News & Blog


Oct 06, 2017

For its launch collection, HALE, a new denim brand sold exclusively through Amazon Prime, has harnessed the power of the LYCRA brand, a name consumers know and trust. To achieve its goal of creating “simply great denim” HALE adopted LYCRA® dualFX® technology for select styles in its fall collection. This best-in-class patented technology delivers all-day comfort, exceptional fit, and lasting performance that can’t be matched.
HALE Denim collection powered by LYCRA® dualFX® technology

The Benefits of a Unique Innovation

Why do denim experts around the world select LYCRA® dualFX® technology for their collections? Because it is engineered to solve some of the most common denim dilemmas consumers have around comfort, fit and shape retention. LYCRA® dualFX® technology also frees a designer’s imagination because of Its ability to enhance all denim styles, including: skinny, boyfriend, flared, wide leg, and vintage-inspired jeans.

The Technology Inside the Jeans

LYCRA® dualFX® technology is the only innovation that creates comfortable denim engineered to hold its shape all day, every day. How does it work? This technology combines two LYCRA® brand fibres into one resilient yarn. One fibre 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 super stretch denim fabrics that won’t stretch out.  

LYCRA® More Than a Fibre

When HALE chose LYCRA® dualFX® technology, it knew LYCRA® brand enjoys the highest global consumer awareness of any branded fibre and that many consumers view it as a sign of quality. HALE also participated in an ambitious co-branded marketing plan developed by LYCRA® brand, and the fashion website Who What Wear that is running through October 15th. HALE denim is the subject of a feature article that showcases three shoppable looks from the “must-own” collection. Be sure to visit Who What Wear’s FALL DENIM EDIT to see all the content created for the campaign so far, and check out the wide variety of denim styles that are trending this fall in the editors’ Denim Curated Shop.

The Best Time is Now

Contact us to learn more about adding LYCRA® dualFX® technology to your denim collection. There’s never been a better time to differentiate your denim and boost your sales. Be sure to ask about LYCRA® brand free virtual hangtags for your e-commerce site, as well as other marketing tools designed to educate consumers and drive purchase intent. 

You can follow @LYCRAbrand on LinkedIn, Facebook, Twitter, Instagram and Pinterest.

LYCRA® and dualFX® are trademarks of INVISTA.


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