Specialty chemicals company Arch Chemicals Inc. has been promoting its freshness-enhancing Purista brand at Magic, held in Las Vegas, in the hope of expanding its presence in the global clothing industry. Its antimicrobial brand, which deters the growth of odour-carrying bacteria, can be used in a wide range of textile products, from socks to bed linen.

The attendance of more than 100,000 was recorded at the fashion and apparel show, many of whom were buyers and sellers in the apparel manufacturing industry. The company’s aim was to convince those involved in the making of garments to incorporate its chemical treatment into their clothing and accessories collections.

Purista, which is manufactured both in the USA and the UK, is already used by more than 40 clothing retailers and brands, such as George clothing sold at Wal-Mart stores in Canada and Europe.

According to spokesperson for the Hosiery Association Sally Kay, the product can add value to apparel items, giving them the cutting edge over garments that do not incorporate odour-reducing or anti-microbial technology.