athleisurewear

Hollister recently introduced a new line of performance jeans for guys and girls that incorporates INVISTA’s COOLMAX® ALL SEASON technology and LYCRA® fiber for year-round comfort and lasting fit.

One of the most relevant trends in the denim category today is to integrate performance fibers for added functionality. Hollister is taking a leading position in the performance arena with their Advanced Stretch Jeans with COOLMAX® ALL SEASON technology. The fabric moves moisture away to keep the body cool and dry on hot days, and has insulating fibers for added warmth when it is cool. These benefits come from the fiber structure, so they are permanent and don’t wash out.

“At Hollister, denim is a part of our DNA and we continue to find ways to enhance the assortment. Our goal with the innovative COOLMAX® ALL SEASON technology is to provide products that fit the needs of our customer’s on-the-go lifestyle,” said Kristin Scott, Brand President of Hollister Co.

“We believe pairing one of the hottest teen denim brands and with one of the coolest fabric technologies available on the market today will resonate with consumers,” remarked Dave Trerotola, President of INVISTA Apparel and Advanced Textiles. “Our research shows that among ingredient brands in the cooling space, the COOLMAX® brand is the most likely to positively influence purchase intent.” *

In conjunction with launch of the new product line, Hollister and INVISTA have created an exciting, new multi-channel social media campaign to showcase the benefits of the jeans. Digital illusionist and YouTube star, Zach King, appears in a video promoting the magic of jeans with COOLMAX® ALL SEASON technology. Teen influencers will be featured in shareable content, and others can join in the fun by using the hashtag #HollisterCOOLMAX.

We became very curious about these jeans and decided to ask them a few questions:

When will the Hollister denim with COOLMAX® ALL SEASON technology and LYCRA(R) fiber be available for consumers?
The jeans are currently available in stores globally and online.

How many styles are included in this new launch?

Kristin Scott, Brand President of Hollister Co. notes that “The COOLMAX® All Season technology collection includes ten styles for girls and fourteen styles for guys. The launch has been received positively and we will continue to offer this collection in future seasons.”

Do you see a strong trend in denim for warm weather?

Yes, definitely. Our recent consumer research reveals that 75% of consumers are interested in purchasing a summer jean. The COOLMAX® brand ranked highest amongst other ingredient brands to most likely positively influence purchase decision.

Is the trend for denim in warmer weather mostly for teens or all demographics?

Consumers of all ages are looking for their clothing to be multi-functional and do more. Not only do they want to be able to wear their clothes for different occasions but also want performance features to keep them comfortable throughout the day and in different climates.

How are you communicating, engaging, and educating teen audiences about COOLMAX and LYCRA?

Together with Hollister we’ve created an exciting, new multi-channel social media campaign to showcase the benefits of the jeans. Teen influencers are featured in shareable content on social channels, and others can join in the fun by using the hashtag #HollisterCOOLMAX. Digital illusionist and YouTube star, Zach King, appears in a video promoting the magic of jeans with COOLMAX® ALL SEASON technology.

You can shop for Hollister COOLMAX® for women here, and for the dudes, here.

2 COMMENTS

  1. These jeans don’t look that great. Everyone’s top priority with jeans is looks. I doubt many teens will sacrifice looks for coolmax.

  2. i’m not sure marketing coolmax is going to get teens running to the mall. i was never really a fan when i was in my teens. their shorts were nice but their jeans were poor.

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