A new line of men’s slim faded jeans from Primark delivers soft, easy stretch and a wider fit window thanks to LYCRA® FREEF!T® technology. The line’s promise is Performance Stretch Fabric for Freedom of Movement, Durability and Comfort.

Primark, an exclusively brick-and-mortar retailer, with more than 380 stores in 13 countries throughout Europe and the United States, will feature the LYCRA® logo hangtag on their collection to communicate the performance benefits of this breakthrough technology.

“Primark is our latest denim partner to embrace the power of LYCRA® FREEF!T® technology, which adds value and differentiation—including a greater potential for sizing flexibility, while offering the freedom to move comfortably in jeans that keep their shape and fit,” said Helen Latham, Senior Strategic Account Manager, Brand and Retail The LYCRA Company.

LYCRA® FREEF!T® technology delivers soft, super-generous stretch and long-lasting shape retention. Launched in 2018, it features LYCRA® T400® and LYCRA® fibers, blended seamlessly with cotton. Knit and woven fabrics made with LYCRA® FREEF!T® technology are lightweight and breathable, with low shrinkage, and a natural, cottony hand.

LYCRA® FREEF!T® is a trademark of The LYCRA Company.

Images: © 2021 Primark