Invista is cranking up its effort to inform consumers about the fiber company’s Lycra dualFX technology. The company is partnering with fashion editorial and shopping website Who What Wear for the website’s Fall Denim Edit, highlighting some of the year’s most fashionable denim using Invista fibers.

This first-ever collaboration between the two companies will promote jeans by Citizens of Humanity, Frame and Joe’s Jeans, all of which have used Lycra dualFX technology in their fall collections.

“Not all jeans are created equal. Learning to look for Lycra dualFX technology is the first step to making sure your new jeans will feel as good as they look and can be relied on to keep their shape,” said Natalie Cantell, Who What Wear’s fashion director.

The editorial-meets-retail initiative continues until Oct. 15 and will be rolled out via newsletters, digital advertisements and homepage ‘takeovers’ for featured denim brands. The new content will live under Who What Wear’s new online Denim Hub, and will include a curated shop, videos that discuss denim dilemmas and solutions, interviews with social media influencers and trend stories for the season.

“We’re incredibly excited to work with Who What Wear on this comprehensive and multi-faceted initiative,” said Rita Ratskoff, Invista senior denim marketing manager. “They know millennial fashion well and have created an amazing platform that makes it easy to learn about the latest denim fashions and innovations. They even provide links to make an instant purchase on any device.”

Fiber brands continue to find unique ways to amplify their message to consumers. In February, Lenzing introduced the Tencel Branded Denim Shop on ShopStyle, highlighting more than 45 denim styles made with Tencel fiber.

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