Liquid Cotton Collection by 2Xist – What exactly is it?
September 09, 2008
The men’s undewear line, 2(X)ist has a new collection out called Liquid Cotton. The claim is that fabric used is lightweight stretch cotton with an incredibly soft and luxuious hand without any kind of synthetic feel to it. As their press release states: "the cotton literally feels like it was poured onto your body!"
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So, what is really going on with this collection by 2Xist? The Dow Chemical Company has created a fiber called DOW XLA. This fiber is an alternative to spandex and latex that can be mixed in with cotton to give it great stretch and shape retention. XLA is combined with natural fabrics such cotton, wool etc. and claims to keep the same hand as if it weren’t there but has the advantage of stretch that returns to its natural shape when taken off.
Additionally, XLA is more resistant to heat and chemicals. Spandex and latex are known to break down when put in the dryer. DOW XLA claims to be more resistant. Thus garments made in XLA should last longer, be more durable and retain their shape all day and night.
Given that there is nothing worse than baggy tighty whities on a man, 2Xist Liquid Cotton made with XLA sounds like just the ticket in mens underwear.
Posted by Tomima at 9:50am
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2xist or 2(X)ist Has a New Marketing Strategy
August 08, 2008
2xist (pronounced "to exist") has become one of the most popular men’s underwear lines in the last few years, with a very loyal following . In our last meeting with them, 2xist shared with us their new marketing strategy going forward. Now you too will be in the know.
In the past 2xist has launched new collections, while maintaining popular pieces from the older collections. Unfortunately, this was causing kind of a mish-mash of styles that didn’t appear to have a cohesive vision.
Going forward, the plan is to introduce two new programs or collections a year. Each collection will have the lifespan of one to one and a half years before being discontinued. The thinking is that by doing this, the brand will always look new and fresh.
The downside is that if a customer simply loves a certain style or collection, he will need to stock up, for it will not be continuing or returning. Now, that being said, 2xist just re-introduced their former "Basic" collection from a few years ago. So, re-introduction could also be a trend… sort of like when Disney "opens their vaults" to bring back classics.
The Carbon and Fusion collections are expected to go away during Spring of 2009. However, one thing is for certain, the famous 2xist fit will remain the same season after season. So, at least you can feel confident that when you buy one of the new styles, it will have the familiar fit you have grown to love.
Posted by Tomima at 7:11am
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