A multi-faceted, consumer-facing denim campaign in concert with COSMOPOLITAN magazine, demonstrating the amazing custom-like fit of jeans made with the latest LYCRA® fiber technologies.
Three premium denim brands - Joe’s®, Hudson® Jeans and DL1961 Premium Denim have joined the campaign to get the word out to millennial consumers about where they can find these best-fitting jeans. The initiative with COSMOPOLITAN includes an eight-page “Jean Scene” insert in the October edition of COSMPOLITAN featuring millennial actresses from several popular shows on the CW Network wearing the jeans, a Tweetstakes contest for a chance to win jeans from the premium brands, consumers can also access a Behind-the-Scenes video to hear what the actresses had to say about the jeans, and a popular blogger styled looks with each of the premium brands for posting to her social sites.
A denim-specific hashtag #LYCRAmovesDENIM was created to start the movement on our new Instagram and Twitter social sites (@LYCRAbrand).
About THE LYCRA Company
The LYCRA Company innovates and produces fiber and technology solutions for the apparel and personal care industries, as well as specialty chemicals used in the spandex and polyurethane value chains. Headquartered in Wilmington, Delaware, The LYCRA Company is recognized worldwide for its innovative products, technical expertise, and unmatched marketing support. The LYCRA Company owns leading consumer and trade brands: LYCRA®, LYCRA HyFit®, LYCRA® T400®, L by LYCRA®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX®, TACTEL®, and TERATHANE®. While The LYCRA Company’s name is new, its legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fiber. Today, The LYCRA Company is focused on adding value to its customers’ products by developing unique innovations designed to meet the consumer’s need for comfort and lasting performance. For more information, visit www.thelycracompany.com.
LYCRA®, LYCRA® FitSense™, and LYCRA® MyFit™ are trademarks of The LYCRA Company.
* A complete up-to-date list of our current certifications can be found at lycra.com/sustainability.