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Jeans that stay fresher longer

Oct 13, 2014
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 United States.

“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 recognized SILVADUR as one of the 100 most technologically significant products introduced over a 12-month period.

Over the past several months, technical experts from DL1961 and Dow worked together to evaluate SILVADUR’s performance on denim, according to Karel Williams, global strategic marketing manager for Dow Microbial Control. “The results of this extensive testing,” he said, “validated SILVADUR’s high degree of efficacy in consistently providing durable odor control in denim products, enabling consumers to wear their jeans longer and wash them less.”

In September 2008, DL1961 Premium Denim launched in New York City with a mission to create “the perfect fitting jean,” using revolutionary technology called XFIT Lycra® fabric. Today the line is known for using the most technologically advanced fabrics in the industry, such as DLX and dlpro to provide customers with jeans that offer unparalleled fit, comfort and shape retention. DL1961 is available in 30 countries and 1,500 specialty stores worldwide, including Bloomingdales, Neiman Marcus and Nordstrom. Learn more about DL1961 Premium Denim at

ow Microbial Control innovates with science and technology to provide long-­-term viable and sustainable microbial control. Our comprehensive global offering provides customers with solutions to optimize formulations, including a high performing and technically supported selection of registered actives and products. With world-­-class people organization-­-wide and a broad portfolio of microbial control technologies, Dow Microbial Control can help solve most any microbial control problem. From specialty and highly regulated to non-regulated, the company has the experience and the essentials for more sustainable microbial control protection for products and processes.

Dow (NYSE: DOW) combines the power of science and technology to passionately innovate what is essential to human progress. The Company is driving innovations that extract value from the intersection of chemical, physical and biological sciences to help address many of the world's most challenging problems such as the need for clean water, clean energy generation and conservation, and increasing agricultural productivity. Dow's integrated, market-driven, industry-leading portfolio of specialty chemical, advanced materials, agrosciences and plastics businesses delivers a broad range of technology-based products and solutions to customers in a