JULIEN BORN

CHIE F COMMERCIAL OF F ICER , THE LYC R A COMPANY

In my view, it is our patented Lycra dualFX technology, as it was the engine behind the super stretch and skinny denim revolution. We don’t create fashion trends, but our product innovations can open up endless design possibilities and allow entrepreneurs in this category to turn ideas into denim garments that will not only look stylish, but provide fit and comfort to consumers. I am confident to state that fiber or fabric technology will drive the next major denim revolution.

New channels, such as second hand or rentals, are popping up, e- commerce is exploding, and the consumer shopping journey will increasingly be a blend of online and offline. This will greatly influence product designs and functions, as, for instance, the wear life of a garment will be expected to be extended, or the fit to be more forgiving or size-inclusive to reduce the cost and inconvenience of returns. It already translates into renewed interest for some of our fabric technologies, such as Lycra FREEF! T, for high quality jeans with easy stretch.

Consumers will always have that unique relationship with their preferred denims and won’t compromise on style or aesthetics, but they now want to know a bit more about what they are buying. Am I buying responsibly? What’s the story behind this garment or brand? Does it have functional features? The ability for brands to tell a good story will play a greater role in the future and can help stimulate the category. The number of denims that consumers have in their wardrobe can increase with styles and fabrics that are fit for purpose, whatever the occasion, the climate or the activity.