Hanes, Winston-Salem, N.C., has launched FreshIQ advanced odor-protection technology across its men’s underwear, socks, T-shirts and fleece products.
FreshIQ is an antimicrobial finish that physically inhibits bacterial growth. Textiles naturally aid bacteria growth by providing nutrients, and odor is a byproduct of bacterial growth while the product is worn. The FreshIQ line of socks and underwear are offered at major retailers and directly to consumers via the company’s website. More products will be introduced through fall 2017.
Additionally, the “End the Smellfie” marketing campaign debuted Oct. 31 with national television commercials and coordinated digital advertising.
The End the Smellfie campaign, shown above, highlights men in a variety of settings — at the office, in a wedding and on a bus — doing “self-checks,” such as an underarm sniff, for freshness. Hanes’ FreshIQ products offer consumers a “smarter way to stay fresh.”
“FreshIQ will differentiate Hanes and be a competitive advantage in the marketplace — exactly what we are trying to accomplish with our Innovate to Elevate strategy,” says Gerald W. Evans Jr., CEO, HanesBrands. “We are the first mainstream brand to include odor-control technology in everyday underwear and socks, and research among consumers indicates that this benefit will generate organic core growth in our basics line.” — J.L.
Mimaki USA, recently announced TRAPIS, a next-generation digital transfer sublimation printing system that makes textile production more environmentally friendly.
A4, manufacturer of premium sportswear and team uniforms, is now making all its most popular apparel, and the vast majority of its line, with recycled polyester.