Rhone has trademarked a new fabric technology that is intended to bring its men’s activewear collection to the next level.
The two-year-old brand on Thursday will introduce GoldFusion, a new process that infuses gold particles into the company’s highest-performing fabrics. The result, according to the company, is a softer, safer, faster-drying, longer-lasting, odor-neutralizing garment.
Rhone developed GoldFusion with a biochemist and an applied physicist who had been using the technology for fighting agricultural crop disease. This is the first application in apparel and Rhone has the exclusive for the activewear market, according to Nate Checketts, cofounder and chief executive officer of Rhone.
Checketts said the company conducted tests on the garments produced with the technology and found that shirts dry three times faster than competing garments and last three times as long. GoldFusion also incorporates odor-neutralizing particles that remain 99 percent effective after 100 washes, Rhone said. It also provides UV protection and improved color fastness. And because the gold is infused directly into the garments, it is non-toxic.
Checketts said GoldFusion will be used in all of the company’s garments going forward, including knits and woven shirts, shorts, pants, outerwear and socks. In its first iteration, Rhone is partnering with Polartec to apply the technology to two fabrics: a merino wool and a new addition, Delta, which wicks sweat away, Checketts said.
Checketts admitted the technology sounds “like it’s too good to be true. But this is exactly what we strive for at Rhone: creating best-in-class products.”
The brand will use the GoldFusion technology in an assortment of products in its spring collection and has partnered with the crowd-funding platform Indiegogo to launch a campaign to raise funds to produce the collection. The goal is $35,000.
As part of the fundraising efforts, Rhone customers can pre-purchase activewear featuring this new technology at a discounted price and the merchandise will be delivered early next year. Those who purchase in this phase are given a one-year guarantee, Rhone said. Among the packages that will be offered is the King’s Kit for $260 that includes one merino wool and one Delta T-shirt, a short, a gym item and two more items. Delta shorts and a tee will retail for $109 and merino wool shirt and short will be $118.
Rhone will host a presentation of the new technology on Thursday in New York City. The collection is currently carried in all Equinox locations as well as select Bloomingdale’s and REI stores.