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The LYCRA Company launches annual fall denim co-marketing program

Jeans featuring patented LYCRA® dualFX® technology featured on Refinery29

Published on Sep 17, 2019  -  Wilmington, DELAWARE

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The LYCRA Company, owner of the LYCRA® brand family of fibers, announced today that it has launched a global co-branded marketing program to promote denim jeans made with its LYCRA® dualFX® technology.

The program will premiere on Refinery29 (R29), a leading global media and entertainment company for young women.

Models posing for the Refinery29-LYCRA® brand global co-branded marketing program to promote denim jeans made with LYCRA® dualFX® technology

Models posing for the Refinery29-LYCRA® brand global co-branded marketing program to promote denim jeans made with LYCRA® dualFX® technology

Patented LYCRA® dualFX® technology combines two LYCRA® brand stretch fibers to add extra flexibility and bounce back recovery to denim. This means jeans hold their shape all day, every day resisting bag and sag while delivering exceptional comfort and fit.

Inspired by the two fibers in LYCRA® dualFX® technology, diverse pairs of real women are featured in some of this year’s custom content created by R29. Whether it is a night on the town, on the dance floor or simply hanging out together, these women demonstrate how jeans with LYCRA® dualFX® technology deliver a comfortable, lasting fit for all body types regardless of their shape or size.

The annual fall denim campaign is designed to drive interest and purchase of the co-brands’ jeans by educating the consumer on the lasting comfort, fit and performance of LYCRA® dualFX® technology. Through a combination of compelling photo features and engaging serviceable content, audiences learn information on how to shop for denim, fit tips, and trending styles from a fashion authority. The custom content links to the featured denim brand’s website for a seamless shopping experience.

This year’s participating brands are 7 FOR ALL MANKIND, AMERICAN EAGLE, C&A, CALVIN KLEIN JEANS, DL 1961, ESPRIT, GUESS, JOE’S JEANS, LEVI’S®, LONG TALL SALLY, NEXT, NYDJ, SUPERDRY, TORRID and TARGET'S UNIVERSAL THREAD. Some of these brands will be featured exclusively on R29’s dedicated country sites in the United Kingdom and Germany.

“We selected R29 to develop our denim campaign because its custom content helps our co-brands connect with its target consumers in relevant and meaningful ways. Refinery29 excels at storytelling and effectively communicating the value and differentiated benefits of our technology to drive sales of our co-brands’ jeans.”

Rita Ratskoff

Senior Strategic Account Manager

The LYCRA Company

The 360-degree activation is also amplified on LYCRA® brand owned and paid media channels to further drive consumer purchase intent and highlight the unmatched level of marketing support The LYCRA Company offers its global customers.

Explore our co-branded content from this year's program with Refinery29 at


LYCRA® and dualFX® are trademarks of The LYCRA Company.

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