Textile entrepreneurs launch stay-dry cotton shirts
28/07/2010
The company, FreshMax, was founded by Oliver Van Emden and Bradley Rose, who met as students in Manchester. It has taken them eight years to bring the shirts to market, but they believe demand for the product will be high.
They have created a textile technology they call SmartWeave. The dress shirts are 100% cotton, but the weave prevents sweat marks from showing, FreshMax says. SmartWeave draws perspiration away from the skin, and transports it along a pre-set route across the shirt’s inner surface. The moisture is spread finely over a large surface area, encouraging it to dry quickly.
SmartWeave technology is difficult to produce, FreshMax says, and it is working with only one fabric mill to manufacture the material. “Our mill is hidden on the French-Swiss border and produces some of Europe’s highest quality fabrics to many well known brands,” is the only clue it has given to its identity.
The company has said FreshMax is interested in speaking to potential partners in different regions around the world. As well as encouraging sales partnerships, it will supply FreshMax fabrics for partners to make their own products, supported by ‘SmartWeave’ ticketing.
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