Home / Knowledge / News / Apparel/Garments / Dow, Russell Brands tie up for wearable tech
Dow, Russell Brands tie up for wearable tech
26
Apr '16
The Dow Chemical Company and athletic apparel maker Russell Brands, LLC have announced a collaboration to provide advanced odor and freshness protection to apparel performance products using Dow's patented Silvadur technology. Products treated with this technology will feature the Intellifresh brand, Dow said in a press release.

The collaboration with Russell is among Dow's first uses of the Intellifresh brand on performance apparel products.

“Dow research shows that more consumers are looking for products that promote a healthier lifestyle,” said Larry Ryan, business president for Dow Energy & Water Solutions. “Consumers surveyed indicated they are interested in purchasing a wide variety of products with durable protection against odor or odor-causing bacteria. The collaboration with Russell is a prime example of how Dow, with its innovative technology behind Intellifresh, can partner with brand owners, manufacturers and retailers to fulfill consumer needs."

The Russell Coolforce tee, powered by Intellifresh, is the most recent performance apparel product to incorporate this invisible ingredient that provides built in freshness and odor protection. The secret to the long-lasting freshness comes from Dow's patented Silvadur technology, which neutralizes bacteria that can build up on fabric surfaces so fabrics stay fresher longer, even between washings.

“We are thrilled to announce this exciting collaboration with Dow, which will allow us to offer our consumers one of the most innovative performance elements in today's market,” said Rick Medlin, CEO and President of Russell Brands, LLC, a subsidiary of Fruit of the Loom, Inc. “Our brand is committed to seeking the highest standards of performance in athletic apparel at an affordable price, and it's a privilege to share this technology with all our consumers.”

Russell Brands chose the innovative Coolforce tee as its launch product due to the advanced technical nature of the Silvadur technology. The Coolforce tee already includes a proprietary, chemical-free cooling technology that doesn't degrade over time, allowing wearers to elevate their workouts by keeping them cool and dry to reach their maximum performance potential. (SH)

Fibre2Fashion News Desk - India


Must ReadView All

Pic: Dong Nhat Huy / Shutterstock.com

Apparel/Garments | On 20th Apr 2021

New guidance for Vietnam's apparel and footwear industry

The Australian Human Rights Commission has released new human rights...

Pic: Shutterstock

Textiles | On 20th Apr 2021

Egypt ready for world's largest textile factory by March 2022

Egypt is going full throttle with the construction of a textiles...

Pic: I Love Coffee dot Today / Shutterstock.com

Apparel/Garments | On 20th Apr 2021

COVID-19 lockdown halts garment production in parts of Cambodia

A 14-day lockdown imposed to curb the spread of COVID-19 pandemic has ...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Consumer sentiment will be conservative after lockdown

Textile Industry, Head honchos

Textile Industry
Head honchos

Estimate loss of $8-$10 billion in turnover

Textile Industry, Head honchos

Textile Industry
Head honchos

Money never disappears-it just finds new opportunities

Yawer Ali Shah,

Yawer Ali Shah

Synthetic colours and dyes were all the rage till the very first ban on...

Nick Isles,

Nick Isles

The Condé Nast College of Fashion & Design or CNC as it is known as,...

Ritu Oberoi,

Ritu Oberoi

Mumbai-based Forsarees is a socially driven business enterprise, working...

Kevin Young & Tom Lucas, Web Industries

Kevin Young & Tom Lucas
Web Industries

Web Industries is a precision formatter of nonwoven materials used in baby ...

Suresh Patel, Non Woven Federation of India

Suresh Patel
Non Woven Federation of India

The Non Woven Federation of India (NWFI), representing the regional...

Tiasha Renganathan, Twinery Innovations by MAS

Tiasha Renganathan
Twinery Innovations by MAS

Twinery-Innovations by MAS is the innovation arm of Sri Lankan company MAS ...

Anjali Bhaskar, Samatvam

Anjali Bhaskar
Samatvam

Samatvam, a womenswear brand that blends age-old craftsmanship with modern ...

Sweta Agarwal, A Humming Way

Sweta Agarwal
A Humming Way

A Humming Way (AHW) is inspired by the old-world regalia of Rajasthan...

Ramya Rao & Kavea R Chavali, Kalaneca

Ramya Rao & Kavea R Chavali
Kalaneca

<div>The journey of Kalaneca (kala-Art, Neca- Nikaah) formally began in...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search