Sloggi has announced that its revolutionary EverNew collection will feature Xtra Life Lycra fibre, ensuring pieces last four times longer than lingerie made without this ingredient.
Fabric in the AW15 range can be stretched to seven times its length whilst still returning to its original shape.
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Sloggi is so confident in it Supima cotton and Xtra Life Lycra range that it is offering an unlimited guarantee on all its EverNew items.
Claire O’Neill, lingerie and swimwear marketing segment manager at INVISTA, said: “We’re very excited to apply our Lycra® Xtra Life™ fibre to sloggi’s new collection. This first adoption of our technology in underwear is a real stride in innovation. The challenge for our designers was to incorporate INVISTA’s breakthrough technology into Supima® cotton’s super soft designs without compromising on quality.”
Launching in October throughout Europe and Australia, the EverNew collection is supported with an advertising campaign featuring Kylie Minogue.