News & Blog

New GUESS Jeans Feature COOLMAX® technology for Enhanced Comfort

Apr 25, 2017

Leading apparel brand and retailer GUESS has introduced a new pair of jeans for the European market featuring COOLMAX® technology. Designed for men, FORMENFIT™ Cotton Blend Skinny Jeans look like authentic denim, but its fabric offers a soft hand feel, moisture management, and breathability for greater comfort.

Why Choose COOLMAX® technology?

Whether FORMENFIT™ jeans are worn in high temperatures, or while being active, COOLMAX® technology is engineered to keep the wearer feeling cool, dry and comfortable longer. The specially designed denim fabric transports moisture away from the body to the surface of the fabric where it evaporates. Best of all, these benefits are permanent and do not wash out or diminish over time. FORMENFIT™ jeans are available online or in stores now.

Technology Benefits Drive Sales

GUESS is using co-branded bespoke hangtags to differentiate its FORMENFIT™ jeans in order to drive sales. The hangtags leverage COOLMAX® brand equity and clearly promote its desirable benefits to consumers. Contact your marketing manager to learn more about the benefits of adding COOLMAX® technology to your denim or other apparel.

COOLMAX® is a trademark of INVISTA.


INVISTA Apparel & Advanced Textiles Silvia Toledo North EMEA Denim Account Manager +34 93 237 92 84 Barcelona SPAIN