News & Blog


Jun 04, 2019

Known as India’s fashion hub, fbb turned to The LYCRA Company to help it develop an in-store promotion for its new line of men’s shirts by Buffalo brand, which is celebrating its 50th anniversary this year. Featuring COOLMAX® technology and suitable for any occasion, “Checks Shirts” are perfect for hot, humid summers in India. Available in 10 colorways, the stylish new range is engineered to keep the wearer cool, dry and comfortable.

Buffalo summer shirts with COOLMAX® technology store showcase

Inside the Technology

fbb’s adoption of COOLMAX® technology for woven shirts is a first for one of the leading retailers in India. COOLMAX® technology wicks moisture away from the body and transports it to the surface of the breathable fabric where it evaporates quickly. This means that whether the wearer is being active, or the temperature is high, he can depend on COOLMAX® technology to help him beat the heat.

Buffalo summer shirts with COOLMAX® technology store showcase

Trust the Marketing Experts

Studies show that when consumers are educated about the technology benefits of a garment, they recognize its added value and are willing to pay a higher price. The marketing campaign developed for “Checks Shirts” uses in-store posters, arm tags, sewn labels and hangtags to highlight the benefits of COOLMAX® technology to drive sell-through. This promotion is running in all major fbb stores in India through July 2019, and is being promoted on its Facebook page.

To learn more about COOLMAX® technology for woven apparel, contact Kapil Lakhwara, Consultant Marketing & Business Development India.

COOLMAX® is a trademark of The LYCRA Company.


The LYCRA Company Kapil Lakhwara Consultant Marketing & Business Development India +91 8800113285 Gurgaon INDIA