THE COOLEST

It’s still hot out there. But a recent collection from JACK & JONES China is keeping consumers cool.

The brand launched a line of summer gear enhanced with COOLMAX^® fiber, including T-shirts, pants, jeans, and polo shirts. The garments meet the hot, sticky moment, and COOLMAX^® fiber plays a critical role — its unique shape offers permanent moisture-wicking properties, keeping the wearer cool as the temperature rises.

Some of the jeans in the collection — available in a light wash and a darker wash — are extra special: They're crafted from a new fabric co-developed with our key mill partner, Seazon, and our LYCRA^® LABS team in Foshan, China. The textile experts at our LYCRA^® LAB worked closely with the fabric makers at Seazon to develop an offering with enhanced moisture absorption and quick-drying performance, and JACK & JONES is the first brand to bring it to market. Our team of fiber experts is always available to collaborate with brand and mill partners on the next great innovation.

Even cooler? To give shoppers a hands-on look at the technology that powers the collection, we partnered with JACK & JONES to create a tech-forward in-store experience. Store managers said consumers were captivated by the display, leading to in-store purchases and a rise in sales of products featuring COOLMAX^® fiber. The interactive retail display toolkit has since been used by other brands and retailers, proving to be both effective and scalable.