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Men's leisure-wear gets smart with revolutionary fiber
Jul '08
As daily life gets busier, men just can't get enough of easy-wear, easy-care textiles. Non-iron stretch shirts for men are featuring more prominently than ever before on fashion catwalks across Europe.

Now, leading German shirt maker CasaModa has embraced science to introduce eight durable, non-iron smart-casual sports shirts to its Premium range. The shirts are made with revolutionary DOW XLA stretch fiber, the only stretch fiber that can support a true non-iron finish. Other fibers tend to break away as a result of the rigorous process and finishes applied.

The flexibility and easy-care properties of DOW XLA combined with CasaModa's patented process to prevent puckering at the seams, have resulted in shirts that always look crisp and smooth with a top-quality, non-iron finish. The collared shirts are available in black and white as well as various bold, fresh colours, with both long and short sleeves.

“DOW XLA is a case in point,” Klaus Katt, CEO of CasaModa said. “As the only stretch fiber that can support a true non-iron finish it enhances the look, hand feel, freedom of movement and longevity of our shirts. It's also incredibly durable, and able to withstand machine washing and tumble drying at high temperatures, holding color and retaining its shape over time -- something we find very attractive for our high quality brand.”

CasaModa's shirts are worn and modeled by German television personality Jörg Pilawa. “Many of today's professionals travel extensively and live out of suitcases, making CasaModa's shirts the perfect answer to their need for low maintenance clothing,” Pilawa said. “As someone who not only travels extensively but who is also often in the public eye these shirts perfectly meet my need for easy-care smartness. When I take them out of the suitcase they look crisp and fresh and don't require ironing”.

CasaModa uses DOW XLA fiber throughout its Premium range, which also comprises business shirts, in its CasaModa top line and its slim-fit Venti line. It plans to integrate the fiber into further shirt collections in 2009.

CasaModa's Premium sports shirts are now available at the CasaModa stores in Hamburg, Berlin and Cologne as well as at Käferlein in Nuremberg and Breiter in Munich.

“Through strengthening Dow's market-facing focus, our technology leadership and market understanding, we are finding innovative new ways to help our customers succeed so they can ultimately fulfill consumer needs. The partnerships with high-profile fashion brands such as CasaModa prove that Dow is a highly innovative company which constantly improves what's essential to human progress,” said Mark Remmert, global business director, Dow Fiber Solutions.

The fashion industry is rapidly incorporating DOW XLA in designs and collections where sculpting, durability and ease of care are important. The fiber is being used by Brooks Brothers, Calvin Klein, Burberry Japan, and many more.

Dow Fiber Solutions

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