“THE POWER TO PERFORM”
OUTDOOR RETAILER MARKET, SLC-UTAH
Words, Image Judith Ecochard
We feel we use the most brain cells at OR when we cruise the fabrics …and attempt to understand the science of it all.
At the Media breakfast for the official launch of the new branding campaign, coined Lycra® Sport, we learned about the new logo and visual identity (hangtags)…
That part we got as consumers purchase decisions are definitely influenced by how a garment/gear is engineered
We were keen on getting the scoop on the bump up in performance too.
According to Julien Born, Global Director of Activewear and Outdoor Apparel for Invista, “…we’ re changing the game in stretch comfort.”
Tested in Invista labs, the synthetic (only) textiles sporting new Lycra® Sport acclaim must meet VERY high minimum standards for weight (light!), moisture management, stretch (“80% in all directions”), support (critical in compression items) and recovery. FYI: All must haves for fabric performance and comfort.
With the new Lycra® Sport benchmark, the garments (and socks with primo foot hugging power and fit) ---will “consistently meet consumer expectations.” Especially athletic ones that look for the Lycra® name on their performance wear and count on it to deliver.
The bottom line: “Consumers will feel value when paying for it.”
LYCRA® ENERGY
We have seen the light with compression garments and have come to covet these items (socks in particular). Cause they work…helping our calves ‘vibrate” less after super long runs, and giving us the punch needed to tackle another mountain on long treks.
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We actually got to try out the newly engineered fabric, Lycra® Energy- as we got a pair of compression socks, (made in the USA-YES!!!!)====from Lifestyle Medical Group LLC: “---specifically-the Smooth Toe® Ultra Comfort, High Performance Medical Grade Socks.
Made with graduated compression, the higher ‘squeeze’ is at the ankle…gradually decreasing compression higher up the leg. Supposedly this reduces swelling on average of 25%...we know for sure, they feel great on our feet. And breathe, thanks to COOLMAX® XTRALIFE. And after a 10 mile jog...we weren't feeling quite as spent. Interesting.
We can;t wait to outfit our entire selves in this fabric.
Injinji’s new Ex-Celerator Performance Compression Toesok™ that we previously covered…also contains LYCRA® ENERGY.
FOR MORE INFO: INVISTA™ and
LYCRA®
BONUS POINTS: The nice classical music on the Lycra® Website had us back on our toes from ballet classes.
(www.smoothtoe.com/athletic-socks)