FASHION RETAILERS USE ANTI-VIRAL TECHNOLOGY FOR FABRIC TO PREVENT COVID
Business Of Fashion|January 2021
Only a handful of retailers in India have been bold enough to adopt this dynamic solution to provide an enriching shopping experience to their consumers. IMAGES Business of Fashion brings you a list of retailers and the innovations they have introduced…

Innovation – both interactive and engaging – has changed the dynamics of retail. In times that are tough, in order to reshape the concept of traditional retail, product innovations are gaining attention, aiding experiential retail and consumer engagement. These innovations usually fall somewhere in between the real world and the virtual world.

One such revolution is the advent of Smart Apparel.

However, only a handful of retailers in India have been bold enough to adopt this dynamic solution to provide an enriching shopping experience to their consumers. Here is the list of retailers and the innovations they have introduced:

TURMS

Turms intelligent wear is not a small step, but a giant leap for apparel as it fuses fashion and fabric nanotechnology to make life easy and comfortable with smart clothing. Every piece of apparel from Turms is infused with nanotechnology that gives the clothing a host of great functional benefits that includes anti-viral, anti-stain, anti-odor, super-stretch as well as cooling and wicking, all without compromising on comfort or the style quotient.

The range includes t-shirts – Henley shirts, crewnecks, and polos made with the world’s finest cotton, Supima – formal-wear such as poplin shirts, linen shirts as also semi-formal and casual wear, bottom-wear such as jeans, chinos, joggers and shorts, athleisure wear, winter-wear and more – all of which are crafted from the finest fabric, feature the latest trends as well as timeless classics and created using nanotechnology to make the most stylish smart wearables around.

These cutting-edge fabric technologies are the result of the R&D efforts and the outcome of continuous innovation. Turms is known for in its quest to make its intelligent apparel better. Driving this is the mission of providing real-world solutions that suit the consumer’s lifestyle and solve their problems and make life more comfortable and convenient with stylish, smarter clothing.

Enriched silver ions prevent odour-causing bacteria from multiplying by blocking the division process, and neutralising bacteria before they interact with sweat to keep clothes smelling fresh and clean for longer.

All smart clothing have two or more technology features, each of which delivers unique benefits to wearers depending on the nanotechnology that goes into their construction:

• Anti-Viral: A unique finish created using biological compounds derived from coconut, ensures that clothing from Turms actively fi ght viruses and other microorganisms by inhibiting their growth and providing much needed protection to the wearer.

• Anti-Stain: The hydrophobic technology increases the liquid contact angle of the garment to >90 degrees causing liquids to form droplets and stay ‘suspended’ instead of getting absorbed into the fabric. This provides resistance to water-based stains to keep clothes stain-free and clean for longer.

• Anti-Odour: Enriched silver ions prevent odor-causing bacteria from multiplying by blocking the division process, and neutralizing bacteria before they interact with sweat to keep clothes smelling fresh and clean for longer.

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