ATLANTA–Burlington Labs, a division of Burlington WorldWide (BWW), has launched a proprietary washable product line, Easy WOOL, that’s exclusively engineered for 100% worsted wool and perfect for the men’s tailored clothing market, including suits and trousers
The company will start previewing the fabrics this week with tailored clothing, as well as uniform and golf apparel customers, and product should be in retail stores in time for fall 2008.
“Revolutionary technologies now allow fine worsted garments to be washed and [tumble] dried up to 25 times,” said Ken Kunberger, president of Burlington WorldWide. “We are continuously researching innovative sustainable technologies and products that differentiate us in the market and help our clients tailor their product lines to better fit their consumers’ lifestyles.”
BWW also launched Cocona Wool and Invisible Barrier, other exclusive BWW wool products, earlier this year.
Pete Baumann, vice-president of merchandising, BWW, a business unit of International Textile Group, said Easy WOOL fabrics retains a long lasting look, shape and feel. The fabrics also have a sustainable story because the technology is chlorine-free and provide the consumer with an alternative to dry cleaning and associated harsh chemicals. He added that shrinkage is minimal and “the best we see out there.”
“As the industry leader,” Baumann said, “we must continue to innovate and enhance our fabrics’ performance. We are once again setting a new industry standard for wool with performance specifications that havesurpassed all previous industry benchmarks.”