Van Heusen, the power dressing brand for men and women from Aditya Birla Fashion and Retail, has partnered with inStem - a research institute for stem cell science and regenerative medicine under central government’s Department of Biotechnology to manufacture a new range of affordable masks and apparel. Through this collaboration, Van Heusen is launching lab-licensed masks and athleisure wear with germicidal technology that claims to disable the Sars-Cov2 virus on contact with the fabric unlike other masks that function as mere protective barriers.

The new line of masks and athleisure has been launched as part of Atma Nirbhar Bharat initiative. According the company, the brand will launch the germicidal masks in early December and athleisure by first week of January. Van Heusen already sells masks under its brand name. Van Heusen roped in Tirupur-based textile startup Color Threads to develop the technology into market-ready fabric. Color Threads is an incubatee at the Centre for Cellular and Molecular Platforms, also supported by the Department of Biotechnology. According to Van Heusen, its inner wear and atheisure business clocked a growth in the second quarter ended September over last year driven by Work-From-Home, better consumer acceptance and growing salience resulting in increased market share. The brand said innerwear contributes to about 55% of its innerwear and athleisure business. Athleisure registered 8-9% increase in contribution over last year.