DL1961 Premium Denim Treats its Kids Collection with SILVADUR to Provide Long-Lasting Odor Control and Freshness

Philadelphia, PA - October 02, 2014--DL1961 Premium Denim, widely recognized as an industry leader in producing high-value-added denim products, has announced that its ACTIVEX performance denim collection for boys, girls and toddlers will be treated with Dow SILVADUR™ Antimicrobial, which provides long-lasting odor control and freshness to apparel. Earlier this fall, DL1961 Premium Denim announced that its entire fall men's collection would also be treated with SILVADUR.

"At DL1961, we pride ourselves in giving our customers cutting-edge products that outperform all other denims," says Sarah Ahmed, creative director at DL1961. "Using SILVADUR technology to protect our kids' collection from odor-causing bacteria means our products can be washed less often so kids can wear them more often. That's win-win for everyone."

The ACTIVEX performance denim collection includes a variety of denim jeans styles and fits, as well as a versatile denim jacket. The collection is now available at Nordstrom and Bloomingdales stores throughout the United States.

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.

"The use of SILVADUR by DL1961 Premium Denim in its lines for both men and kids shows what can happen when a progressive company takes advantage of progressive technology to set its products apart in the marketplace," said Karel Williams, global strategic marketing manager for Dow Microbial Control. "In this case, the ultimate beneficiaries are DL1961 Premium Denim consumers who, research shows, highly value long-lasting freshness and reliable protection against odor-causing bacteria in their denim jeans and jackets."

Source: http://www.dow.com/news/press-releases/article/?id=6645