Home / Knowledge / News / Apparel/Garments / Dow, Russell Brands tie up for wearable tech
Dow, Russell Brands tie up for wearable tech
26
Apr '16
The Dow Chemical Company and athletic apparel maker Russell Brands, LLC have announced a collaboration to provide advanced odor and freshness protection to apparel performance products using Dow's patented Silvadur technology. Products treated with this technology will feature the Intellifresh brand, Dow said in a press release.

The collaboration with Russell is among Dow's first uses of the Intellifresh brand on performance apparel products.

“Dow research shows that more consumers are looking for products that promote a healthier lifestyle,” said Larry Ryan, business president for Dow Energy & Water Solutions. “Consumers surveyed indicated they are interested in purchasing a wide variety of products with durable protection against odor or odor-causing bacteria. The collaboration with Russell is a prime example of how Dow, with its innovative technology behind Intellifresh, can partner with brand owners, manufacturers and retailers to fulfill consumer needs."

The Russell Coolforce tee, powered by Intellifresh, is the most recent performance apparel product to incorporate this invisible ingredient that provides built in freshness and odor protection. The secret to the long-lasting freshness comes from Dow's patented Silvadur technology, which neutralizes bacteria that can build up on fabric surfaces so fabrics stay fresher longer, even between washings.

“We are thrilled to announce this exciting collaboration with Dow, which will allow us to offer our consumers one of the most innovative performance elements in today's market,” said Rick Medlin, CEO and President of Russell Brands, LLC, a subsidiary of Fruit of the Loom, Inc. “Our brand is committed to seeking the highest standards of performance in athletic apparel at an affordable price, and it's a privilege to share this technology with all our consumers.”

Russell Brands chose the innovative Coolforce tee as its launch product due to the advanced technical nature of the Silvadur technology. The Coolforce tee already includes a proprietary, chemical-free cooling technology that doesn't degrade over time, allowing wearers to elevate their workouts by keeping them cool and dry to reach their maximum performance potential. (SH)

Fibre2Fashion News Desk - India

Must ReadView All

Courtesy: The Irish News/Christian Cowan (Google)

Fashion | On 24th Feb 2017

Google & Christian Cowan create 'really blue' jeans

Google has partnered with British fashion designer Christian Cowan to ...

Textiles | On 24th Feb 2017

Pakistan's textile exports down 1.54% in July-Jan FY17

The value of textile and garment exports made by Pakistan decreased...

Textiles | On 24th Feb 2017

Indian economy to touch $5 tr by FY2025: Morgan Stanley

Driven by supportive demographics and government's policies, the...

Interviews View All

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Kamlesh Vaghela
RK Textiles

Very few machinery manufacturers have R&D units

Evelyne Cholet
UCMTF

‘France had a reputation of being big in new ideas, but poor in marketing...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search