So long long johns? Invista is bringing two new Thermolite brand technologies to the jeanswear category that could change the way consumers shop for winter denim.
Invista unveiled the innovations, Thermolite Infared and Thermolite Dual Layer, at Kingpins Amsterdam last month and will present them again at Kingpins New York (May 11-12).
“The Thermolite Pro innovations were driven by consumer research that showed that more than 70 percent of respondents were interested in the concept of a winter jean,” said Jean Hegedus, Invista global segment director for denim. Hegedus reported that the Thermolite brand was the most preferred option in terms of a technology name that would generate consumer interest in purchasing such a garment.
The temperature of denim made with Thermolite Infared technology increases when it is exposed to solar or artificial light. Special ceramic pigments are added to the fiber that transfer the energy of infrared rays into heat the body can feel. Invista says after three minutes under infrared light, surface temperatures of fabrics with infrared yarns increased two to four degrees Celsius, depending on the content of the infrared yarn in the fabric.
The Thermolite Dual Layer technology structure creates open spaces within the fabric, trapping air to help keep the wearer warm. The technology is also engineered to enable faster drying next to the skin, helping the wearer stay warm and dry.
The two technologies can be used independently or in tandem for enhanced warming and insulating properties.
Along with the new technologies, Invista is launching new imagery, hangtags, a new website and promotional campaign for both the Thermolite and Coolmax brands.