In light of a new era in consumer product and purchasing demands INVISTA delved into sock buying trends. When asked about the type of benefits they looked for in EVERYDAY socks they were – stays up / washes well and retains it shape, doesn’t feel sweaty - all key drives to ensure comfort in the garment. Based on this research INVISTA announced its recently simplified LYCRA® brand architecture to its NEW performance fibre branding, as well as a new, more modern, fresher look for the COOLMAX® and THERMOLITE® brands.