INVISTA’S CORDURA® BRAND TEAM ON LOCATION IN FASHION CAPITAL
New Features in CORDURA® Denim Fabric Showcased at Denim by Premiere Vision Show in Paris
For the second consecutive year, INVISTA’s CORDURA® brand team will feature the latest CORDURA® Denim fabric innovations at the 2011 Denim by Premiere Vision show, which takes place May 25–26 in Paris, France. The brand’s new denim offerings—by INVISTA’s authorized CORDURA® fabric mill, Artistic Milliners—include stretch styles, in weights ranging from 9.00 oz to 13.75 oz, as well as stylish coatings and fashion forward finishes. Visit INVISTA stand H71 and Artistic Milliners stand H31 to learn more.
“The Denim by Premiere Vision show is the place to see and showcase the latest in denim designs, and it is an honor to participate for a second year,” said Cindy McNaull, global CORDURA® brand and marketing director. “CORDURA® Denim fabrics offer a range of excellent options for designers in search of stylishly durable and comfortable material to create fashions for virtually any application—from the skate park to the dance floor and weekend wear to the workday—plus every one of our denim innovations provides the innate durability of CORDURA® brand fabric.”
The new stretch CORDURA® Denim fabrics developed by Artistic Milliners are available in various compositions, some with LYCRA® T400® fiber and some with LYCRA® fiber. These fabrics bring freedom of movement to durable denim, allowing the wearer to be comfortable as they go about their daily activities.
As a part of its key messaging for the show, the INVISTA team will be offering a range of options to help customers deal with the rising cost of raw materials. While raw material prices are increasing, the impact is being felt by the consumer as well. To stimulate buying at higher price points, innovation and added value are essential. CORDURA® Denim fabrics offer the authentic look, comfort and feel of traditional 100 percent cotton denim with built-in, long-lasting durability and added value.
“Extending the life and performance of denim and other CORDURA® fabric offerings is our goal and supports our brand’s tagline of ‘Sustainability Begins With Products That Last™, ’” said McNaull.
The Denim by Premiere Vision show in Paris, France, will be held at the Halle Freyssinet, a former railway engine repair shop in the heart of Paris and in a neighborhood known for hosting a number of architectural projects and fashion shows. Customers are invited to meet the CORDURA® brand team, as well as see the latest innovations in CORDURA® Denim fabric at INVISTA stand H71, or at the Artistic Milliners stand H31.
For more information on CORDURA® Denim fabrics, please visit www.CORDURA.com.
About Artistic Milliners
Quality-Service-Innovation: These are the core values of Artistic Milliners. Established in 1949, Artistic Milliners is a fully vertically integrated textile set up with the aim of providing high-end customers with premium quality denim fabrics and garments. Artistic Milliners has the ability to cater to specific client needs with package deals such as product development at source, design support, shorter lead times, on-time deliveries and warehousing facilities. For more information, visit www.ARTISTICMILLINERS.com.
About CORDURA® brand
INVISTA’s CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable Fabrics™. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world’s leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word “CORDURA®” must be spelled out in all caps, used with an ®, and followed by the word “brand” or “fabric.”
To learn more about INVISTA’s CORDURA® brand, end-use products, and marketing tools please visit www.CORDURA.com and follow us on Facebook, http://facebook.com/CORDURABrand, and Twitter, http://twitter.com/CORDURAbrand.
About LYCRA® T400® fiber
LYCRA® T400® fiber is INVISTA’s trademark for its bi-component fiber. The fiber itself is made with two distinct polymers which shrink differently, causing the fiber to form a permanent coil. After being exposed to heat in the standard finishing process, the coil gets even tighter. Unlike textured fibers which rely on mechanical processes to develop their stretch, the physical coil-like structure of LYCRA® T400® fiber provides durable recovery. Key benefits of LYCRA® T400® fiber include:
- Aesthetics – Garments need to withstand repeated washing and wearing to maintain aesthetics and performance over time.
- Strength and durability – LYCRA® T400® fiber has a higher tear strength and increased abrasion resistance as well as being more resilient to chlorine and bleach.
- Moisture management – The fiber can bring moisture management properties to help the wearer stay cool and comfortable by channeling moisture away from the skin to the surface of the fabric for drying.
- 360 degree fit – XFIT LYCRA® fabrics can incorporate yarns with LYCRA® T400® fiber for ultimate stretch and recovery in all directions. Branding – The LYCRA® T400® fiber brand meets INVISTA’s high quality standards so customers and consumers can be confident that the brand will always meet specific excellence demands.
For more information, please visit www.LYCRA.com.
Elizabeth Romero/Maria Martinat
Howard, Merrell & Partners
CORDURA® Brand Inquiries
2801 Centerville Road Wilmington, DE 19808