Humanity, FRAME and MOTHER are all featured in an article sponsored by LYCRA® brand that advises readers, “Here’s Where to Get Great Vintage-Style Jeans”. The native article is written in a breezy “girlfriend to girlfriend” tone and includes products shots of the featured jeans with direct links to complete a purchase on each brand’s website.

The fashionistas of Who What Wear are seen as fashion and trend experts by millennial women. Therefore, native content that calls out the emotional benefits of products is more appealing and more likely to drive purchase intent than traditional advertising. The LYCRA Company developed compelling messaging for this program that’s designed to resonate with this target consumer. Research shows how the millennial woman is reinventing shopping, and The LYCRA Company has found the perfect platform to reach her with Who What Wear.

Visit Who What Wear to explore its “FALL DENIM EDIT” and see all the elements of this co-branded marketing campaign, and browse its Curated Denim Shop featuring its top picks for fall jeans. This program runs through October 15.

If you would like to learn more about LYCRA® dualFX® technology, or discover how we drive business growth for our customers with creative marketing programs, contact us!

LYCRA® and dualFX® are trademarks of The LYCRA Company.


The LYCRA Company Rita Ratskoff Senior Account Manager - North America Denim +1-847-612-9949 USA