Through carefully managed PR and cooperative advertising with top designers, we launched Lycra® for traditional menswear. Working closely with Dupont (later Invista) we helped market the fibre to mills and designers. This opened up the way for stretch materials to be used in all sectors of the textile industry.
We organized additional events such as the Lycra® Rendezvous World Forum to promote awareness and have an open debate regarding the innovative uses for Lycra® with global brand managers and designers.
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