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Van Heusen, Color Threads launch new masks and athleisure range


India’s leading power dressing brand from Aditya Birla Fashion and Retail, Van Heusen has collaborated with Color Threads Inc to launch inStem’s ‘G-Fab’ Technology in India. Through this collaboration Van Heusen aims to launch a premium quality Made-in-India mask and athleisure clothing powered by G99+ antiviral™ to meet the current demands of the new-age consumer. The mask and athleisure products are manufactured using the ‘G-Fab Technology’ licensed from inStem; an autonomous institute of the Department of Biotechnology and further developed by Color Threads Inc. The technology has been developed at Dr Praveen Kumar Vemula’s lab at inStem.

inStem is the Institute for Stem Cell Science and Regenerative Medicine, an autonomous institute of the Department of Biotechnology, Government of India. The current situation augers the need to emphasize on ‘Make in India’, and supporting the Aatmanirbhar Bharat initiative of Government of India.

Color Threads is an incubatee at the Centre for Cellular and Molecular Platforms (C-CAMP). C-CAMP an initiative supported by the Department of Biotechnology, Govt. of India is an enabler or catalyst of cutting-edge research and innovation in India

Van Heusen Mask powered by G99+ antiviral™ is manufactured using inStem’s Germicidal fabric technology which reduces >90% and 99.99% of **SARS-CoV-2 virus infectivity in 5 and 15 minutes, respectively. When the virus comes in contact with the fabric, the treatment reduces the viral load of SARS-CoV-2, which is tested under lab conditions as per modified ISO 18184 protocol at an independent biotechnology research laboratory, an autonomous institute of the Department of Biotechnology, Government of India. The mask is washable and reusable up to 30 washes subject to wash care instructions being followed.