Invista, the company that owns the Lycra fiber brand, is casting a net into the menswear market with its new Tough Max Lycra fabric line featuring free-moving materials twice as strong as 100% cotton. Research yielded positive results and showed that out of a sample of 1400 men taken from five countries, 80% expressed recognition and interest in purchasing jeans made with the new fabric.
Jean Hegedus, Global Marketing Director for Invista’s Ready-to-Wear business, expanded, “An independent study conducted earlier this year showed that 59% of male respondents had heard of fabrics made with Lycra fiber, and 81% of those who were familiar with the brand associated Lycra fiber with activewear or exercise wear. Building off of that, we want to show men that they can also get improved comfort and performance from their jeans.”
Invista makes sure that fabrics contain Lycra fibers and pass a variety of tests including those for strength, abrasion resistance, stretch, growth and shrinkage before qualifying for the Tough Max Lyrca title. Faisal Ahmed, CEO of Artistic Denim Mills Limited (ADM), expressed his favor for the fabrics by saying, “Most rugged jeans are heavy and stiff, but with Lycra T400 fiber, we can make lighter weight denims that are both durable and comfortable.”
The new fabrics will be highlighted at the company's stand at the Denim by PV trade show on May 23 and 24 in Paris.