Purista, the performance finish manufactured by Arch Chemicals Inc, a global specialty chemicals manufacturer from the US has recently launched a new tagline, ‘Stays Fresh, Wash Less’. This tagline was adopted after it was identified through a research that consumers recognise benefits of washing delicate and fashion items less frequently; they feel that laundering such items would maintain the quality and durability of the fabric and will also help in reducing their eco- footprint. The new punch line is perfect for apparel and home textile products where the option to reduce the frequency of the wash is perceived as an additional benefit to the consumer.
Socks and suit linings treated with Purista freshness finish are already available with brands like Next, BHS, Burton and Primark. Arch Chemicals has formed a global marketing alliance with BASF; the two are now working together to enter new clothing markets such as shirts, fashion tops and jeans, as well as the home textile sector, including bed linen, towels and curtains. This partnership will offer brands a range of new finishing combinations for their customers’ products.