Lycra Brand Unveils New Stretch Denim Technology
Invista Inc., the apparel and home-textiles division of Wichita, Kan.–based Koch Industries, unveiled its new four-way stretch denim, XFit Lycra, during Los Angeles Fashion Week on the Rock & Republic runway.
“Most denim only stretches in width,” explained Duane Moosberg, Lycra business development director. “XFit Lycra stretches in both length and width, so it gives more of a 360-degree type of fit.”
According to the company, the benefits of the new denim include improved shape memory, an authentic denim feel and look and, because of its stretch properties, the ability to dress more body types. “It provides a wider fit to accommodate more diverse body types, giving the wearer the best, most flattering rear view,” Moosberg said.
Holly Watson, Invista’s marketing communications manager, emphasized the fabric’s wearability and comfort. “It responds to the body and offers double the comfort” of traditional denim, she said.
Moosberg is careful to point out that the new denim is not just for snug silhouettes. “It gives a lasting good look and eliminates the sagging associated with other stretch fabrics.”
Viewing XFit Lycra as an innovation in the growing stretch-denim market, Invista is confident consumers are ready for a new standard in denim. The plan is to position the denim initially in the premium denim market and eventually replace the existing stretch technology, Moosberg said. “Premium denim is so hot right now, that’s why it was perfect to partner with Rock & Republic.”
The Los Angeles–based denim company will exclusively offer items made from the new fabric through Spring 2006. Designer and Chief Executive Michael Ball showed 10 pieces made from XFit Lycra denim, ranging from a corset top to traditional jeans, at his Oct. 19 show at Sony Studios in Culver City, Calif. “This is just another example of how our alliance with Invista has transformed our ability to create cutting-edge designs,” Ball said.
XFit Lycra is patented both in the United States and internationally and will be manufactured under license internationally to meet sourcing needs, Moosberg said. Central Textiles Group in Hong Kong participated in the production of XFit Lycra and is the first production licensee to develop and commercialize the fabric for distribution. —Erin Barajas
