It’s a good day for workout warriors — and their nearby partners-in-sweat. Cotton Incorporated recently announced its alliance with PurThread. Under the union, cotton knit and woven fabrics will have its antimicrobial technology embedded, which protects against odor-causing bacteria.PurThread has cultivated technology that integrates EPA-registered recycled silver salts into staple fiber and filament yarn at the extrusion level, according to the announcement. “This lends permanent fabric protection from odor-causing bacteria, mold, mildew and fungus, yielding antimicrobial benefits that do not wash away or wear off for the life of the fabric,” the company said. In even better news for brands and retailers: The technology does not affect physical properties or the characteristics of the fabric. It provides uniform colors while enforcing antiodor properties."Consumers know and love cotton, and they have come to expect performance technologies like odor control in their athletic apparel. The continued growth of the ath-leisure category creates an ideal opportunity to expand established athletic apparel performance technologies to additional categories, such as denim," explained Mark Messura, Cotton Inc. senior vice president of global supply chain marketing. The fabrics created through this collaboration maintain the look and feel of cotton and add long-lasting antiodor properties. The PurThread technology is effective and does not impact fabric design.”Ath-leisure items are in a moment of upgrade and revamping — its permanence and popularity among consumers has installed new technology and enhancements at the forefront of the textile industry. "Blending PurThread with cotton to offer permanent antimicrobial protection offers tangible benefits — apparel can be worn for longer periods of time between washings, helping to reduce water consumption, and energy usage,” said Lisa Grimes, chief executive officer of PurThread Technologies.Sustainability-minded Millennials are the same consumer set who might venture to wear leggings on a flight or to a college class, let alone a workout. This marks the revenue growth possibility across micro-categories under the ath-leisure umbrella.More on Ath-leisure from WWD:Ath-leisure Clad, Sustainably Aware Consumers Catapult Wool IndustryAnalysts Have Faith in Lululemon But Wary of Slowing GrowthTitika Active Couture Makes Move in U.S.
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)