News & Blog


Sep 17, 2019

The LYCRA Company has launched its annual global co-branded marketing program to promote denim jeans made with its LYCRA® dualFX® technology. The campaign has been developed with Refinery29, the leading global media and entertainment company for young women. Refinery29 excels at storytelling and clearly communicates the value and benefits this technology adds to denim.

Refinery29 2019 Fall Denim Edit with LYCRA® dual FX® technology

Learn the Benefits of Choosing LYCRA® dualFX® technology >

Program Objectives

The annual fall denim campaign is designed to drive interest and purchase of co-brands’ jeans by educating the consumer on the lasting comfort, fit and performance of the patented technology. This is achieved through a combination of compelling Refinery29 photo features and engaging content. Readers learn valuable information on how to shop for denim, fit tips, and trending styles from a fashion authority. The custom content links to the featured denim brand’s website for a seamless shopping experience.

What’s New this Year

Inspired by the two fibers in LYCRA® dualFX® technology, diverse pairs of real women are featured in some of this year’s custom content campaign created by Refinery29. Whether it is a night on the town, on the dance floor or simply hanging out together, these women demonstrate how jeans with LYCRA® dualFX® technology deliver a comfortable, lasting fit for all body types regardless of their shape or size.

Refinery29 By the Numbers

The LYCRA Company chose to work with Refinery29 because the platform enjoys unparalleled relevancy with our target audience, delivering useful tips and shoppable content. Research from R29 Intelligence, the brand’s insights group, have revealed that readers seek out this content from the platform:

● 91% come for fashion and style content1

● 48% say, “I turn to R29 for shopping inspiration”2

● 56% say, "I have purchased an item as a result of seeing it on R29."3

The Who’s Who of Denim

This year’s featured brands are 7 FOR ALL MANKIND, AMERICAN EAGLE, , C&A, CALVIN KLEIN JEANS, DL 1961, ESPRIT, GUESS, JOE’S JEANS, LEVI’S®, LONG TALL SALLY, NEXT, NYDJ, SUPERDRY, TORRID and TARGET’S UNIVERSAL THREAD. Some of these brands will be featured exclusively on R29’s dedicated international platforms in the United Kingdom and Germany.

Campaign Reach

The six-week marketing campaign features high impact media including homepage and fashion channel takeovers and banner ads on Refinery29. In addition, content will be promoted by Refinery29 through their broad social and digital distribution channels including dedicated e-mails and newsletters. The 360-degree activation is also amplified on LYCRA® brand owned and paid media channels to further drive consumer purchase intent and highlight the unmatched level of marketing support The LYCRA Company offers its global customers.

About the Technology

Patented LYCRA® dualFX® technology combines two LYCRA® brand stretch fibers to add extra flexibility and bounce back recovery to denim. This means jeans hold their shape all day, every day, while resisting bag and sag and delivering exceptional comfort and fit.

Mills: Contact your regional account manager listed below to learn how to adopt this technology and differentiate your denim fabric.

Brands/Retailers: If you’d like to source denim with LYCRA® dualFX® technology, or would like to participate in our next co-marketing denim program, contact Rita Ratskoff, Silvia Toledo or Helen Latham listed below.

Explore exclusive content developed by Refinery29 for co-brands:


Want more information on the campaign with Refinery29 and performing technologies in Denim?

North America: Rita Ratskoff

Rest of Europe: Silvia Toledo

Italy and UK: Helen Latham

1 Refinery29 Mad Chatter Profile Questionnaire, July 2019, n=11,000
2Refinery29 User Segment Study, Sept 2018, n=787
3Refinery29 User Exploration Survey, March 2017, n=1,000

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