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Corporate Update
LYCRA in partnerships with major brands
A man’s ’second skin’ will never be the same
again. Lycra and Emporio Armani in Italy have launched a co-branding agreement
in men’s underwear. The partnership teams up one of the world’s most
reputable fashion houses and one of the most innovative products of the century.
These intimate garments that are on sale in Italy’s La Rinascente department
stores all carry the Lycra HAS IT hang tags. They’re also featured as part
of branded window displays in the Milan flagship store. And considering that
an estimated 700,000 people pass by the store’s windows every day, this
is a true case of ‘intimacy revealed’!
Lycra and Marithe + Francois Girbaud
The close co-operation between Lycra and Marithe + Francois Girbaud has produced
a new venture that is sure to leave its mark. These two brands, icons of research,
technology and innovation, join forces in an exciting new project: a collection
of eight exclusive, best-seller styles drawn from the history and iconography
of jeans by Marithe + François Girbaud, now reinterpreted in a high-tech
thanks to the latest evolution of Lycra brand. New generation denim fabrics
are enriched with an invisible Lycra soul. This newly developed Lycra fabric
is one of the new developments from Invista. Its outstanding properties give
jeans a “new intelligence” and permit the creation of denim apparel
that offers unprecedented comfort and excellent benefits in terms of coolness
and breathability. The special kult limited edition is composed of two mini
ranges - one for men and one for women - of three jeans styles and a short jacket.
The extraordinary creative potential provided by the new denim fabrics with
Lycra fibre inspired Marithe + Francois Girbaud to create clothes that are revolutionary
not only for their style but also for their fit: exclusive creations whose good
looks and practicality merge to create a sophisticated architecture of forms
that enhance their beauty and sensuousness.
Such a unique collection (only 100 will be made of each style) could only be
sold through an exclusive channel: at YOOX, the coolest and most-visited e-concept
store of the moment in Europe.
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