Prosperity Textile, known worldwide for its innovative denim fabrics in China, and Thai Acrylic Fibre (TAF) of Aditya Birla group, have joined hands to launch an anti-microbial denim collection, Freshever Denim. The yarn has been developed by Prosperity’s spinner partner, Texhong by using Amicor, the patented anti-microbial fibre blended in the yarn.

Freshever Denim, the award-winning anti-microbial performance fabric, prevents the growth of various microbes with more than 99.95 per cent reduction rate to keep the denim fresh, and deliver exceptional durability. The anti-microbial performance is imparted by Amicor, which is a specially engineered fibre incorporated with additives in the fibre core. The denim also has odour resistance property and its performance lasts up to 100 washes, according to a press release by Aditya Birla.

“We always focus on creating denim that speaks. The combination of art and science makes us a unique denim maker. We pay special attention to materials and we found Amicor to be best suited to our needs for a performance denim. In these times, when everyone is concerned about maintaining hygiene and being safe from microbes, our Freshever Denim will be an ideal addition to the everyday clothing of the consumers,” Andy Zhong, marketing director of Prosperity Textile said.

“Amicor is one of the top specialty fibre in our value added products portfolio with proven anti- microbial performance. Amicor is being used in medical and baby products, but now we are happy that Prosperity Textile brings it to fashion world. As denim is very popular in street fashion and the way it’s being used, we hope that Amicor can enhance a denim’s lovers’ lifestyle,” Satyaki Ghosh, CEO of TAF and domestic textile, Aditya Birla said.

Amicor is an Oeko-Tex class 1 and Reach certified product as well as has a ‘Seal of Approval’ from the British Allergy Foundation.

Fibre2Fashion News Desk (GK)

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