News & Blog

fbb and LYCRA® brand partner to offer high-quality fashion with performance

Aug 01, 2018

Leading Indian fashion retail brand fbb is the preferred destination for young, trend-conscious shoppers seeking the latest in high quality fashion at affordable prices. So when the retailer launched its superior stretch range made with LYCRA® fiber, it wanted to let its nationwide customer base know all about it.

To promote the new range of clothing, fbb and the LYCRA® brand held joint consumer launch events at two popular shopping malls – the Ambience Mall in Delhi NCR and the Infinity Mall in Mumbai. Catwalk fashion shows showcasing the new collection saw models springing off trampolines, and featured hip-hop dance routines and trick bike shows to demonstrate its stretch, comfort and durability.

fbb catwalk fashion show at the Ambience Mall in Delhi NCR, June 2018

A touch of glamour gave the events even greater appeal among its fashion conscious following, with high-profile Indian celebrities and Bollywood stars Esha Gupta and Vidyut Jammwal unveiling the new collection.

Esha Gupta; Julien Born and Vidyut Jammwal, guest stars of the fbb-LYCRA® brand consumer event in Delhi NCR, India – June 2018

Esha Gupta, Bollywood celebrity, Julien Born, Eastern region Executive VP, The LYCRA Company Apparel, and Vidyut Jammwal, Bollywood star

fbb’s latest clothing range incorporating LYCRA® fiber innovations not only offers even greater value with better fitting, longer lasting, more comfortable garments, but promises to be the beginning of a long-standing commercial partnership. The two companies are working on developing future collections together, using innovative fiber and fabric technologies such as COOLMAX® technology, LYCRA SPORT®, LYCRA® BLACK and LYCRA® TOUGH MAX™ technologies.

The joint events were widely covered in popular textile magazines, through consumer-focused advertorials in a leading national daily available in eight metro cities, and by online news channels.

"This is a great opportunity for both LYCRA® brand and fbb to go a notch higher on product development and rope in a new set of evolved customers with the help of LYCRA® fiber innovation," said Rakesh Biyani, Future Retail Ltd.’s Joint MD, who attended the Mumbai event along with The LYCRA Company Executive Vice President, Julien Born to announce the new partnership.

Esha Gupta, Rakesh Biyani, Vidyut Jammwal and Julien Born at the fbb-LYCRA® brand consumer event in Delhi NCR, India – June 2018

Esha Gupta, Rakesh Biyani, Future Retail Ltd.’s Joint MD, Vidyut Jammwal and Julien Born

“The collaboration between fbb and the LYCRA® brand is another big step towards offering superior merchandise at great value” said Rajesh Seth, Future Retail Ltd. COO, who was at the Delhi NCR event along with Rebecca Li, The LYCRA Company Commercial Director, Rest of Asia. “We believe fashion and comfort compliment one other, and our association with the LYCRA® brand means we can offer innovative products to customers with active lifestyles.”

Rajesh Seth, Rebecca Li and Esha Gupta at the fbb-LYCRA® brand consumer event in Delhi NCR, India – June 2018

Rajesh Seth, COO, Future Retail Ltd, Rebecca Li, Commercial Director, Rest of Asia, The LYCRA Company Apparel and Esha Gupta.

To learn more about the unique benefits LYCRA® fiber and COOLMAX® technologies offer, or to add it to your collections, contact the LYCRA® brand expert listed below.


The LYCRA Company Kapil Lakhwara Consultant Marketing & Business Development India +91 8800113285 Gurgaon INDIA