Next level: ‘aspirational’ denim chemistry
28/10/2020
The first, ‘Washless’, can be applied to both denim and non-denim fabric, while the second, ‘Laser Smoother’, has been created specifically for denim.
Washless has been designed to repel dirt by way of proprietary, fluorine-free Durable Water Resistance (DWR) technology, which is based on biomimicry. Non-migrating anti-microbial, anti-bacterial and anti-viral chemistry has also been applied to the surface, in order to “stop” body odour.
The “environmentally friendly” intention behind Washless is to reduce home laundering, the company said in its press release.
On Washless, Rudolf’s fashion division head, Alberto De Conti, commented: “Even though the technologies in clothes cleaning have improved greatly, washing frequency has not been reduced. We own more and more clothes and wash them more frequently. This increased amount of washing counteracts the technological improvements in home laundry.”
Rudolf Hub1922’s motivations for creating Laser Smoother, an all-in-one formula for pre-laser application, were to produce a “more natural” surface effect following laser burning, “similar” to manual scraping.
Laser Smoother enhances denim’s “characteristics”, while reducing time, costs and energy, the company states.
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