Invista Inc. introduced the newest innovation of its CoolMax brand at a breakfast presentation in Manhattan at the Helen Mills Theater: CoolMax Nylon Plus.
Some 75 executives of the innerwear, legwear, sock and apparel industries, as well as the media, were on hand to view the technology of the new quick-drying nylon filament that makes colors pop and enhances dyeability. CoolMax has traditionally been known as a polyester-based fiber that wicks moisture away from the body, while retaining comfort through hot and cold temperatures. The moisture-wicking properties have made it ideal for a number of apparel categories.
However, CoolMax Nylon Plus, a four-channel polyamide, offers the enhanced durability of nylon and can be blended with Lycra spandex, an important factor in the branding arena for intimate apparel, pantyhose and seamless products, said Linda Kearns, director of communications at Invista. The new fiber also features an improved dry rate, a softer, more supple hand, and more robust moisture-wicking properties over standard nylon, she said.
"CoolMax Nylon Plus will open up new avenues of opportunity," said Kearns.
Nina Sorvino, Invista's marketing communications manager, said, "We are in the process of developing a [marketing and advertising] campaign for TV and national print by 2008. It will be a whole regeneration of the CoolMax brand."
She added that a Web site will be launched in the fourth quarter.
Kearns noted the "CoolMax comfort concept" will range from high-tech areas to sweaters, pillows, sheets, denim and intimate apparel.
"CoolMax with wool sweaters and socks is totally new for us," she said. "A lot of people have a desire to wear wool without being hot."
Other extensions of the family include CoolMax freshFX, which is used mainly on socks, legwear and underwear, and contains a silver-based antimicrobial application spun into the fiber to stop bacteria and odors, and CoolMax fabric with Cordura fiber, which provides durability and abrasion and cut resistance.
"We'll be the first company in the world to use a blend of CoolMax and Cordura in a new sock called Cloud 9," said Shane Cooper, founder and chairman of DeFeet, a maker of underwear, socks, armwarmers and gloves based in Hildebran, N.C. "It feels just like butter. CoolMax has become the Kleenex of the industry."
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)