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Branding program for "Pure by HeiQ", odour-free textile finish

11
Nov '08
HeiQ Materials AG, the leader and inventor of silver composite additives and high performance sustainable textile finishes, has launched a unique branding program for its odour-free textile finish called "Pure by HeiQ".

“The Pure ingredient branding program underlines HeiQ's commitment to invest in textile innovation with our advanced technologies already established in the medical device industry” says Kristofer Skantze, Head of Sales and Marketing at HeiQ.

“The challenge has been to communicate effectively the odor-free performance and the benefits of our high value effect applied to clothes to the end-consumer, without blinding them with science,” he adds by saying.

Pure by HeiQ is the first ingredient brand in a line of biomimetic textile effects from HeiQ aiming at replicating nature's own technical solutions and applying these in the textile world. “We communicate the effect directly to the end-consumer with the help of a little tongue in cheek, by thought-provoking imagery and tag-lines on the label.

We want to show how state-of-the-art technology can provide value to high-tech sports apparel, for example, yet allowing consumers ultimately to wash clothes functionalized with Pure technology less frequently or intensively thus making a contribution to a sustainable resource utilization”, says Skantze.

The HeiQ ingredient-branding scheme has been created to communicate to the end consumer the best in class technology coupled with guaranteed performance for the lifetime of the garment. HeiQ will offer its branding scheme on a limited basis to leading brands to assist them in developing high-performance garments by ensuring correct application and reliable product performance.

The innovative labels provide clear benefit statements for consumers, in an appealing design, enhancing convenience and confidence in garment selection and purchase of the best technology available. With Pure by HeiQ, HeiQ provides a highly sustainable product for textiles through a unique and patented silver composite technology requiring a minimum of active substance to achieve strong and highly durable performance.

The Oeko-tex approved HeiQ products are breakthrough textile products for all garment types that allow users to be as active as wanted and still feel and smell fresh. Due to HeiQ!s unique technique of treating textiles with its silver through fiber integration or as a topical application, the odor-free effect remains for the lifetime of the garment.

About HeiQ:
HeiQ Materials AG is a Swiss company manufacturing high performance additives as well as state-of-the art, sustainable textile effects for the most demanding functionalities. The company's goal is to mimic nature!s effects and transfer these to textile fabrics, making them naturally performing.

HeiQ!s products are characterized by high efficiency coupled with long-lasting performance, yet with a minimum impact on the environment. Being a young and innovative company, HeiQ has already received several awards for its state-of-the-art technologies.

HeiQ


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