INVISTA Collaborates with Who What Wear to Promote Denim Brands Using LYCRA® dualFX® Technology

Co-Branded Marketing Campaign Highlights Best-in-Class Denim
Technology’s Unique Benefits

WILMINGTON, Del.–(BUSINESS WIRE)–INVISTA — owner of the LYCRA® brand and long an innovator in comfort,
style and fit — has teamed up with Who What Wear, a leading fashion
editorial and shopping website amongst millennials, to showcase the FALL
DENIM EDIT featuring 2017’s most fashionable and technically savvy jeans
for women. What makes the featured jeans unique is the inclusion of
LYCRA® dualFX® technology, the key ingredient that allows denim to keep
its shape, all day, every day.

This first-ever collaboration between the two firms will promote jeans
by leading brands including CITIZENS OF HUMANITY, FRAME and JOE’S JEANS.
These brands have all adopted LYCRA® dualFX® technology and it’s
featured in their fall lines. This unique innovation offers women the
enhanced comfort and exceptional fit they desire in jeans across a range
of styles and finishes–from distressed vintage to more contemporary

LYCRA® dualFX® technology achieves its long lasting shape retention by
combing two LYCRA® brand fibers into a single resilient yarn. One LYCRA®
fiber adds stretch to denim, and the second LYCRA® fiber ensures it
always snaps back to its original shape. The two fibers work in tandem
to create stretch denim fabrics that won’t stretch out.

The unique attributes of this patented technology will be highlighted in
the content developed exclusively for this program, which is targeted to
millennials and designed to be shoppable and shareable. It will live on
Who What Wear’s new “Denim
” and includes:

  • Videos that discuss denim dilemmas and offers solutions – JOE’S JEANS
    are featured in the first episode about vintage-style denim.
  • Interviews with social media influencers – Blogger and denim
    aficionado Britney Xavier shares her #1 denim rule and why she loves
    her FRAME jeans.
  • Trend stories – High-waisted vintage-style jeans are fashion-forward
    and CITIZENS OF HUMANITY and FRAME jeans are cool, according to the
    tastemakers at Who What Wear.

Additional campaign elements appearing on Who What Wear channels include
LYCRA® dualFX® technology run-of-site advertising and newsletter
takeovers, digital banner ads and homepage takeovers for featured denim
brands, a robust social media plan (that will also be executed across
LYCRA® brand channels), and a Curated
Denim Shop

“We’re incredibly excited to work with Who What Wear on this
comprehensive and multi-faceted initiative,” said Rita Ratskoff,
INVISTA’s senior denim marketing manager. “They know millennial fashion
well and have created an amazing platform that makes it easy to learn
about the latest denim fashions and innovations. They even provide links
to make an instant purchase on any device.”

Who What Wear sees the collaboration in a similar light.
“Our readers love shopping online, and we know they’re always after
on-trend pieces that are comfortable enough to live in,” said Natalie
Cantell, Who What Wear’s fashion director. “Not all jeans are created
equal. Learning to look for LYCRA® dualFX® technology is the first step
to making sure your new jeans will feel as good as they look and can be
relied on to keep their shape.”

Visit Who What Wear to explore its “Denim
,” see all the elements of this marketing campaign, and browse
its Curated Shop featuring its top 30 picks for fall. This program runs
through October 15.

For more information on LYCRA® dualFX® technology, click here.


With leading brands including LYCRA®, COOLMAX®,
®, INVISTA is one of the world’s
largest integrated producers of chemical intermediates, polymers and
fibers. The company’s advantaged technologies for nylon, spandex and
polyester are used to produce clothing, carpet, car parts and countless
other everyday products. Headquartered in the United States, INVISTA
operates in more than 20 countries and has about 10,000 employees. For
more information, visit,

About Who What Wear

Who What Wear is a digital fashion publication and community for
women interested in developing their personal style and shopping. Who
What Wear is owned and operated by
 Clique Media Group, a
global media, marketing, and consumer brands company. Through its brands—
What Wear,
 MyDomaine, Byrdie, CollegeFashionista, The
, and Obsessee—CMG
combines the power of data science with its expert editorial team to
create content and products that millennial women and Gen Z girls crave.

LYCRA® and dualFX® are trademarks of INVISTA.


Kristin Altimari, +1-316-828-1057