Hanes Introduces FreshIQ Technology for Wholesale Industry
Hanesbrands Inc., Winston-Salem, N.C., announced the launch of its new Hanes X-Temp Triblend with FreshIQ in the decorated apparel industry, which merges the best of lifestyle apparel and activewear without compromising on either. This new fashion tee brings the heathered look of a triblend combined with the cooling, wicking X-Temp technology and the advanced odor protection of FreshIQ technology. It is a textured 60/30/10 poly/cotton/rayon blend tee, available in styles for both men and women.
“This tee creates a new category of fashion performance,” said Rachel Newman, director of marketing for Hanesbrands Inc. “We’ve taken an elevated fabrication, stylized with textured heather and a soft drape, and added innovative performance features.”
FreshIQ advanced odor protection technology targets odor-causing bacteria, thereby reducing unpleasant odors from clothing. Hanesbrands Inc. launched FreshIQ products at retail last fall in men’s everyday underwear and socks with its campaign to “End the Smellfie,” which included national television commercials and a coordinated digital campaign. The brand’s FreshIQ marketing takes a lighthearted, relatable approach to product benefits—turning the issue of odor into an opportunity for consumers to feel fresher and be more confident throughout their days.
“Odor control is one of the top issues in the minds of consumers, and this new tee fills a sweet spot in the market,” Newman said. “Consumers want performance features in their everyday apparel. This provides decorators with a new, compelling product to help grow their businesses.”
For more information on Hanesbrands Inc., visit www.haneslocator.com.