Invista, manufacturer of the fibre LYCRA®, has started a marketing campaign with six famous denim brands during the New York Fashion Week this September. The latest fits of jeans by 7 for all Mankind, Citizens of Humanity, DL1961, Henry&Belle, Marc Allison and Calvin Klein are produced with the high elastic Lycra fibre. This collaboration will be presented in a campaign called “Pour it on”, a rain theme which should show the perfect fitting of the denims.

For Jean Hegedus, Invista Global Marketing Director for Denim at Invista, the feeling of floating water is one of the inspirations for this campaign.
“The brand LYCRA® is known by over 92 percent of costumers from all over the world and associated with positive attributes such as high quality, modernity, style and flexibility. As for jeans, it means that they should stay in their shape and should feel like made-to-measure – what all the new denims of the brands can handle”, said Hegedus.

Invista’s new technology opens the doors for new, stretchable denims. With the launch of the fibre LYCRA® Style this march Invista’s denim concepts were complemented with the fabric LYCRA® dualFX™ to fulfil the requirements of the customers, who wanted an elasticity of more than 30 percent.