BASF's textile network & Arch together for textiles fresh
29 Sep '06
2 min read
BASF's Performance Chemicals for Textiles business unit and Arch Chemicals Inc have formed a global alliance to market Arch's Reputex 20 freshness-enhancing finish and its associated Purista brand label, which is used on treated consumer products.
The companies will work together to enter new application sectors in everyday clothing and home textiles, such as shirts, fashion tops and bed linens.
This alliance will offer the industry unrivalled expertise. With the rise in consumer demand for comfort enhancing and easy care textiles, textile manufacturers as well as retailers and brands are looking for new ways to add value.
As an expert in textile finishing, BASF can support manufacturers in smoothly implementing the new product into their existing processes.
Furthermore, the already established positive appealing elements of the Purista brand proposition will support the retailer and brand in communicating the additional benefits to consumers.
Reputex is an antimicrobial treatment for cellulosic textiles such as cotton and cotton blends. It makes textiles stay fresher for longer by controlling the growth of micro-organisms, which would cause odour and fabric deterioration during today's lower temperature wash and wear cycles.
This is a very useful benefit for consumers seeking increased comfort and easier care from textiles to support their busy lifestyles.
On finished consumer products the Purista brand is used to communicate the benefits of purity, freshness, labour saving, and eco-friendliness. These benefits are captured with the strapline – “Treated with Purista – Fresher for longer.”
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