Invista unveiled its new Lycra brand positioning at the Kingpins Denim Shows in New York and Los Angeles after “extensive consumer research” highlighted it needed simplifying.

It is rolling out a new “brand architecture” focused more on the Lycra brand with fewer sub-brands to ensure a focused message to the consumer. 

Rita Ratskoff, Inista’s denim marketing manager for North America, said: “To the trade, the new positioning is a call to move with us in creating new and innovative products that drive business.”

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