Fruit of the Loom Adds Dual Defense to Men's Underwear

Odor protection and moisture wicking are the top two performance features consumers today desire and The Dow Chemical Company and Fruit of the Loom are introducing DUAL DEFENSE™ performance features that offer long-lasting odor protection and moisture wicking to its core men's underwear line.

"When companies like Fruit of the Loom and Dow collaborate to apply breakthrough technology to consumer products, positive outcomes occur," said Larry Ryan, business president, Dow Energy and Water Solution. "Not only does the marketplace benefit from these positive outcomes, but so do companies which will fuel future collaborations."

The collection of men's FRUIT OF THE LOOM® underwear with DUAL DEFENSE™ will be enhanced with INTELLIFRESH™ durable and long-lasting freshness protection from Dow. INTELLIFRESH™, powered by Dow SILVADUR™ antimicrobial technology, utilizes a patented, smart delivery system that enables long-lasting protection by minimizing the growth of odor-causing bacteria on fabric surfaces.

"Fruit of the Loom is listening to our consumers. They want enhanced benefits at a great value. This collection delivers both in products consumers already know, love, and trust," said Mark Hartman, vice president of marketing for Fruit of the Loom.

FRUIT OF THE LOOM® chose SILVADUR antimicrobial technology because of the durable performance to last through multiple home launderings. Packaging for the FRUIT OF THE LOOM® products with DUAL DEFENSE™ will feature the INTELLIFRESH™ trademark signaling consumers that the products contain reliable and longer lasting built-in odor protection.

"The growing consumer trend for a more hygienic, sustainable lifestyle is increasing the marketplace demand for apparel with ‘smart technologies' that offer multiple functional benefits," said Karel Williams, strategic marketing director for Dow Microbial Control. "As an industry leader, Fruit of the Loom has recognized this important trend and responded by enhancing its Fruit of the Loom products with INTELLIFRESH™ built-in odor protection."

The FRUIT OF THE LOOM® 100 percent cotton underwear collection with DUAL DEFENSE features will be available during the key "back to school" season, and includes crew, V-neck and A-shirt tops, and both brief and boxer brief bottoms.
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