Nilit, a leading manufacturer and marketer of nylon textile fibres, has announced the launch of Sensil, its new Nylon 6.6 brand for apparel, at the Interfilière intimate apparel show in Paris, France. According to the manufacturer, the result of extensive market analysis and research on retail industry shifts, consumer insights, and fashion trends, Sensil represents Nilit’s premium Nylon 6.6 for fashion and performance apparel and is the company’s new way to communicate the benefits of its products.

“The apparel industry is at an exciting crossroads,” said Pierluigi Berardi, Nilit Global Marketing Director. “Consumers are more empowered and demanding than ever before and they’re raising their expectations for performance, style, and value. At the same time, many suppliers in the industry are focusing on lowering costs and, as a result, diluting quality. With Sensil, we intend to work with our partners to reverse that trend.”

Sensil Nylon 6.6 is said to have an exceptional look and feel, it is soft, strong, and durable, and retains newness after many wearings and washings, the company explains. Sensil’s performance features are said to include inherent odour control, temperature management, moisture management, and UV resistance. Sensil will be supported by a 360-degree communications plan targeting fabric producers, brands, retailers, and consumers that includes trade shows and events, print and digital advertising, social media, point of sale displays, and in-store events.

“We at Nilit are rising to meet these challenging market needs,” said IlanMelamed, General Manager of Nilit. “With our expertise and reach across the global value chain and our belief in our Nylon 6.6 product portfolio, we are renewing our commitment to helping our supply chain partners differentiate and enhance their products, setting an even higher standard for innovation and service.” Over the coming months, Nilit will be taking its message of fashion and performance benefits to the marketplace with a bold marketing campaign establishing Sensil as the smarter apparel choice for brands, retailers, and consumers.