Consumers continuing to seek ways to simplify their lives and cut back on time-consuming domestic activities, Horgen, Switzerland based Dow Fiber Solutions is bringing differentiated fibers and process improvements to the textile industry presents DOW XLA fiber - a revolutionary fiber - the first and only stretch solution that can be combined with true non-iron finishes to create the ultimate shirt for today's busy lifestyles.
According to a national survey by Whirlpool Company(1), ironing ranks high on consumers' list of most hated tasks. In fact, nearly one in three people would rather go to the dentist than iron. Ironing ranks second, behind cleaning the bathroom, among most detested domestic chores. Thirty-one percent-surveyed dislike ironing so much they never do it all. According to the Clothing Care Habits and Practices Survey(2), 75 percent of all clothes are sent to the dry cleaners to remove wrinkles and odors - not to remove visible stains. For these many people, DOW XLA fiber will greatly simplify their lives, their pocketbooks and their wardrobes.
Brad Miller, Commercial Director for Dow Fiber Solutions, said, "Company is delighted to be partnering with the textile industry to provide truly differentiated solutions for brands, retailers and consumers. With ironing ranking so low on consumers' desired activities, they feel that they providing real value to partners and consumers. DOW XLA fiber is the perfect complement to easy-wear, easy-care textiles."
Brooks Brothers was the first U.S. retailer to use DOW XLA fiber, introducing it in fall 2004 by weaving it into its two-ply cotton shirt to create a new women's fitted shirt that doesn't require ironing. "They incorporated DOW XLA fiber into two-ply cotton shirts to provide added value and the ultimate in comfort to consumers," said Joe Dixon, Vice President of production and manufacturing for Brooks Brothers. "They can now offer shoppers a shirt that doesn't require ironing and also retains its fit and shape."
Other major retailers are also now incorporating DOW XLA fiber into their garments and retailers in Europe, such as CasaModa in Germany, are also using the fiber.
Dow Fiber Solutions, a business unit of The Dow Chemical Company, is dedicated to pioneering innovations for the global textile industry by matching pro-active research and development expertise with the creative vision of retailers, designers, and manufacturers - to meet consumer needs. The business has established a customer base in Europe, Asia/Pacific, the United States and South America to produce fabrics made with DOW XLA CP elastic fiber.
