The future of everyday dressing takes shape. With “Upgrade Your Life”, EUROJERSEY – a symbol of Italian excellence in the production of stretch technical fabrics under the Sensitive® Fabrics brand – and The LYCRA Company – global leader in the development of fibres and fabrics for the textile and apparel industries – present the new frontier of men’s formalwear.

Garments designed to meet the needs of those who live each day to the fullest, transitioning seamlessly from office hours and business trips to more informal social moments. Perfectly aligned with the contemporary lifestyle, these garments help the wearer feel confident and impeccably dressed, even when facing small daily challenges, thanks to innovative benefits such as quick drying and wrinkle resistance.

EUROJERSEY and The LYCRA Company unveil “Upgrade Your Life”, redefining men’s formalwear with Sensitive Fabrics powered by LYCRA fibre.
Designed for the modern lifestyle, the garments combine elegance, comfort, and performance—offering wrinkle resistance, breathability, and durability.
The collection bridges sportswear functionality with refined everyday style.

At the heart of the project are Sensitive Fabrics powered by LYCRA fibre, developed to express a new aesthetic of comfort and elegance, from day to night. A way of dressing that fits every occasion, where versatility is key and where sportswear functionality meets the refined appeal of formalwear.

The result is a smart yet essential wardrobe, ideal for keeping pace with the dynamic rhythm of city life, from morning to night.

Made with patented technology, Sensitive Fabrics powered by LYCRA fibre stand out for their comfort, breathability, durability, and exceptional shape memory. EUROJERSEY’s expertise merges with the advanced properties of LYCRA fibre, which further enhances the fit and performance of Sensitive Fabrics. The result is garments that move naturally with the body, maintaining their shape and flawless appearance even after hours of wear or time spent packed in a suitcase.

Upgrade Your Life is an invitation to embrace a new lifestyle – one where clothing is no longer a constraint, but an ally. Where aesthetics and functionality, technology and comfort, come together to redefine the rules of everyday elegance, 24 hours a day.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (MS)

Category
Select Category Apparel/Garments Textiles Fashion Technical Textiles Information Technology E-commerce Retail Corporate Association Press Release Chemicals

SubCategory
Select Sub-Category

Country
Select Country Afghanistan Albania Algeria Andorra Angola Argentina Armenia Aruba Asia Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin bhutan Bolivia Bosnia and Herzegovina Botswana Brazil Brunei Bulgaria Burkina Faso Burundi Cambodia Cameroon Canada Canary Islands Chad Chile China Colombia Congo Costa Rica Cote d Ivoire Croatia Cuba Cyprus Czech Republic Denmark Djibouti Dominican Republic Ecuador Egypt El Salvador Eritrea Estonia Eswatini Ethiopia Europe Fiji Finland France French Polynesia Gabon Gambia General Georgia Germany Ghana Global Greece Grenada Guatemala Guinea Guyana Haiti Honduras Hong Kong Hungary Iceland India Indonesia Iran Iraq Ireland Isle Of Man Israel Italy Ivory Coast Jamaica Japan Jordan Kazakhstan Kenya kosova kosovo Kuwait Kyrgyzstan Laos Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Macau Macedonia Madagascar Malawi Malaysia Maldives Mali Malta Mauritania Mauritius Mexico Micronesia Moldova Monaco Mongolia Morocco Mozambique Myanmar Namibia Nepal Netherlands Netherlands Antilles New Caledonia New Zealand Nicaragua Niger Nigeria North Korea Norway Oman Pakistan Palestine Panama Papua New Guinea Paraguay Peru Philippines Poland Portugal Puerto Rico Qatar Romania Russia Rwanda Sahara Saipan Samoa San Marino Saudi Arabia Scotland Senegal Serbia Seychelles Sierra Leone Singapore Slovakia Slovenia Somalia South Africa South Korea Spain Sri Lanka Sudan Surinam Sweden Switzerland Syria Taiwan Tajikistan Tanzania Thailand Togo Trinidad & Tobago Tunisia Turkiye Turkmenistan Uganda Ukraine United Arab Emirates United Kingdom United States Of America Uruguay Uzbekistan Vanuatu Vatican city Venezuela Vietnam West Indies Yemen Yugoslavia Zambia Zimbabwe

Year
Select Year 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025

Month
Select Month January February March April May June July August September October November December

Global athletic brand New Balance has expanded its brick-and-mortar network in India and opened a mono-brand outlet in Gujarat at shopping centre VR Surat. The launch was marked by an in-store showcase event.

“We are thrilled to bring New Balance to Surat- a city known for its energy, ambition, and growing fitness culture,” said New Balance India’s country manager Radeshwer Davar in a press release. “This opening reinforces our commitment to expanding our footprint across India and connecting with local communities through sport and lifestyle. We welcome Surat’s vibrant community to experience New Balance at VR Surat.”
 
The store houses the label’s 1080, Rebel, 9060, and latest M1000 series, featuring its ‘Fresh Foam X’ and ‘FuelCell technologies.’ For its inaugural showcase, guests were immersed in New Balance’s latest collection and explored its fusion of performance and aesthetics.

New Balance first entered India in the early 2000s but later closed its stores, re-entering the country in 2016, Indian Retailer reported. Today, the brand counts brick-and-mortar stores in cities including Pune, Hyderabad, Mumbai, and Bengaluru.
 
Headquartered in Boston, US, New Balance reported worldwide sales of $7.8 billion in 2024. The brand describes itself as independent since 1906 and employs 10,000 associates globally.