Homeopathy meets underwear in latest launches
Say goodbye to sweat stains and so long to stress. Thanks to the latest intimates innovations, consumers can stay relaxed and fresh in their undergarments, regardless of climate conditions or amount of physical activity.
RealCool Cotton, the newest offering from Israeli textile manufacturer and intimates giant Delta Galil, calls itself the "ultimate" cotton fabric: No matter how much a person perspires, the garment stays dry.
By using nanotechnology applications, the company's laboratories produced a special treatment that softens the cotton, increasing the absorption capacity of the fabric. This application allows moisture to be wicked to the surface of the fabric where it then evaporates. This produces a similar but more comfortable material than current intimates synthetic fabrics, which use Dri-Release technology, said Zack Salino, vp of marketing for Delta Galil.
"Cotton is the gold standard for apparel, especially when worn next to the body," Salino said. "RealCool Cotton has the same net effect as synthetic materials, but it's all-natural and breathable."
RealCool Cotton will hit stores in the fourth quarter, with distribution in mass, mid-tier and specialty markets. Though Delta could not divulge its buyer list, its biggest customers are Target, Wal-Mart and JCPenney. In addition to intimate apparel for men and women, Delta hopes to launch the fabric into sleepwear and active wear.
Invista has developed three new sensations called energy, tranquility and relaxation for its Lycra Body Care fabric. The sensations use microencapsulated herbs, fragrance and, in some cases, vitamins to enhance the user's well-being. As the garment moves and stretches, the capsules break and release the benefits onto the skin, keeping the wearer comfortable and calm, Turner said.
"There are greater demands these days on personal time, and a need for balance," said Heather Turner, Invista's European technical support lead. "According to research, consumers cite the maintenance of physical and spiritual well-being as one of their top priorities [and are] becoming more aware of effects that soothe and calm the body."
Invista launched the new sensations based on its previous success with its aloe vera, vitamin E and sea kelp line, which debuted in intimates and hosiery in 2003. Olga purchased the material for its Smooth Benefits intimates line, and it sold well in department stores, Turner said.
"We've already had several companies express interest, and we're expecting a great amount of success," she said. Invista presented the technology at the Lyon intimates trade show this month.
KELLY NOLAN
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