Wilmington Del, United States
The
LYCRA Company, a global leader in innovative solutions for stretch and
performance technologies for the apparel industry, has introduced a
breakthrough technology, LYCRA ADAPTIV fibre.
This
fibre allows garments to have a better fit for various lifestyles, movements
and different body types. The accompanying new brand identity,
LYCRA ADAPTIV was created to communicate these new and beneficial motion
attributes.
Made
from a revolutionary polymer, this patent-pending, adaptive fibre has a unique
chemistry that allows it to adjust to a wearer’s functional needs in a hybrid
manner. This means that when the wearer is at rest, the polymer adapts its
compressive holding force to deliver the right fit, shape and control. And when
the wearer is in motion, the polymer adapts its elasticity to deliver improved
comfort in motion and a second-skin effect allowing the garment to stay in
place better. Garments made with fabrics containing LYCRA® ADAPTIV
fibre are durable and are also easier to put on and take off.
The
LYCRA Company has conducted internal studies to assess wear performance by
comparing fabrics and garments containing LYCRA ADAPTIV fibre versus
the same fabrics and garments containing only generic spandex.
The
LYCRA Company worked with DIP agency to develop a new LYCRA sub-brand
identity that communicates the “adaptive†nature of this new fibre. The global
agency FCB was selected to develop the campaign “LYCRA ADAPTIV fibre
Adapts to your world.†The campaign leverages computer-generated graphics to
promote the adaptive nature of this ground-breaking spandex (elastane) fibre
innovation.
The LYCRA
Company
innovates and
produces fibre and technology solutions for the apparel and personal care
industries. Headquartered in Wilmington, Delaware, The LYCRA Company is
recognized worldwide for its innovative products, technical expertise,
sustainable solutions, and unmatched marketing support.
Source: businesswire INDIA
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