News & Blog

UK and German brands join LYCRA® brand's annual Fall Denim Campaign

Sep 20, 2019

The LYCRA Company’s fall denim co-marketing program has extended its reach to Europe again this year. Participating brands that have adopted patented LYCRA® dualFX® technology will be featured in custom content developed and hosted by Refinery29 (R29) in the UK and Germany. R29 was selected because it is a leading digital fashion editorial platform for millennial and Gen Z women.
SUPERDRY® Superflex Röhrenjeans with LYCRA® dualFX® technology

About the Campaign

The annual fall denim campaign is designed to drive interest and purchase of the co-brands’ jeans by educating the consumer on the lasting comfort, fit and performance of LYCRA® dualFX® technology. This is achieved through a combination of compelling R29 custom market features with shoppable links, engaging content and high impact media.

Learn the Benefits of Choosing LYCRA® dualFX® technology >

Refinery29 in the UK 

This promo feature highlights "5 Pairs of Jeans for When the Weather Can't Make Up Its Mind". Readers discover the challenges of dressing for fall and the article points to layering and jeans as the solution for these dressing dilemmas. The article features five pairs of jeans that are instantly shoppable via links to ecommerce sites for LONG TALL SALLY, SUPERDRY®, and NEXT.

Refinery29 in Germany

Thanks to LYCRA® dualFX® technology, "The Search for the Perfect Jeans Has Come to an End", according to the article on Refinery29 in Germany. The feature urges women not to settle for one perfect pair, but to find jeans that meet her need for a variety of cuts and styles to fit different occasions and moods. ESPRIT, GUESS, C&A, SUPERDRY are the featured brands.

Explore the Elements of R29’s U.S. Promotion >

LYCRA® Brand Power Drives Sales

Do you want access to high-impact marketing programs designed to drive sales of your denim to women? Contact the LYCRA® brand expert listed below to learn how to adopt the technology or how to source high-quality fabrics. 

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


The LYCRA Company Helen Latham Denim and RTW Senior Account Manager- UK +44 774 1385352 UK
The LYCRA Company Silvia Toledo North EMEA Denim Senior Account Manager +34 93 237 92 84 Barcelona SPAIN