US' The LYCRA Company presents swimwear collection at MarediModa

The area at MarediModa is dedicated, as always, to customers, partners, and friends of the LYCRA brand to explore together the full potential of The LYCRA Company’s offerings for swimwear, according to a press release by The LYCRA Company.

Guests are invited to preview a new special project illustrating how the LYCRA brand meets different demands in stretch and recovery, alongside durability and quality in swimwear. The LYCRA Company has conducted wear tests with athletes across different water sports disciplines.

Six athletes wore garments with LYCRA fibre for a total of 75 hours and were asked about the quality of the garments’ performance using the following benchmarks: resistance, stretch, adaptability, quality of fit, shape, and durability.

Specifically, the technologies and fibres in the wear tests were LYCRA Adaptiv fibre for paddle surfing in sea water, LYCRA Xtra Life fibre for competitive swimming, and LYCRA T400 fibre for water polo in chlorinated pool water. The tests were conducted in collaboration with the Spanish brand Odeclas, specialist in high quality swimwear designed for demanding athletes, and Sponsify, a sports marketing agency based in Barcelona.

To reaffirm the continuous commitment for a more sustainable value-chain, The LYCRA Company participated in a panel discussion during the afternoon of the opening day, November 8, 2022. Alistair Williamson, apparel vice president, EMEA and South Asia of The LYCRA Company, delivered a speech titled ‘Durable Swimwear is Sustainable Swimwear’ to illustrate The LYCRA Company’s commitment to a sustainable future. Williamson and Nicolas Banyols, chief commercial officer of The LYCRA Company, also hosted a press conference at the LYCRA brand lounge area.

The LYCRA Company has collaborated with Carvico to launch a special new fabric collection by Carvico and Jersey Lomellina, incorporating LYCRA Adaptiv fibre. The inspiration for this collection centres on the Metaverse, a parallel world where the real and virtual come together for new experiences. Meta Fit Land is the place where customers can discover the new era of wearability.

ALCHEMPro News Desk (NB)