News & Blog

INTRODUCING MAIDENFORM SHAPEWEAR POWERED BY LYCRA® FITSENSE™ TECHNOLOGY

Nov 25, 2019

Maidenform has joined forces with LYCRA® brand to promote its new line of shapewear featuring the targeted, lightweight support of LYCRA® FitSense™ technology. This revolutionary innovation is brushed onto fabric made with LYCRA® fiber to deliver a comfortable fit and a smooth silhouette that’s perfect for the latest body-con fashions. The co-branded marketing campaign launches with a feature story on Refinery29 along with high-impact social media.

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The LYCRA Company Launches New Trademark Protection Campaign

Nov 22, 2019

The LYCRA Company has launched a new 360-degree trademark protection advertising campaign that sends a strong message about LYCRA® brand infringement to the legwear industry. The ad explains how The LYCRA Company fiercely protects the integrity of its flagship brand and warns against creating counterfeit hosiery garments that can damage the consumer’s perception of the LYCRA® brand.

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DNM LEVERAGES CO-BRANDED MARKETING TOOLS TO DRIVE SALES

Oct 21, 2019

DNM, a leading Turkish denim producer, has adopted several LYCRA® brand technologies for its Futuretech line of premium performance denim. The new fabric collection features LYCRA® BEAUTY fiber in its Shape Me and Shaped ‘n Relaxed denim and LYCRA® FREEF!T® technology in its E-Z Stretch collection.

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SUSTAINABLE SOLUTIONS FOR DENIM SHOWCASED AT KINGPINS AMSTERDAM

Oct 21, 2019

Join representatives from The LYCRA Company at Kingpins Amsterdam, October 23-24, to see our latest market-driven products for denim. We will be introducing LYCRA® EcoMade fiber, which demonstrates our long-term commitment to product sustainability, one of the pillars of our Planet Agenda platform. This new fiber is our first branded elastane/spandex product that is made with pre-consumer recycled materials.

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TARGET’S UNIVERSAL THREAD AND LYCRA® BRAND TEAM UP FOR FALL DENIM PROMOTION

Oct 17, 2019

Target’s Universal Thread, a women’s apparel and accessories brand grounded in denim, has joined the LYCRA® brand’s annual fall denim co-marketing program. The campaign is hosted by Refinery29, a leading global media and entertainment company for millennial and Gen Z women. Refinery29’s custom content explains the value and benefits LYCRA® dualFX® technology adds to Universal Thread’s jeans in order to drive interest and online sales.

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Meet May Coverer of the month: Payen

Oct 15, 2019

Founded in 1839 as a business producing silk yarn products, the Payen group has developed along with its market. The company has worked in partnership with LYCRA® fibre since its launch, when it specialised in producing covered synthetic yarn followed by two-way stretch woven fabrics. Today, Payen has made a name for itself at the high end of the market, and its products have been used in competitive sports at the highest level for the last 20 years. Bernard de Buhren, the company's chairman, gives us an insider’s account of a group that has the resources it needs to stay ahead of the game.

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JOE’S JEANS AND LYCRA® BRAND TEAM UP FOR FALL DENIM PROMOTION

Oct 14, 2019

Premium denim brand JOE’S JEANS is participating in the LYCRA® brand’s annual fall denim co-marketing program. The campaign is hosted by Refinery29 , a leading global entertainment and fashion editorial platform for millennial and Gen Z women. Custom content created by Refinery29 informs women about the value and benefits LYCRA® dualFX® technology adds to JOE’S JEANS in order to drive interest and online sales.

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