Jeans that stay fresher longer

DL1961 Premium Denim, widely recognized for providing consumers with the ¨perfect-fitting jean,¨has announced that its entire fall men´s collection will be treated with Dow SILVADUR Antimicrobial, which provides long-lasting odor control and freshness to apparel. The DL1961 fall men´s collection, consisting of Relax, Straight and Straight Slim fits, is now available at Bloomingdales, Nordstrom, Saks and more than 500 specialty apparel stores throughout the US.

¨We are extremely excited about this partnership with SILVADUR because, as an innovative company, we truly appreciate new technologies that add value to our jeans,¨says Sarah Ahmed, creative director at DL1961 Premium Denim. ¨Treating our denim with SILVADUR´s odor-resistant technology has enabled us to create next-generation products that out-perform all other denims. As a result, our customers can focus on the extraordinary things they do while wearing DL1961 jeans knowing that those jeans will stay fresh all day long.¨

SILVADUR Antimicrobial was introduced in the fall of 2012 by Dow Microbial Control. It meets the marketplace need for an efficient and effective antimicrobial for apparel and textiles. SILVADUR´s ¨intelligent¨microbial control system is activated in the presence of unwanted bacteria and protects fabrics against odors, enabling them to stay fresher longer. In September 2013, R&D Magazine recognised SILVADUR as one of the 100 most technologically significant products.