Orient Befit in licensing agreement with Invista

The license agreement begins July 1, 2017 and lasts for seven years. The announcement was made by Zhejiang Orient Befit Socks Corporation (Orient Befit) at a global launch event for its new Coolmax Performance Socks.

Coolmax brand understands the evolving needs of athletes and active consumers, and has been innovating new performance fibres to meet them for over thirty years. New Coolmax Performance Socks feature specially designed fibres that move moisture away from the skin to the surface of the fabric where it evaporates. The easy-care fabric is breathable and keeps the wearer cool, dry and comfortable.

"Coolmax Performance Socks combine the outstanding moisture management and performance benefits of Coolmax fibre with the world-class manufacturing technology of Orient Befit, to create quality sport socks designed to optimise athletic performance," said Zhang Weijun, chairman of Orient Befit.

"We are thrilled to celebrate the launch of Coolmax Performance Socks and look forward to developing exciting new products!" Weijun said.

This new line of Coolmax Performance Socks features modern styling and cutting-edge technology perfect for all types of sports, from low- to high-impact. The socks feature vivid patterns and a colour palette of black (for a modern, high-tech look) and blue (to express cooling). The dark colours enable consumers to have fun and focus on their fitness goals without having to worry about white athletic socks that may yellow, or stretch out after a few washes.

Coolmax Performance Socks have passed a rigorous quality control and a garment certification process. The premium performance benefits of these sports socks are permanent and won't wash out, so consumers can stop worrying about the weather and get outside and embrace the elements. (SV)

Fibre2Fashion News Desk – India