CANNES, November 8-10th 2022 – The LYCRA Company, world leader in the development of innovative fibers and technological solutions for the textile and apparel industry, and historic official partner of MarediModa, returns with an even wider offering for the swimwear world.
To get a closer look at the selected technologies of the LYCRA® brand, the special lounge at MarediModa will provide richer and more stimulating content and events. The area is dedicated, as always, to customers, partners, and friends of the LYCRA® brand to explore together the full potential of The LYCRA Company’s offerings for swimwear. Three key innovations include: LYCRA® ADAPTIV fiber, LYCRA® FitSense™ technology and LYCRA® XTRA LIFE™ fiber.
The new wearability live test preview at LYCRA® Brand Lounge
Guests will also be invited to preview a new special project illustrating how the LYCRA® brand meets different demands in stretch and recovery, alongside durability and quality in swimwear.
The LYCRA Company has conducted wear tests with athletes across different water sports disciplines.
The six athletes wore garments with LYCRA® fiber for a total of 75 hours and were asked about the quality of the garments’ performance using the following benchmarks: resistance, stretch, adaptability, quality of fit, shape and durability.
Specifically, the technologies and fibers in the wear tests were LYCRA® ADAPTIV fiber for paddle surfing in sea water, LYCRA® XTRA LIFE™ fiber for competitive swimming and LYCRA® T400® fiber for water polo in chlorinated pool water. The tests were conducted in collaboration with the Spanish brand Odeclas, specialist in high quality swimwear designed for demanding athletes, and Sponsify, a sports marketing agency based in Barcelona.
The LYCRA Company’s Commitment to Sustainability
To reaffirm the continuous commitment for a more sustainable value-chain, The LYCRA Company will take part in a panel discussion during the afternoon of the opening day. Alistair Williamson – Apparel Vice President, EMEA & South Asia of The LYCRA Company, will also deliver a speech ‘Durable Swimwear is Sustainable Swimwear’ to illustrate The LYCRA Company’s commitment -to a sustainable future. (November 8th 3pm, Conference area at MarediModa). At 4.30pm on November 8th Alistair Williamson, Apparel Vice President, EMEA & South Asia of The LYCRA Company, and Nicolas Banyols, Chief Commercial Officer of The LYCRA Company, will host a press conference at the LYCRA® brand Lounge area.
META FIT LAND – Show Cocktail Event in collaboration with Carvico and Jersey Lomellina
The LYCRA Company has collaborated with Carvico in the launch of a special new fabric collection by Carvico and Jersey Lomellina, incorporating LYCRA® ADAPTIV fiber.
The inspiration for this collection centers on the METAVERSE, a parallel world where real and virtual come together for new experiences. META FIT LAND is the place where you can discover the new era of wearability. To celebrate this launch, a cocktail event will be held at the Carvico Jersey Lomellina Living Space at 6pm on the MarediModa opening day.