Hollister, a division of Abercrombie & Fitch Co., recently unveiled a new denim line which incorporates Invista's Coolmax All Season technology and Lycra.

Hollister's Advanced Stretch Jeans with Coolmax features 9 models for women and 2 for men, and firmly positions the brand within the current trend for quality performance denim aimed at teens. The fabric's exclusive technology removes moisture to keep the body cool and dry on hot days, while insulating fibers add warmth when temperatures drop.

Kristin Scott, Brand President, stated, “At Hollister, denim is a part of our DNA and we continue to find ways to enhance the assortment. Our goal with the innovative Coolmax All Season technology is to provide products that fit the needs of our customer’s on-the-go lifestyle.”

Dave Trerotola, President of Invista Apparel and Advanced Textiles commented “Our research shows that among ingredient brands in the cooling space, the Coolmax brand is the most likely to positively influence purchase intent.”

To showcase the benefits of the jean, Hollister and Invista have created a multi-channel campaign featuring YouTube star, Zach King.



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