Penney's new Xersion Studio line.

As consumer-led demand for high-performing products continues to rise, brands and retailers are responding by integrating new fiber and textile technologies to enhance materials across various fashion categories.

Fiber and textile technology firms such as Noble Biomaterials are tackling some of the more off-beat issues, such as convenience and getting a good night’s sleep. The company’s XT2 Anti-Odor Technology allows its wearer to work out and commence activities without “offending anyone in the room” and has been integrated into collections for Hill City by Gap, a men’s active-apparel line. Or Lunya, a modern luxury sleepwear brand that develops its own fabrics, used XT2 for its collections to “address the things that keep you up at night, such as restlessness, temperature control, and muscle aches,” according to the company.

Its XT2 technology uses the properties of silver ions to kill odor, which is inherent in the fiber and permanent, as metallic silver will not rinse or wear off the material. Karin Mueller, Noble Biomaterials global senior vice president, marketing, said that “Consumers today want to buy technical garments that are functional while making them look and feel good. They don’t want to compromise performance or fashion, and they want the ease and confidence of knowing one top can confidently carry them through their day.”

Mueller continued, “After a sweaty workout, you’ll never have to dip down, sniff and wonder, ‘Is that me?’ when wearing apparel with XT2. Our technologies provide benefits that allow you to focus on real life and not obsess about when your next shower is,” and added that the firm is delighted to collaborate with brands creating products that “improve peoples’ daily life experiences.”

And the firm said that its commitment to sustainability is “firmly grounded in its core values and is reflected in its technologies, facilities and operations,” noting that the company partakes in sustainability initiatives such as the recovery and recycling of silver, responsible sourcing, production, and product end-of-life. Its products are committed to the Bluesign system and Oeko-Tex-certified, according to the company.

For more Business news from WWD, see:

PrimaLoft Rolls Out First Fully Recycled Bio Performance Fabric

Fashion Industry’s ‘War for Talent,’ Demand for Vocational Skills

Field Notes: Fashion’s Making Waves

Fashion Brand Nicholas K Cites ‘Longevity’ as Key to Sustainability

load comments
blog comments powered by Disqus