One of the most relevant trends in the denim category today is to integrate performance fibers for added functionality. Hollister is taking a leading position in the performance arena with their Advanced Stretch Jeans with COOLMAX® ALL SEASON technology. The fabric moves moisture away to keep the body cool and dry on hot days, and has insulating fibers for added warmth when it is cool. These benefits come from the fiber structure, so they are permanent and don’t wash out.
“At Hollister, denim is a part of our DNA and we continue to find ways to enhance the assortment. Our goal with the innovative COOLMAX® ALL SEASON technology is to provide products that fit the needs of our customer’s on-the-go lifestyle,” said Kristin Scott, Brand President of Hollister Co.
“We believe pairing one of the hottest teen denim brands and with one of the coolest fabric technologies available on the market today will resonate with consumers,” remarked Dave Trerotola, President of INVISTA Apparel and Advanced Textiles. “Our research shows that among ingredient brands in the cooling space, the COOLMAX® brand is the most likely to positively influence purchase intent.” *
In conjunction with launch of the new product line, Hollister and INVISTA have created an exciting, new multi-channel social media campaign to showcase the benefits of the jeans. Digital illusionist and YouTube star, Zach King, appears in a video via this link https://coolmax.com/en/News-and-Blog/2017/01/Zach-King promoting the magic of jeans with COOLMAX® ALL SEASON technology. Teen influencers will be featured in shareable content, and others can join in the fun by using the hashtag #HollisterCOOLMAX.
The quintessential retail brand of the global teen consumer, Hollister Co. celebrates the liberating spirit of the endless summer inside everyone. Inspired by California's laidback attitude, Hollister's clothes are designed to be lived in and made your own, for wherever life takes you. A division of Abercrombie & Fitch Co. (NYSE: ANF), Hollister provides an engaging, welcoming, and unique shopping experience through its global e-commerce websites and its 550 retail locations.
With leading brands including LYCRA®, COOLMAX®, CORDURA®, STAINMASTER® and ANTRON®, INVISTA is one of the world’s largest integrated producers of chemical intermediates, polymers and fibers. The company’s advantaged technologies for nylon, spandex and polyester are used to produce clothing, carpet, car parts and countless other everyday products. Headquartered in the United States, INVISTA operates in more than 20 countries and has about 10,000 employees. For more information, visit www.INVISTA.com, Facebook.com/INVISTAglobal and Twitter.com/INVISTA.
You can also learn more about Lycra which is a synthetic elastane fiber that can stretch up to six times its length and then return to its original state.