Dow XLA steams ahead with non-iron shirts
21/10/2008
Leading German shirt maker CasaModa has enjoyed success in the market in the second half of this year with a new range of non-iron smart-casual sports shirts. The shirts are made with Dow XLA stretch fibre, which Dow claims is the only stretch fibre that can support a true non-iron finish because others "tend to break away" as a result of the rigorous process and finishes applied.
The two companies say that the flexibility and easy-care properties of Dow XLA combined with CasaModa’s patented process to prevent puckering at the seams, have resulted in shirts that always look crisp and smooth with a top-quality, non-iron finish. The collared shirts are available in black and white as well as various bold, fresh colours, with both long and short sleeves.
Klaus Katt, CEO of CasaModa said of the new range of shirts: “As the only stretch fibre that can support a true non-iron finish it enhances the look, hand feel, freedom of movement and longevity of our shirts. It’s also incredibly durable, and able to withstand machine washing and tumble drying at high temperatures, holding color and retaining its shape over time, something we find very attractive for our high quality brand.”
German television personality Jörg Pilawa, whom CasaModa engaged as a model for the launch, said: “Many of today’s professionals travel extensively and live out of suitcases, making CasaModa’s shirts the perfect answer to their need for low-maintenance clothing. As someone who not only travels extensively but who is also often in the public eye these shirts perfectly meet my need for easy-care smartness. When I take them out of the suitcase they look crisp and fresh and don’t require ironing."
Dow has said that XLA is being used by other high-profile brands, including Brooks Brothers, Calvin Klein, Burberry Japan and Tommy Hilfiger.
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