The Dow Chemical Company and Russell Brands have announced a collaboration to provide advanced odour and freshness protection to apparel performance products using Dow’s patented SILVADUR technology. Products treated with this technology will feature the Intellifresh brand. 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 odour or odour-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 odour 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 can stay fresher longer, even between washings. COOLFORCE tees are available in stores and online at Walmart.com/Russell.
“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, Chief Executive Officer and President of Russell Brands, a subsidiary of Fruit of the Loom.
“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.”
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.’ The inclusion of the Intellifresh odour-protection ingredient is seen to complement these features, ‘adding another superior benefit to the COOLFORCE tee’.
The COOLFORCE tee powered by Intellifresh comes in a variety of assorted colours. It contains a range of features for added comfort and includes a small side pocket with a zipper for storing personal items while working out.
