The LYCRA Company, a global leader in innovative solutions for the apparel industry, is pleased to announce that COOLMAX® technology is featured in H&M’s latest everyday menswear collection. COOLMAX® technology has been introduced into an extensive range of the leading retailer’s key summer styles, as well as a selection of wardrobe essentials. The technology transports moisture away from the body, helping to keep the wearer cool, dry and comfortable for longer.
The key to COOLMAX® technology is in the weave of the fabric itself. The fiber cross-sections wick moisture to the surface of the fabric while allowing air to pass through. Importantly, with this technical advance being a part of the fabric, the garments will keep their functionality wash after wash.
H&M’s key summer styles using COOLMAX® technology capture the new season smartness, maxing on sharp personal style with a relaxed summer attitude. The collection features smart polo shirts with a ribbed collar and stripe detail, perfectly matched with the range’s pleat front tailored joggers. With tailoring being the essential trend in menswear right now, the collection also includes a sharp two-button tailored slim-lapel jacket and slim-fit tailored trousers, with an elasticated waist to give a modern edge.
Furthermore, for when it’s time to relax in the heat of the summer, the collection also includes wardrobe staples like faded denim jeans made with COOLMAX® technology and crewneck T-shirts and tanks. Finish off with some essentials such as square-cut trunks and mesh sneaker socks.
This new collection is available from H&M as of May 28, 2020. For further details, please see H&M’s press release.
About The LYCRA Company
The LYCRA Company innovates and produces fiber and technology solutions for the apparel and personal care industries, as well as specialty chemicals used in the spandex and polyurethane value chains. Headquartered in Wilmington, Delaware, The LYCRA Company is recognized worldwide for its innovative products, technical expertise, and unmatched marketing support. The LYCRA Company owns leading consumer and trade brands: LYCRA®, LYCRA HyFit®, LYCRA® T400®, L by LYCRA®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX®, TACTEL®, and TERATHANE®. While The LYCRA Company’s name is new, its legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fiber. Today, The LYCRA Company is focused on adding value to its customers’ products by developing unique innovations designed to meet the consumer’s need for comfort and lasting performance. For more information, visit www.thelycracompany.com.
COOLMAX® is a trademark of The LYCRA Company.
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