News & Blog


Aug 03, 2018

Leading brand and retailer Guess has adopted COOLMAX® technology for several men’s denim styles that are perfect for the summer season. Created for the European market, these easy-care jeans are available in Skinny, Superskinny and Regular fits.
GUESS jeans for Men with COOLMAX® technology_SS 2018 collection
What’s Inside Matters
Today’s active consumers are looking for performance denim that delivers year-round comfort. Guess jeans with COOLMAX® technology transport moisture away from the body to the surface of the fabric where it evaporates. This helps keep the wearer cool and dry whether he’s active or the temperatures are high.
Double the Brand Power
Guess has used COOLMAX® technology in its collections before and knows to promote its use on pocket riders on its website. By clearly explaining the benefits this advanced technology offers consumers, Guess helps increase purchase intent to drive sales.
If you’re tired of your denim sales slumping each summer, contact the COOLMAX® brand expert listed below to find out which innovation is right for your collection.

COOLMAX® is a trademark of The LYCRA Company.


The LYCRA Company Silvia Toledo North EMEA Denim Senior Account Manager +34 93 237 92 84 Barcelona SPAIN