News & Blog

We are proud to announce that our COOLMAX® technology has been introduced into an extensive collection of H&M’s key summer styles and wardrobe essentials, helping the retailer to bring effortless style and supreme functionality to its menswear offering.

The Challenge

Consumers value comfort and a major source of wearer discomfort is feeling hot and sticky. Whether perspiration is caused by high temperatures or physical activity, it can drain your energy and negatively impact your performance. Today’s consumers want to enjoy the cooling performance benefits they’ve experienced when wearing activewear in other types of apparel.

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.

ISPO TEXTRENDS is a valuable resource for designers and brands seeking out the latest textile trends and fabric innovations for their sports apparel collections. Held during ISPO MUNICH, visitors flock to Hall C3 to see the top innovations selected by an independent jury of textile experts.