US-based global biocides company Arch Chemicals, Inc. has launched its textile freshness-enhancing treatment Purista in the USA. Applied to textiles at the manufacturing level, Purista is said to protect clothing and other fabrics from odour-causing bacteria to allow fabrics to maintain their ‘just-washed freshness’ longer.

"The success of Purista freshness-enhancing treatment in the United Kingdom and Southeast Asia, combined with new market research about the preferences of American consumers, indicates that the US market is ready for this product," said Peter Cowey, international business manager for Arch Chemical's textile treatment business.