The Lycra Company in CGI video mode at Kingpins
17/10/2022
“Since virtual experience is an integral part of the emerging metaverse, digital fashion has inspired our storytelling as a creative way to engage with consumers. We have created virtual assets that will resonate with the denim consumer – particularly Gen Z who is tech-savvy and spends more time online – about the key benefits of Lycra Adaptiv fibre,” said Ebru Ozaydin, The Lycra Company’s strategic marketing director for denim and ready-to-wear.
Lycra Adaptiv, a recent development by the company, which is under new ownership, is said to be made from a patent-pending polymer that adjusts elasticity to a wearer's needs, modulating its holding force to deliver the best comfort when the wearer is at rest or in motion. For brands and retailers, this “fit forgiving” fibre adapts to a wide array of body shapes, sizes and genders.
The company will also be highlighting its Planet Agenda Update at the show. “It is our first annual public reporting on our sustainability efforts and it outlines our 2030 sustainability targets as we work toward our 2050 net zero commitment,” said Jean Hegedus, sustainability director for The Lycra Company.
Image courtesy of The Lycra Company
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