The LYCRA Company to return to Kingpins Amsterdam from October 19

“We are thrilled to offer a completely new experience in our booth where computer generated imagery meets physical garments to reveal how revolutionary LYCRA ADAPTIV fibre is,” said Ebru Ozaydin, The LYCRA Company’s strategic marketing director, denim and ready-to-wear. "Since virtual experience is an integral part of the emerging metaverse, digital fashion has inspired our storytelling as a creative way to engage with consumers. We have created virtual assets that will resonate with the denim consumer—particularly Gen Z who is tech-savvy and spends more time online—about the key benefits of LYCRA ADAPTIV fibre.”

LYCRA ADAPTIV fibre is a patent-pending polymer with a unique chemistry that adjusts to fit a wearer's functional needs. When the wearer is at rest, the polymer adapts its holding force to deliver the right fit, shape, and control. But when the wearer is in motion, the polymer adapts its elasticity to provide improved comfort and a second-skin effect that enables the garment to stay in place. This breakthrough fibre enables brands and retailers to create jeans that adapt to fit different body shapes and genders, while offering consumers a liberating wearing experience with its soft and easy stretch.

Durable clothing is increasingly in demand by consumers concerned about reducing their footprint. The LYCRA Company is showcasing its LYCRA XTRA LIFE brand elastane fibres at Kingpins that add long-lasting comfort, fit, and performance to stretch jeans. This product portfolio includes LYCRA DUAL COMFORT technology, LYCRA Anti-Slip fibre, LYCRA TOUGH MAX technology, LYCRA dualFX technology, and LYCRA T400 EcoMade fibre (made from recycled and renewable materials).

Other sustainable technologies on display include COOLMAX EcoMade technology, which provides moisture-wicking cooling comfort, and THERMOLITE EcoMade technology, which delivers lightweight warmth. These fibres are made from either 100 per cent recycled textile waste, which lays the groundwork for circularity in the industry, or 100 per cent recycled PET bottles.

"While at Kingpins, we invite visitors to stop by our booth to download a copy of our Planet Agenda Update, our first annual public reporting on our sustainability efforts," said Jean Hegedus, sustainability director, The LYCRA Company. “The update details our holistic approach to sustainable product development and outlines our 2030 sustainability targets as we work toward our 2050 net zero commitment.”

ALCHEMPro News Desk (RR)