Stretching upmarket

摘要

LYCRA, the DuPont Textiles and Interiors (DTI) brand of premium stretch fibre has played a central role in denim's comeback by enabling it to be tailored in softer shapes providing consumers with enhanced easy-wear and comfort. DTI is actively involved in multiple global marketing and sponsorship campaigns to promote the use of Lycra in denim among leading designers and brands, and with a marketing and communications budget of $40 million, it has made strategic partnerships with key brands such as Levi's and Armani Jeans.