News & Blog

LYCRA® dualFX® technology is the solution to today’s common Denim Dilemmas

Oct 02, 2017

LYCRA® brand is collaborating with Who What Wear on a new co-branded marketing campaign launched in response to global consumer insights around denim. The proprietary research* revealed some of the most common problems women had with jeans including fit, comfort and shape retention. For many companies, this revelation would lead to years of product development in order to find a solution, but The LYCRA Company knew it already had the solution to improved denim performance: LYCRA® dualFX® technology.
Michelle Madsen and Gina Ybarra posing for the Who What Wear 2017 Fall Denim Edit with LYCRA® dualFX® technology

Best-in-Class Performance
This unique innovation is unlike anything else on the market today. It combines two LYCRA® brand fibers into one resilient yarn. One fiber provides super stretch while the other enables it to snap back to its original shape time after time. The two work in tandem to provide stretch denim fabrics that won’t stretch out. With the solution to these denim dilemmas at hand, The LYCRA Company developed an ambitious co-branded marketing program to educate millennial women about this technology, and promote its unique benefits so they can love wearing jeans again.

Finding the Perfect Platform
In order to reach its target audience, LYCRA® brand teamed up with Who What Wear, a leading fashion editorial and shopping website, to promote denim brands featuring LYCRA® dualFX® technology in their fall collections. The website’s FALL DENIM EDIT features incredible jeans made with LYCRA® dualFX® technology, the key ingredient that allows denim to keep its shape, all day, every day.

Marketing Campaign Highlights
The co-branded marketing program is designed to educate the millennial consumer and take the guess work out of shopping for the best-fitting jeans. The unique attributes of LYCRA® brand technologies, and the leading brands that use them, are highlighted in exclusive content designed to be shareable, including:

Most women think that finding the right cut and size is the secret to great fitting jeans, but this engaging content shows how important it is to look for LYCRA® branding and read labels or hangtags to learn about the technology hiding inside the fabric.

Explore Who What Wear
Visit Who What Wear to explore its “FALL DENIM HUB” and see the latest elements of this digital and social media campaign that runs through October 15. The Curated Denim Shop features the fashion editors’ favorite jeans for fall that feature LYCRA® dualFX® technology.

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

* Women’s Denim Research by 2CV Research, October 2016


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