Hollister, a retail brand of the global teen consumer, has introduced a new line of performance jeans for guys and girls that incorporates Invista’s Coolmax All Season technology and Lycra fibre for year-round comfort and lasting fit.

One of the most relevant trends in the denim category today is to integrate performance fibres for added functionality. Hollister aims to take a leading position in the performance arena with the company’s Advanced Stretch Jeans with Coolmax All Season technology.

The fabric is designed to move moisture away to keep the body cool and dry on hot days, and has insulating fibres for added warmth when it is cool. These benefits come from the fibre structure, so they are permanent and don’t wash out, according to the manufacturer.

Coolest fabric technology

“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,” commented 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.”

#HollisterCOOLMAX

In conjunction with launch of the new product line, Hollister and Invista have created a new multi-channel social media campaign to showcase the benefits of the jeans.

Digital illusionist and YouTube star, Zach King, appears in a video 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.

“We created a campaign to raise awareness of the new jeans and their benefits among digitally savvy teenagers,” explained Jean Hegedus, Invista Global Segment Director, Denim. “The campaign has three exciting components that will live on both brands’ social media channels and are designed to be shareable. Teens can learn more about the jeans, see who’s wearing them, and what they’re saying about them by searching #HollisterCOOLMAX on Snapchat, Facebook, Instagram and Twitter.”

www.invista.com

www.hollisterco.com