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Dow, Fruit of the Loom introduce dual defence
May '17
Dow and Fruit of the Loom have come together to introduce dual defence performance features that offer long-lasting odour protection and moisture wicking to men’s underwear. Odour protection and moisture wicking are features consumers desire. In the collaboration, Fruit of the Loom underwear has incorporated Dow’s Silvadur antimicrobial technology.

“When companies like Fruit of the Loom and Dow collaborate to apply breakthrough technology to consumer products, positive outcomes occur. Not only does the marketplace benefit from these positive outcomes, but so do company, which will fuel future collaborations,” said Larry Ryan, business president, Dow Energy and Water Solution.

The collection of men’s Fruit of the Loom underwear with Dual Defense will be enhanced with Intellifresh durable and long-lasting freshness protection from Dow. Intellifresh, powered by Dow Silvadur antimicrobial technology, utilises a patented, smart delivery system that enables long-lasting protection by minimising the growth of odour-causing bacteria on fabric surfaces.

“Fruit of the Loom is listening to our consumers. They want enhanced benefits at a great value. This collection delivers both in products consumers already know, love, and trust,” said Mark Hartman, vice president of marketing for Fruit of the Loom.

Fruit of the Loom chose Silvadur antimicrobial technology because of the durable performance to last through multiple home launderings. Packaging for the Fruit of the Loom products with Dual Defense will feature the Intellifresh trademark signaling consumers that the products contain reliable and longer lasting built-in odour protection.

“The growing consumer trend for a more hygienic, sustainable lifestyle is increasing the marketplace demand for apparel with ‘smart technologies’ that offer multiple functional benefits,” said Karel Williams, strategic marketing director for Dow Microbial Control. “As an industry leader, Fruit of the Loom has recognised this important trend and responded by enhancing its Fruit of the Loom products with INTELLIFRESH built-in odour protection.”

The Fruit of the Loom 100 per cent cotton underwear collection with Dual Defense features will be available during the key “back to school” season, and includes crew, V-neck and A-shirt tops, and both brief and boxer brief bottoms. (SV)

Fibre2Fashion News Desk – India

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