Fashion Statement to Virus Protectors: The Emergence of Antiviral Fabrics

Yesterday, I came across a Peter England Ad, promoting their new range of Virus fighting Apparels!

Yes, you’ve read that right, Antiviral Fabric has emerged as one among the latest trends in the new normal.

HeiQ Viroblock NPJ03 is an intelligent Swiss textile technology that has been tested effective 99.99% in 30 mins against SARS-CoV-2, the COVID-19 causing virus, helping to minimise the potential for re-transmission of pathogens through clothing.

This is the only technology that is globally available & has been certified as safe & sustainable with all ingredients being cosmetic grade, bio-based (72% bio-based carbon) & recycled.

Developed using an unique combination of silver & vesicle technology, that is extremely effective in destroying bacterial & viral pathogens on textiles, the viroblock dissolves the cholesterol content of the viral membrane within minutes & completely deactivates the virus.

Very recently, in India, Zodiac & Arvind had come up with their own line of anti-viral fabrics under the Securo & Intellifabrix brand respectively.

Zodiac even faced the brunt in Twitter from users who were unaware of the viroblock & tagged ASCI to look into its claims.

According to certain reports, store closures, social distancing & lack of demand due to the pandemic has caused a 30-35% dent to revenues of the organised apparel retail sector, with online channels becoming the key for higher contribution.

With community transmission not being ruled out completely, safety is at the forefront of the consumers’ concerns, at all levels & brands are jumping in to capitalise on these, with good demand to be witnessed, at least in the short term.

Interestingly, HeiQ also looks poised to become a strong part of the #IngredientBranding strategy for apparels,in this new normal.

What’s your take on this? Let me know in the comments below

#retail

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