INVISTA redefines winter denim with THERMOLITE® brand innovations at Kingpins New York City on May 11-12
INVISTA, one of the world’s largest integrated producers of polymers and fibers, will launch two new THERMOLITE® brand technologies at the upcoming Kingpins denim show in New York City. Both innovations offer a high level of performance that may change the way we think about what jeans to wear in colder conditions.
THERMOLITE® INFRARED technology and patented THERMOLITE® DUAL LAYER technology are the first offerings under a new brand category called THERMOLITE® PRO. At Kingpins, INVISTA will demonstrate how these technologies provide a higher level of warmth and insulation than traditional denim fabrics.
“The THERMOLITE® PRO innovations were driven by consumer research* that showed that more than 70% of respondents were interested in the concept of a winter jean,” said Jean Hegedus, global segment director for denim at INVISTA. “The THERMOLITE® brand was the most preferred option in terms of a technology name that would generate consumer interest in purchasing such a garment. THERMOLITE® INFRARED and THERMOLITE® DUAL LAYER technologies can be used independently or in tandem for enhanced warming and insulating properties.”
Denim fabrics made with THERMOLITE® INFRARED technology increase their temperature when exposed to solar or artificial light. Special ceramic pigments are added to the fiber that transfer the energy of infrared rays into heat the body can feel. For example, after three minutes under infrared light, surface temperatures of fabrics with infrared yarns increased two to four degrees Celsius, depending on the content of the infrared yarn in the fabric.
The patented THERMOLITE® DUAL LAYER technology structure creates open spaces within the fabric, trapping air to help keep the wearer warm. A fabric’s ability to insulate is measured by its CLO value, and fabrics with THERMOLITE® DUAL LAYER technology can achieve CLO values that are typically 25 to 30 percent higher than standard denim fabrics can. The THERMOLITE® DUAL LAYER technology is also engineered to enable faster drying next to the skin, helping the wearer stay warm and dry.
Along with the new technologies, INVISTA is launching new imagery, hangtags, a new website, and promotional campaign for both the THERMOLITE® and COOLMAX® brands. Under the theme “Embrace the Elements”, the new campaign taps into the wearer’s ability to be a part of his/her environment rather than fighting against it.
The Kingpins Show in New York City will be held on May 11-12 at Basketball City, Pier 36 at 299 South Street. INVISTA will be holding a seminar at the show featuring new technologies and consumer insights on warming denim as well as a demonstration of the new THERMOLITE® technologies on Wednesday, May 11, at 11:30 a.m.
*Denim/active study conducted by ICM Research, January 2016
THERMOLITE® is a trademark of INVISTA.
The Kingpins Show is an invitation-only, boutique denim sourcing show featuring a highly-edited selection of vendors that include denim and sportswear fabric mills from the U.S., Japan, China, India, Italy, Turkey, Egypt, Pakistan, Thailand, Spain and Mexico, wash houses, full package manufacturers, trim providers and business solutions.