Pushing the boundaries of denim innovation, LYCRA® brand debuts its cutting-edge LYCRA FitSense® denim technology in Asia Pacific – in bold partnership with Lee, the global denim icon. This next-gen fabric makes its fashion-first debut in the Shape Magic collection, delivering sculpting performance with style. From lab to launch, this marks a new era of high-performance denim, made to move with the modern women.

The LYCRA FitSense® denim technology offers a sleek shaping solution – enhancing fit and support without compromising the authentic look and feel of denim. Patented and precision-engineered, it delivers built-in zoned support exactly where it’s needed most, whether at waist, hips or thighs – sculpting a smooth silhouette with effortless comfort. Discreet yet powerful, it redefines denim for the modern women: confident and elegantly shaped.

Partnering with Lee to Redefine Smart Shaping

As a global denim icon with over a century of heritage, Lee continues to set the standard with innovation and craftsmanship. In collaboration with LYCRA®, the Shape Magic collection brings build-in shaping power and style together; offering Asian women a new, elevated denim experience.

● Innovative LYCRA FitSense® denim technology enhancing fit for all body shape, sculpting the hips and waist, shaping denim with invisible contouring, all-day comfort.

LYCRA FitSense® denim technology is featured in Lee 405 Slim Narrow and 426 Slim Boot Cut fits, bringing the perfect balance of fashion and function. Designed to support and sculpt where it matters the most, it breaks free from the limitations of traditional shaping denim with invisible contouring, all-day comfort and a flattering fit for all body shapes. No more compromise between style and ease – just confidence and effortless wear.

Innovation in Sync, Quality by Design

The launch of LYCRA FitSense® denim technology highlights THE LYCRA Company’s leadership in fiber innovation. Developed in response to market demands through close collaboration with fabric mills and garment manufacturing, this breakthrough was successfully brought to life in the Lee Shape Magic collection – blending science and style in one seamless solution.

About The LYCRA Company

The LYCRA Company is a leading global fiber and technology solutions provider to the apparel and personal care industries committed to offering sustainable products using renewable, pre-, and post-consumer recycled ingredients that reduce waste and help set the stage for circularity. Headquartered in Wilmington, Delaware, United States, it owns the LYCRA®, LYCRA HyFit®, LYCRA® T400®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX® and TACTEL® brands. The LYCRA Company adds value to its customers’ products by offering unique innovations that meet the consumer’s need for comfort and lasting performance. Learn more at lycra.com.

LYCRA® and LYCRA FitSense® are trademarks of The LYCRA Company.

This Collection is available in following stores:

📍 Counter 2-03, 2/F, Citistore KOLOUR Tsuen Wan II, Tsuen Wan

📍 Shop 137, Level 1, MOKO, Mong Kok