Purista set new treatment for menswear growth

24 Apr '06

2 min read

Menswear is set to be the number one driver for growth in the textile treatment industry according to independent research from Purista; a performance finish that helps keep clothes fresher for longer.

The new research highlighted that treated clothes are most popular amongst 16-34 year old men, with double the number of men having already purchased treated clothing and textiles compared to women.

Men have a peculiar relationship with their clothes; they are rarely friends to the iron; their collection is very limited; and they are reluctant to spend a lot of their time shopping for items that are either worn under a jacket for work or only pulled out of the closet at weekends. Therefore, it is hardly surprising that more men than women look for items that feature added-value finishes, allowing them to spend as little time as possible caring for them.

Purista found that the most popular freshness treated item men want to purchase is socks (48%). The most requested treated articles that are currently not available on the high street were antimicrobial treated underwear (44%) and tops / shirts (41%), driven by the desire to stay fresh all day long!

Commenting on the latest findings, Peter Cowey, International Business Manager for Purista said: “This research should be a wake-up call to menswear buyers and manufacturers. It proves that when men do go shopping for clothing they are looking for garments that have added benefits, such as freshness enhancing treatments and non-iron properties. Purista is a great way for retailers to differentiate their garments in a highly competitive market place and entice more men to buy.”

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