The LYCRA Company unveils new denim innovations at London event

The LYCRA Company, a global leader in developing innovative and sustainable fiber and technology solutions for the apparel and personal care industries, hosted a denim and casual woven industry trends presentation at the prestigious Home House in London on September 26, 2024. The event highlighted groundbreaking advancements in fabric technology and market insights, attracting key figures from the fashion and textile sectors.

In collaboration with Kantar, the event provided an in-depth analysis of the UK denim and chino market, with a focus on key statistics and emerging consumer trends. Sam Wright, consumer editor at Kantar, explained: “Over the past decade, GB shoppers have embraced a more laid-back style, with casualwear now making up almost a third of market spend. Denim is at a five-year high, driven by double-digit growth in relaxed fits like baggy and boyfriend styles. To win big, brands need to attract more shoppers by focusing on core essentials that blend comfort and everyday style.”

Ebru Ozaydin, global strategic marketing director of Denim and Wovens at The LYCRA Company, took the stage to unveil the company’s latest denim innovations, including the introduction of LYCRA FitSense Denim Technology, which delivers invisible targeted shaping to make every pair of jeans a perfect fit, for all body types and shapes. Additionally, Ozaydin highlighted the ongoing development of bio-derived LYCRA fiber, part of The LYCRA Company’s ongoing partnership with Qore to create a sustainable fiber option made from renewable content.

Salli Deighton, CEO of LaundRe, presented a compelling introduction to the launch of LaundRe, a pioneering circular and reshoring denim hub in London. Deighton’s presentation focused on how LaundRe’s innovative services will empower brands to reshape the future of denim through sustainability and creativity. Stay tuned for the upcoming launch of LaundRe.

“Sustainability is now a key driver for consumers,” Ozaydin explained. “Four out of five shoppers are willing to pay a premium for sustainably made clothing. Our collaboration with Qore to develop bio-derived LYCRA fiber made with QIRA is just one of the ways The LYCRA Company is focused on reducing our environmental impact and delivering on consumer preference for sustainable options.”

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (HU)