The pioneering French jeans brand founded by Mrs Rica Levy in 1928 now leads the jeanswear field in mass retailing. Sensing the way the wind was turning, in 2006 Rica Lewis launched the first jeans in fairtrade cotton guaranteed by Max Havelaar. The brand is a staunch advocate of sustainable development along with social equity, respect for the environment and work standards. In 2009 it created the innovative Fibreflex men's jeans, supple, stretchy and comfortable. Today the company is making news with the launch of two new lines employing technology developed by Invista (behind the Lycra® brand). One uses Thermolite technology (hollow-core fibres) to retain body heat and protect from the cold, the other Coolmax core technology with specialised fibre cross-sections, which releases excess heat to make you more comfortable in summer.
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