News & Blog


Sep 05, 2017

WILMINGTON, Del. –  The LYCRA Company -- owner of the LYCRA® brand and long an innovator in comfort, style and fit -- has teamed up with Who What Wear, a leading fashion editorial and shopping website amongst millennials, to showcase the FALL DENIM EDIT featuring 2017’s most fashionable and technically savvy jeans for women. What makes the featured jeans unique is the inclusion of LYCRA® dualFX® technology, the key ingredient that allows denim to keep its shape, all day, every day.
Jeans with LYCRA® dualFX® technology featured in the Who What Wear 2017 Fall Denim Edit
This first-ever collaboration between the two firms will promote jeans by leading brands including CITIZENS OF HUMANITY, FRAME and JOE’S JEANS. These brands have all adopted LYCRA® dualFX® technology and it’s featured in their fall lines. This unique innovation offers women the enhanced comfort and exceptional fit they desire in jeans across a range of styles and finishes--from distressed vintage to more contemporary skinnies. 

LYCRA® dualFX® technology achieves its long lasting shape retention by combing two LYCRA® brand fibers into a single resilient yarn. One LYCRA® fiber adds stretch to denim, and the second LYCRA® fiber ensures it always snaps back to its original shape. The two fibers work in tandem to create stretch denim fabrics that won’t stretch out.

The unique attributes of this patented technology will be highlighted in the content developed exclusively for this program, which is targeted to millennials and designed to be shoppable and shareable. It will live on Who What Wear’s new “Denim Hub” and includes:

Videos that discuss denim dilemmas and offers solutions – JOE’S JEANS are featured in the first episode about vintage-style denim.
Interviews with social media influencers – Blogger and denim aficionado Britney Xavier shares her #1 denim rule and why she loves her FRAME jeans.
Trend stories – High-waisted vintage-style jeans are fashion-forward and CITIZENS OF HUMANITY and FRAME jeans are cool, according to the tastemakers at Who What Wear.

Additional campaign elements appearing on Who What Wear channels include LYCRA® dualFX® technology run-of-site advertising and newsletter takeovers, digital banner ads and homepage takeovers for featured denim brands, a robust social media plan (that will also be executed across LYCRA® brand channels), and a Curated Denim Shop.

“We’re incredibly excited to work with Who What Wear on this comprehensive and multi-faceted initiative,” said Rita Ratskoff, The LYCRA Company’s senior denim marketing manager. “They know millennial fashion well and have created an amazing platform that makes it easy to learn about the latest denim fashions and innovations. They even provide links to make an instant purchase on any device.” 

Who What Wear sees the collaboration in a similar light.  "Our readers love shopping online, and we know they're always after on-trend pieces that are comfortable enough to live in," said Natalie Cantell, Who What Wear's fashion director. "Not all jeans are created equal. Learning to look for LYCRA® dualFX® technology is the first step to making sure your new jeans will feel as good as they look and can be relied on to keep their shape."

Visit Who What Wear to explore its “Denim Hub”, see all the elements of this marketing campaign, and browse its Curated Shop featuring its top 30 picks for fall. This program runs through October 15.

For more information on LYCRA® dualFX® technology, click here.

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

About Who What Wear

Who What Wear is digital fashion publication and community for women interested in developing their personal style and shopping. Who What Wear is owned and operated by Clique Media Group, a global media, marketing, and consumer brands company. Through its brands—Who What Wear, MyDomaine, Byrdie, CollegeFashionista, The Thirty, and Obsessee—CMG combines the power of data science with its expert editorial team to create content and products that millennial women and Gen Z girls crave.

*Note that A&AT was sold on Jan, 29 2019 and is no longer part of INVISTA, we are now doing business as The LYCRA Company – You can find more information in this press release.

About THE LYCRA Company

The LYCRA Company innovates and produces fiber and technology solutions for the apparel and personal care industries, as well as specialty chemicals used in the spandex and polyurethane value chains. Headquartered in Wilmington, Delaware, The LYCRA Company is recognized worldwide for its innovative products, technical expertise, and unmatched marketing support. The LYCRA Company owns leading consumer and trade brands:  LYCRA®, LYCRA HyFit®, LYCRA® T400®, L by LYCRA®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX®, TACTEL®, and TERATHANE®. While The LYCRA Company’s name is new, its legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fiber. Today, The LYCRA Company is focused on adding value to its customers’ products by developing unique innovations designed to meet the consumer’s need for comfort and lasting performance. For more information, visit

LYCRA®, LYCRA® FitSense™, and LYCRA® MyFit™ are trademarks of The LYCRA Company.

* A complete up-to-date list of our current certifications can be found at


The LYCRA Company Kristin ALTIMARI North America Brand Communication Manager +1.316.828.1057 Wichita , KS US