Hollister, an American lifestyle brand where denim is part of their DNA, continues to find ways to enhance the assortment. Recently, a new line of performance jeans has been introduced for guys and girls that incorporates INVISTA’s COOLMAX ALL SEASON technology and LYCRA fiber for year-round comfort and lasting fit.

Their goal with the innovative Coolmax All Season technology is to provide products that fit the needs of their customer’s on-the-go lifestyle, said Kristin Scott, Brand President of Hollister Co.

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.

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.

They 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.

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