Maidenform has joined forces with LYCRA® brand to promote its new line of shapewear featuring the targeted, lightweight support of LYCRA® FitSense™ technology. This revolutionary innovation is brushed onto fabric made with LYCRA® fiber to deliver a comfortable fit and a smooth silhouette that’s perfect for the latest body-con fashions. The co-branded marketing campaign launches with a feature story on Refinery29 along with high-impact social media.
The LYCRA Company has launched a new 360-degree trademark protection advertising campaign that sends a strong message about LYCRA® brand infringement to the legwear industry. The ad explains how The LYCRA Company fiercely protects the integrity of its flagship brand and warns against creating counterfeit hosiery garments that can damage the consumer’s perception of the LYCRA® brand.
Everlast, the undisputed leading brand in the world for fighting and fitness equipment, has launched a new line of compression training gear for men and women. The gear has been upgraded to include the best-in-class performance of LYCRA® SPORT technology Because comfort and performance matter™.
Leading German Retailer C&A is participating in the LYCRA® brand’s annual Fall Denim Edit, a co-branded promotion that lives on the German version of Refinery29, a leading lifestyle and fashion editorial website for millennial and Gen Z women. C&A is promoting the comfortable sculpting of its Skinny Jeans with Shaping powered by LYCRA® BEAUTY technology.
Jeans made with LYCRA® dualFX® technology are showcased in a new market collage on Refinery29, a leading global entertainment and fashion website for millennial and Gen Z women. The fashion feature is part of an annual co-branded marketing campaign that launched last month to promote the lasting comfort, fit and shape that LYCRA® dualFX® technology adds to denim.
DNM, a leading Turkish denim producer, has adopted several LYCRA® brand technologies for its Futuretech line of premium performance denim. The new fabric collection features LYCRA® BEAUTY fiber in its Shape Me and Shaped ‘n Relaxed denim and LYCRA® FREEF!T® technology in its E-Z Stretch collection.
Join representatives from The LYCRA Company at Kingpins Amsterdam, October 23-24, to see our latest market-driven products for denim. We will be introducing LYCRA® EcoMade fiber, which demonstrates our long-term commitment to product sustainability, one of the pillars of our Planet Agenda platform. This new fiber is our first branded elastane/spandex product that is made with pre-consumer recycled materials.
Target’s Universal Thread, a women’s apparel and accessories brand grounded in denim, has joined the LYCRA® brand’s annual fall denim co-marketing program. The campaign is hosted by Refinery29, a leading global media and entertainment company for millennial and Gen Z women. Refinery29’s custom content explains the value and benefits LYCRA® dualFX® technology adds to Universal Thread’s jeans in order to drive interest and online sales.
Founded in 1839 as a business producing silk yarn products, the Payen group has developed along with its market. The company has worked in partnership with LYCRA® fibre since its launch, when it specialised in producing covered synthetic yarn followed by two-way stretch woven fabrics. Today, Payen has made a name for itself at the high end of the market, and its products have been used in competitive sports at the highest level for the last 20 years. Bernard de Buhren, the company's chairman, gives us an insider’s account of a group that has the resources it needs to stay ahead of the game.