The Lycra Company introduced a breakthrough technology, Lycra Adaptive fiber.
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The fiber enables garments to better fit different lifestyles, movements and different body types, according to the provider of innovative solutions for stretch and performance technologies for the clothing industry. The patent-pending adaptive fiber is made from a revolutionary polymer and has a unique chemistry that allows it to adapt in a hybrid way to the functional needs of the wearer, he added.
This means that when at rest the polymer adjusts its pressure holding force to ensure the correct fit, shape and control, and when the wearer is in motion, the polymer adjusts its elasticity for improved comfort of movement and skin effect, so that the garment fits better Stay in place, Lycra. Garments made from fabrics with Lycra Adaptive fiber are durable and easier to put on and take off, according to the company.
“Consumers are looking for garments that offer greater versatility from work to leisure to social occasions, and also season to season and year to year,” said Steve Stewart, chief brand and innovation officer for the Lycra Company. “They want clothes that can adapt to their individual needs and lifestyle, as well as clothes that can adapt to their unique body type, even if their height or shape changes or fluctuates. The Lycra Adaptive fiber is the answer to all of these consumer needs. “
An image from the Lycra Adaptive Fiber creative campaign.
The Lycra Company conducted in-house studies to evaluate wearer performance by comparing fabrics and garments containing Lycra Adaptive fiber to the same fabrics and garments containing only generic spandex. The results showed several benefits of using the Lycra Adaptive fiber, including comfort of movement and performance like a second skin, accompanied by dimensional stability and greater freedom of movement with a comfortable fit.
Size inclusiveness is also an important benefit as the Lycra Adaptive fiber promotes one size fits all. The softer stretch within the wearing zone allows for an expanded fit window that covers a wider range of body shapes within a certain size. This makes the one-size-fits-more approach and the potential to reduce SKUs a practical option.
“Size inclusion is not a buzzword – it’s becoming increasingly important to today’s consumers,” said Deana Stankowski, strategic marketing director for Active, Intimates and Swim at Lycra Company. “Every consumer’s body is unique and they want clothing they believe was designed for them, clothing that increases their personal comfort and confidence. Size alone is not a sufficient indication of build and shape. As a result, traditionally sized garments may not fit every consumer within that size. This is what makes Lycra Adaptive fiber so revolutionary. As a result, garments made from this fiber can adapt to many body shapes within a size range. “
The company worked with DIP agency to develop a new Lycra sub-brand identity that communicates the “adaptive” nature of this new fiber. The global agency FCB was selected to develop the “Lycra Adaptive Fiber Adapts to your world” campaign. The campaign uses computer-generated graphics to promote the adaptability of this groundbreaking spandex fiber innovation.
The Lycra Adaptive fiber will be launched in the Asia-Pacific region in the Lycra Company pavilion at Intertextile Shanghai from October 9th to 11th at the National Exhibition and Convention Center in Shanghai. Lycra Adaptive fiber is also being introduced to the denim industry in North America through exclusive, invitation-only virtual meetings from September 21-22.
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