Mr. Cowey concluded: “Menswear is traditionally the first segment of the clothing market to suffer from any downturn, with incomes diverted in preferences towards items for the home, leisure or technology. Therefore, retailers face a massive challenge in enticing men to increase their spending on clothing. With a treatment such as Purista, retailers can attract the male audience to certain items, giving them the added benefits they look for.”
Purista is the consumer brand name for Arch Chemicals' antimicrobial treatment that helps keep textiles fresh and clean for longer by controlling the growth of bacteria arising in everyday use.