One of the most relevant trends in the denim category today is the integration of performance fibers for added functionality. Hollister is taking a 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.
“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., a division of Abercrombie & Fitch Co.
Dave Trerotola, president of Invista Apparel and Advanced Textiles, said, “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. 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 a 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 special qualities 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.
Invista Apparel and Advanced Textiles is based in Wilmington, Del., and is part of the Wichita, Kan.-based Invista Inc., a unit of Koch Industries.
Photo cutline: Hollister’s Advanced Stretch jeans with Coolmax All Season technology.