Cotton clothes and artificial synthetic materials (such as polyester fiber) are not waterproof and dry slowly; artificial fabrics tend to have poor air permeability and are prone to stink. Can you combine the two and take the best?
We have reported on a number of U.S. clothing startups: Lunya and Sleepy Jones, who are casual pyjamas, and American Giant who wears a life-size dress. They are targeting single demand or market segments.
Recently, a startup company claims to have done a water-proof and anti-fouling, no-taste cotton T-shirt. At present, there are men's and women's long-sleeved T-shirts and hoodies. Clothing prices range from $48 to $125.
This brand, Ably, looks almost like cotton. However, because of patented technology called Filium, natural cotton can be made waterproof and deodorant without losing its softness and breathability.
Filium is a frequent word on its website, but Ably did not explain the technique in depth. They made some comparisons: other waterproof or deodorant outfits use nano-coating. Ably's clothes do not use nanotechnology, which means that if Ably's clothes are discarded, it will degrade rapidly. Ably also claims that he did not use harmful chemicals. No harm to the wearer.
It is worth mentioning that Ably's clothes are not 100% completely waterproof under any circumstances. If you soak it for a long time, the T-shirt will still be wet. However, it dries 40% faster than normal cotton.
Ably's other selling point is environmental protection - it has Bluesign certification of the textile industry, which shows that Ably's entire industrial chain is safe and environmentally friendly to consumers, production workers and waste products. In addition, Ably will not be soiled for a long time. Less consumption of water and electricity resources is also their environmental label.
Summer clothes should be washed frequently. Ably wants to break this common sense. Their clothes do not wash for a week. The brand conceived these scenarios for its own products: long-distance travel, outdoor physical work, no time for a bath after fitness, and the xiong children to be cleaner (without changing clothes for half a day).
Although the category of sportswear is relatively saturated, with heavyweight competitors such as Nike, Lululemon and Under Armour, Ably's founder, Raj Shah, feels that selling this product to this market is appropriate – because cotton is comfortable and It does not absorb sweat and does not have to worry about stinky clothing after exercise. It can be worn for a long time.
Speaking of the Founder – Ably was founded by a pair of brothers Raj Shah and Akhi Shah who had 40 years of experience in the apparel industry. Their other partner is Stanley Hainsworth, chief creative officer of Tether, a Seattle-based design and advertising company. He previously served as a creative team executive at Nike, Starbucks, and Lego.
Ably reached the fundraising target of $540,000 in less than one day after Kickstarter went online. However, they also have their own capital injections by start-up partners. Kickstarter is more like their promotional tactics. Although there are KOLs for fitness and outdoor sports, currently Ably's products can only be booked, there are no large-scale consumer-oriented sales, Kickstarter's fundraiser will have to receive the goods in September, so Filium this technology Is it really so magical that more people are needed for inspection?
The title map comes from Kickstarter
AUTRENDS INTERNATIONAL LIMITED , https://www.petspetsaccessories.com