LYCRA has teamed up with Who What Wear, a leading fashion editorial and shopping website, to showcase the FALL DENIM EDIT featuring 2017’s most fashionable and technically savvy jeans for women. What makes the featured jeans unique is the inclusion of LYCRA dualFX technology, the key ingredient that allows denim to keep its shape, all day, every day. Who What Wear is a leading fashion editorial and shopping website among millennials. It will promote jeans by leading brands including Citizens Of Humanity, Frame and Joe’s Jeans. What makes the featured jeans unique is the inclusion of Lycra dual FX technology, the key ingredient that allows denim to keep its shape, all day, every day.

This unique innovation offers women enhanced comfort and exceptional fit that they desire in jeans across a range of styles and finishes--from distressed vintage to more contemporary skinnies.

Invista is the owner of the Lycra brand and long an innovator in comfort, style and fit. Lycra dual FX technology achieves its long lasting shape retention by combing two Lycra brand fibers into a single resilient yarn. One Lycra fiber adds stretch to denim, and the second lycra fiber ensures it always snaps back to its original shape. The two fibers work in tandem to create stretch denim fabrics that won’t stretch out. Who What Wear knows millennial fashion well and has created a platform that makes it easy to learn about the latest denim fashions and innovations. It even provides links to make an instant purchase on any device.