This first-ever collaboration between the two firms will promote jeans by leading brands including Citizens of Humanity, Frame and Joe’s Jeans. These brands have all adopted Lycra dualFX technology and it is featured in their fall lines. “This innovation offers women the enhanced comfort and exceptional fit they desire in jeans across a range of styles and finishes--from distressed vintage to more contemporary skinnies,” the company explains.

Lycra dualFX technology achieves its long-lasting shape retention by combing two Lycra brand fibres into a single resilient yarn. One Lycra fibre adds stretch to denim, and the second Lycra fibre is said to ensure it always snaps back to its original shape. The two fibres work in tandem to create stretch denim fabrics that won’t stretch out.

The special attributes of this patented technology will be highlighted in the content developed exclusively for this programme, which is targeted to millennials and designed to be shoppable and shareable. It includes videos that discuss denim dilemmas and offers solutions – Joe’s Jeans are featured in the first episode about vintage-style denim; interviews with social media influencers; and trend stories.

“We’re incredibly excited to work with Who What Wear on this comprehensive and multi-faceted initiative,” said Rita Ratskoff, Invista’s Senior Denim Marketing Manager. “They know millennial fashion well and have created an amazing platform that makes it easy to learn about the latest denim fashions and innovations. They even provide links to make an instant purchase on any device.”

“Our readers love shopping online, and we know they're always after on-trend pieces that are comfortable enough to live in," said Natalie Cantell, Who What Wear's fashion director. "Not all jeans are created equal. Learning to look for Lycra dualFX technology is the first step to making sure your new jeans will feel as good as they look and can be relied on to keep their shape."

www.invista.com