Invista has a collaboration with Who What Wear. This addresses common denim dilemmas and shows how jeans with Lycra dual FX technology can solve them.

Last year Invista conducted an extensive consumer research project across five countries and found the main issue with stretch jeans was how they lost their shape as people moved throughout their daily activities. Invista needed to educate consumers on what’s inside their jeans matters and encourage them to look for styles with Lycra dual FX technology. The challenge was to do this in an engaging way.

Invista found the answer by teaming up with Who What Wear, a leading online destination for fashion, editorial content, and shopping. A key element of the collaboration is a curated shop where consumers can purchase jeans with Lycra dual FX technology from 19 featured brands.

At the upcoming Kingpins shows in Amsterdam and New York, Invista will showcase will showcase its latest denim fabric innovations. Invista will also share results from a study on bi-stretch that can help brands and retailers choose the best bi-stretch fabrics for their particular needs. This new tool can help guide fabric selection by illustrating the relative merits of different ways of achieving bi-stretch denim.