Dow Chemical Co. is launching a co-marketing program for its new Intellifresh antiodor textile additive that builds on its Silvadur technology.

The new Intellifresh branding program will be featured by leading manufacturers in a variety of consumer product categories, including socks, T-shirts, underwear, sports and fitness apparel, athletic gear and equipment, workwear, footwear, home textiles and bedding, furniture, carpet, cleaning and deodorizing products and laundry aids.

Dow said the Intellifresh label will give hygiene-conscious consumers confidence that the products they are buying provide odor protection and longer-lasting freshness.

This spring, Russell Brands collaborated with Dow to be the first to use Intellifresh in its performance apparel.

Intellifresh is built into fabrics with a special patented technology that keeps odors in the fabrics at bay, so fabrics stay fresher longer, even between launderings.

Dow said Intellifresh keeps working after 50 washes. The company noted that Intellifresh also has environmental benefits. For example, its protection keeps denim fresh when jeans are worn, even between launderings, so jeans can be washed less often, saving water, using less detergent and making the jeans last longer as a result.

Intellifresh’s patented technology binds to the matrix of the fabric and can be used in all kinds of fabrics, including natural and synthetic fibers, when applied appropriately.

Dow said Intellifresh has been tested extensively by its own scientists and independent experts. The technology used in Intellifresh is an antimicrobial that is nontoxic to humans, only activates in the presence of unwanted odors, won’t irritate skin and won’t wash out or rub off when used correctly.

Intellifresh harnesses the natural, time-proven powers of silver to control odors that come into contact with textile surfaces. Intellifresh is affixed to textile surfaces where it works continuously to keep textiles fresh and hygienic.

Silvadur, developed specifically for textile products, has been tested and approved by the International Oeko-Tex Association. Silvadur is registered with the U.S. Environmental Protection Agency and the active ingredient is notified and supported under the European Union Biocidal Products Registry. In addition, Silvadur technology is registered to meet REACH requirements in the EU.

In 2015, Dow had annual sales of nearly $49 billion and employed about 49,500 people worldwide. The company’s more than 6,000 product families are manufactured at 179 sites in 35 countries.