The LYCRA Company, a global leader in developing innovative, sustainable solutions for the apparel and personal care industries, announced today that Killer Jeans, part of the Kewal Kiran Clothing Limited (KKCL) a leading ISO 900 certified manufacturer and retailer of branded apparel, has embarked on a transformative partnership with The LYCRA Company.

Killer Jeans (KKCL) has partnered with The LYCRA Company to leverage its innovative global manufacturing capabilities and diverse portfolio of fibers and technologies. Over the past three to four years, The LYCRA Company has introduced various groundbreaking denim technologies worldwide, many of which have yet to reach India. By combining these advanced technologies with The LYCRA Company’s global presence, Killer Jeans aims to develop innovative denim products that rival those of leading international brands, catering to the discerning Indian consumer.

Killer, launched in 1989 as the flagship brand of KKCL, is now one of the largest-selling denim brands in India, offering a comprehensive range of lifestyle products for both men and women. As a trendsetter in fashion, Killer has been instrumental in shaping youth culture and developing innovative products. The partnership with The LYCRA Company, leveraging their advanced technologies, will further enhance Killer's denim offerings and solidify its position at the forefront of the fashion industry.

Hemant Jain, Managing Director at Killer Jeans commented, "This collaboration represents a strategic move towards innovation and excellence for Killer Jeans," He further adds, "The LYCRA Company's cutting-edge technologies will enable us to push the boundaries of creativity and craftsmanship, ensuring that we remain at the forefront of the fashion industry."

LYCRA Fiber has been integrated into select styles of Killer Jeans in the past, but this collaboration represents a deeper and more extensive partnership that promises mutual benefits. With Killer Jeans and other brands under the KKCL umbrella boasting a significant consumer base and strong brand recall in India, this collaboration provides an opportunity for LYCRA Fiber to expand its customer reach and become an integral part of a well-established denim brand in the Indian market.

Fabrizio Maggi, The LYCRA Company, commercial director South Asia stated, "We are thrilled to announce our partnership. Killer Jeans has chosen to enhance their product line with our innovative fiber and technologies. This marks the beginning of a journey that will yield mutual benefits for both parties. As one of the foremost denim brands in India, Killer Jeans will play a pivotal role in introducing our innovations to domestic consumers. This collaboration underscores the significance of the Indian market for The LYCRA Company and reaffirms our commitment to delivering groundbreaking innovations to Indian consumers."