Apparel Cos. Look to Nanotechnology for Sales
Apparel companies are investing in nanotechnology to market a new generation of functional clothing.
Nanotechnology is the science of the small. A nanometer is one-billionth of a meter. Emeryville, Calif.–based Nano-Tex LLC is using the science to alter the structure of fiber molecules, creating characteristics such as water repellency and moisture wicking. The company has garnered patents for its technologies, making it one of the few providers of nanotechnology-enhanced fabrics.
Nano-Tex supplies products to about 80 mills that sell to some of the biggest brands in the country.
The company lately has seen its “Resist Spills” and “Coolest Comfort” branded enhancements perform strongly at retail through offerings from Lands’ End, Nordstrom Inc., Eddie Bauer and Gap Inc., among others. The treatments are especially popular for sportswear, including polo shirts and outerwear.
Retailers are using the treatments to upsell to the consumer. Nordstrom, for example, is using Nano-Tex’s water- and oil-repelling treatments for its “Smartcare” piqueacute; polo shirts, oxford shirts and pants. Gap is using the treatments for its “Stressfree” collection and will introduce a kids’ line featuring the technology later this year.
Nano-Tex’s Renee Hultin said the applications are running parallel to trends.
“The National Association of Menswear Buyers recently reported that 2005 is the year of preppy rediscovery and specifically called out classic polo shirts as a cornerstone in the new look in men’s fashion,” Hultin said. “And since last year, women’s trench coats have been making a significant comeback. The womenswear trend forecaster for Cotton Inc. says that the trench coat is a ’must have,’ given its prominence on fashion runways in the past 12 months.”
Lands’ End recently launched a cotton/Lycra women’s trench coat and hat in six colors and patterns featuring the Nano-Tex “Resists Spills” repellency enhancement. For men, Eddie Bauer introduced a nylon and polyester “Mac” jacket that features the “Coolest Comfort” treatment, which wicks moisture away from the body. —Robert McAllister
