Dow, Russell Brands tie up for wearable tech

26 Apr '16
2 min read

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

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