The benefits of the new performance line come from the fibre structure, so they are permanent and don’t wash out

The benefits of the new performance line come from the fibre structure, so they are permanent and don’t wash out

US clothing retailer Hollister has unveiled a new line of performance jeans that utilises technology from fibre producer Invista to keep the body cool and dry on hot days, and has insulating fibres for added warmth when it is cool.

The company's Advanced Stretch Jeans use Invista's Coolmax All Season technology to provide what Hollister says is "year-round comfort and lasting fit".

The benefits of the new performance line come from the fibre structure, so they are permanent and don't wash out, Hollister says.

"At Hollister, denim is a part of our DNA and we continue to find ways to enhance the assortment," says Kristin Scott, brand president of Hollister Co. "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,"

According to Hollister, company research shows that among ingredient brands in the cooling space, the Coolmax brand is the most likely to positively influence purchase intent.

Last year, Invista revealed two technologies under its Thermolite and Coolmax brands which it said "revolutionise the future of denim."

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