Pure by HeiQ scheme introduced
Switzerland-based HeiQ Materials AG has launched a new branding programme for its odour-free textile finish, Pure by HeiQ. The scheme has been created to communicate to the end consumer the technology involved as well as its guaranteed performance for the lifetime of the garment.
“The challenge has been to communicate effectively the odour-free performance and the benefits of our high-value effect applied to clothes to the end-consumer, without blinding them with science,” explains Kristofer Skantze, head of sales and marketing.
Pure by HeiQ is the first ingredient brand in a line of biomimetic textile effects from HeiQ aiming at replicating nature’s own technical solutions and applying these in the textile world.
“We want to show how state-of-the-art technology can provide value to high-tech sports apparel, for example, yet allowing consumers ultimately to wash clothes functionalised with Pure technology less frequently or intensively thus making a contribution to a sustainable resource utilisation”, says Mr Skantze.
