Lycra unveils denim trends and innovations

The Lycra Company recently hosted an exclusive denim and casual woven industry trends presentation at Home House in London. In partnership with Kantar, the event offered a detailed analysis of the UK denim and chino market, focusing on key statistics and evolving consumer trends.

Sam Wright, Consumer Editor at Kantar, highlighted the growing demand for casualwear, which now represents nearly a third of market spending. Denim has reached a five-year high, with relaxed fits such as baggy and boyfriend styles driving double-digit growth. Wright noted that brands could win over more shoppers by focusing on core essentials that combine comfort and style.

Ebru Ozaydin, Global Strategic Marketing Director of Denim and Wovens at The Lycra Company, introduced Lycra FitSense Denim Technology, which provides invisible targeted shaping to ensure a perfect fit for all body types. Ozaydin also shared updates on the development of bio-derived Lycra fibre, made from renewable content, as part of the company’s ongoing sustainability efforts in collaboration with Qore.

Additionally, Salli Deighton, CEO of LaundRe, presented LaundRe’s upcoming circular and reshoring denim hub in London, aimed at empowering brands to reshape the future of denim with a focus on sustainability and creativity. Ozaydin emphasized that sustainability is now a key consumer driver, with four out of five shoppers willing to pay more for sustainably made clothing, underscoring The Lycra Company’s commitment to reducing environmental impact.