At the recent India Fashion Forum (IFF) Innovators Club | Sustainability & Innovation Conclave held on October 3, 2024, at the ITC Maratha, Mumbai, Rishi Suri, Business Development Director (South Asia) of The LYCRA Company, delivered an insightful presentation on ‘Embracing Durability through LYCRA® XTRALIFE’. This presentation underscored the growing importance of sustainability and durability in the fashion industry.
Suri opened by highlighting the growing global urgency around sustainability, reinforcing that it has become a front-and-center priority in every aspect of life – from the way we eat and travel to how we shop. He stressed on the fact that consumers and other stakeholders have started to focus beyond fashion trends, and the real trend today is responsible fashion especially garments that last longer and are more durable. He backed this claim by presenting data from surveys, showing:
- 65%of consumers prefer purchasing high-quality, durable items
- 57%are open to repairing fashion items
- 71%expect their clothes to last longer.
“There are several benefits of producing more durable clothing. For instance, it concretizes brand reputation, secures customer satisfaction and loyalty, and reduces the carbon footprint of the apparel industry.”
Durability, according to Suri, is no longer a mere option but an essential aspect of comfort and quality in apparel. “Increasing the lifespan of a garment by just 9 months by making it durable can reduce carbon, waste, and water consumption by 20% to 30%.”
In his presentation, Suri focused on the physical aspects of a garment, such as its ability to retain shape and structure after wear and tear. He said important parameters of durability included:
- Shrinkage
- Shape retention
- Abrasion resistance
- Tensile and tear strength
- Launderability
- Dry-cleaning durability
He proceeded to then introduce LYCRA® XTRA LIFE™ as a solution to improve garment lifespan. He said this brand has grown into an umbrella under which multiple technologies have been developed for various types of clothing, ranging from swimwear, hosiery, activewear, underwear / ready-to wear/knits, socks to denim. He detailed the following key technologies:
- LYCRA®lastingFIT Technology: This innovation uses a special type of LYCRA® that resists chlorine, body oils, sunscreen, and heat, which usually cause swimwear to lose its shape and become saggy. The technology has the ability to extend garment life, noting that it retains 90% of its power even after extensive exposure to these elements. Additionally, LYCRA® XTRA LIFE™ fibre has no breaks even after 240 hours of exposure.
- LYCRA® BLACK: Specifically designed to address complaints of ‘shine and grin-through’ in black leggings and sports bras, LYCRA® Black is the industry’s first truly black elastane. Its deep colour comes from spun-in black pigment, making it suitable for both knitted and woven garments used in activewear and formal wear. Global brands like Lululemon have adopted this technology, and many others followed suit.
- LYCRA® FREEF!T® Technology: Targeted at essentials like men’s underwear and vests, LYCRA® FREEF!T® provides garments with a relaxed fit, durability, and excellent aesthetics. These garments can withstand up to 50 washes without losing shape and are branded under LYCRA® XTRA LIFE™ for added consumer confidence.
- LYCRA® DUALFX® Technology: Evolving denim trends and the challenges posed by elastification can cause garments to lose shape, especially at the knees and hips. LYCRA® DUALFX® technology, a combination of elastomel fiber and LYCRA®, prevents denim from losing its shape, even after repeated wear and washing. Garments with this technology offer stretch capabilities between 30% and 80%, which enhances both comfort and durability.
- LYCRA® TOUGH MAX™: Another denim innovation, LYCRA® ToughMax™ uses T400 fiber to produce garments that are twice as strong as 100% cotton counterparts, withstanding high levels of abrasion. This technology, along with LYCRA® Lasting Fit, allows denims to endure heavy bleaching and washing, making them versatile for different treatments and washes.
- LYCRA® DUAL COMFORT TECHNOLOGY:A unique technology, LYCRA® Dual Comfort offers dual benefits. Garments made with it are lightweight and can stretch up to 35% without any elastane. They also include moisture management and wicking properties, qualifying for Coolmax® branding, another LYCRA® This innovation has been adopted by global brands like Marks & Spencer and Dockers®.
- LYCRA® 179C STEAM SETTABLE TECHNOLOGY: Addressing the high shrinkage problem in socks is LYCRA® Steam Settable technology, which improves the garment’s ability to retain its shape. In tests conducted by The LYCRA Company, socks made with regular elastane shrunk by 40%, while those made with LYCRA® Steam Settable shrunk by only 15%. Major retailers such as H&M and Marks & Spencer have adopted this technology for their sock collections.
Suri concluded by emphasising the stringent testing and certification processes behind LYCRA® XTRA LIFE™ technologies saying that fabrics branded under it meet the highest durability and longevity standards, providing consumer confidence. Surveys revealed that seven out of ten consumers believe the LYCRA® logo indicates quality, and they are willing to pay more for garments containing LYCRA® fibers. Additionally, many consumers said they would recommend LYCRA®-branded garments to friends.
To reinforce his points, Suri shared examples from major global retailers. He showed images from Marks & Spencer stores, which prominently feature LYCRA® XTRA LIFE™ in their collections, and stated that H&M has also adopted the technology in their offerings. Both brands have reported improved sales from using LYCRA® XTRA LIFE™, a testament to its success in the marketplace.
