EXCLUSIVE DENIM STUDIO LAUNCHES XFIT LYCRA® AT MILAN FASHION WEEK
MILAN (February 24, 2007 ) ľAt this year’s Milano Moda Donna, INVISTA is hosting an exclusive XFIT LYCRA® Denim Studio.
Situated in the prestigious Piazza area adjacent to all the major catwalk shows, the Denim Studio is showcasing top designer collections that contain denim with XFIT LYCRA® technology. During the event INVISTA will be holding a VIP event on Thursday February 22nd, hosted by Bill Ghitis, President of INVISTA Apparel, to demonstrate the unique 360۫ movement offered by XFIT LYCRA® denim fabric to key customers and media.
INVISTA has been working with top designers to create the Denim Studio. Leading designers and brands such as Marithé + François Girbaud, Love Therapy by Elio Fiorucci, Lab Pal Zileri, Tim Van Steenbergen, Lee Cooper, Serfontaine, Zac Posen and many others will be represented.
INVISTA is appearing in Milan this year to reinforce their support of Italian mills, which alone represent half of Europe’s denim mills as well as Italian brands, which make up one third of the region’s denim brands. It also represents a strategic move for the LYCRA® brand, as Milan is the natural home of prêt-a-porter, of which denim is the fastest growing category.
XFIT LYCRA® technology is a patented denim cross-weave technology available only under license from INVISTA, which delivers exceptionally better fitting and more comfortable garments because of the unique way it delivers the benefits of multi-direction stretch. The licensing deal for retailers and brands will be supported by an extensive trade and consumer campaign that includes a number of PR and in-store activities and offers a number of advantages:
Commenting on XFIT LYCRA® at the Denim Studio, Chiaretto Calò, Head of Marketing and Licensing, Europe said "INVISTA drives consumer-focussed innovation with XFIT LYCRA® technology providing a wider window of fit to accommodate more diverse body types, essentially offering a solution to finding the perfect-fitting jeans" He went on to add "The technology has been received really well by all the brands involved with the denim studio. Using this platform, INVISTA expects to further demonstrate the practical and style benefits that XFIT LYCRA® technology offers to denim brands and retailers as well as the final consumer."
Do you know the LYCRA® brand?
The LYCRA® brand is an integral element in many of the world’s leading fashion brands but is often misunderstood. LYCRA® is not a fabric or type in its own right. It is not the name of the category of stretch fabrics or clothing. It is the world’s leading brand of elastane fibre and other premium stretch fibres and fabrics that can be combined with many other fabrics such as cotton, wool, leather or even cashmere. It is a brand that delivers the consumer promise of comfort, fit and freedom of movement. A touch of LYCRA® fiber ingredient can help make garments and the people that wear them look better and feel better.
LYCRA® branded products are essential ingredients in fashion today, driving innovation and working with designers and brands to produce stylish, beautiful clothes. LYCRA® branded products are found in all types of garments from underwear and swimwear, jeans and tailored suits to sportswear and hosiery.
The LYCRA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibres businesses.
To distinguish LYCRA as a brand, the word "LYCRA®" must be reported in all caps and with an ®, or represented in distinctive way using a capital "L"ycra that will distinguish it as a brand
Find out more about the LYCRA® brand and products by visiting www.lycra.com.