The Lycra Company, a leader in innovative solutions for stretch and performance technologies for the apparel industry, has introduced a new breakthrough technology called Lycra Adaptiv fibre. The novel fibre allows garments to have a better fit for various lifestyles, movements and different body types. The accompanying new brand identity, Lycra Adaptiv, was created to communicate these new and beneficial motion attributes.

Made from a ‘revolutionary’ polymer, the patent-pending, adaptive fibre is said to have a unique chemistry that allows it to adjust to a wearer’s functional needs in a hybrid manner. When the wearer is at rest, the polymer adapts its compressive holding force to deliver the right fit, shape and control, and when the wearer is in motion, the polymer adapts its elasticity to deliver improved comfort in motion and a second-skin effect allowing the garment to stay in place better. Garments made with fabrics containing Lycra Adaptiv fibre are also said to be durable and easier to put on and take off.

Size inclusivity is not a buzzword – it is increasingly important to today’s consumers

“Consumers are seeking garments that offer greater versatility, from work to leisure to social, and also from season to season and year to year,” says Steve Stewart, chief brand and innovation officer at The Lycra Company. “They want garments that can adapt to their individual needs and lifestyle as well as ones that can adapt to their unique body type, even when their body size or shape may change or fluctuate. LycraAdaptiv fibre is the answer to satisfy all of these consumer needs.”

The Lycra Company has conducted internal studies to assess wear performance by comparing fabrics and garments containing Lycra Adaptiv fibre versus the same fabrics and garments containing only generic spandex. The company says that results show several advantages in using Lycra Adaptiv fibre including comfort-in-motion and second skin performance accompanied by shape retention and greater freedom of movement with a comfortable hold.

Size inclusivity is also said to be a key benefit in that Lycra Adaptiv fibre promotes one-size-fits-more. The softer stretch within the wearing zone allows for a widened fit window that covers a broader range of body shapes within a given size. This makes the one-size-fits-more approach, and the potential reduction of SKUs, a practical possibility.

“Size inclusivity is not a buzzword – it is increasingly important to today’s consumers,” says Deana Stankowski, strategic marketing director for active, intimates, and swim at The Lycra Company. “Every consumer’s body is unique, and they want clothes they feel were designed for them – clothes that increase their personal comfort as well as their confidence level. Size alone is an inadequate indication of body type and body shape. Therefore, traditionally sized garments may not fit every consumer within that size. That’s what makes LycraAdaptiv fibre so revolutionary - it allows garments made with this fibre to adapt to many body shapes within a size range.”

The Lycra Company worked with DIP agency to develop a new Lycra sub-brand identity that communicates the “adaptive” nature of this new fibre.  The global agency FCB was selected to develop the campaign ‘Lycra Adaptiv fibre Adapts to your world’. The campaign leverages computer-generated graphics to promote the adaptive nature of the ground-breaking spandex (elastane) fibre innovation, Lycra says.

Two upcoming trade events will support the launch of Lycra Adaptiv fibre. LycraAdaptiv fibre will be launched in the Asia-Pacific region at The Lycra Company’s pavilion at Intertextile Shanghai (booth 1.1 – E51 located in Hall 1.1), which takes place from 9-11 October, at the National Exhibition and Convention Center in Shanghai. For a virtual booth tour and daily show highlights, visit https://www.lycra.com/en/2021Intertextile. Lycra Adaptiv fibre will also be launched in North America to the denim industry via exclusive, invite-only virtual meetings being held on 21-22 September.

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