Hollister debuts new line of performance
denim with COOLMAX® ALL SEASON technology and LYCRA® fiber
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, air bags and countless other everyday
products. A wholly owned subsidiary of Koch Industries and
headquartered in the United States, INVISTA has more than 50
locations around the world.
Hollister recently introduced a new line of performance jeans
for guys and girls that incorporates INVISTA’s COOLMAX® ALL
SEASON technology and LYCRA® fiber for year-round comfort and
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.
Mr. Dave Trerotola, President of
INVISTA Apparel and Advanced Textiles.
“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.
COOLMAX® and LYCRA® are trademarks