Swiss material science innovator, Livinguard Technologies has unveiled a new groundbreaking textile solution designed to tackle major challenges of microfiber shedding and odor control in the apparel. Known as Livinguard Better Fresh, this new product is being officially launched at the Functional Fabric Fair in NYC and Functional Textiles in Shanghai.

The environmental impact of textiles, particularly from microfiber shedding, has increased due to the growing use of synthetic fibers and the rise of fast fashion. This leads to pervasive microplastic and chemical pollution affecting waterways, air, and soil, with a single home laundry cycle potentially releasing up to 700,000 microfiber fragments.

Livinguard Better Fresh offers a dual benefit. Firstly, it provides leading odor control, a highly valued feature for consumers, allowing clothes to stay fresh longer. Secondly, and critically, the technology reduces fiber fragmentation by up to 80 per cent, extending the product's lifespan. Both claims have been rigorously validated both in-house and by independent laboratories like Intertek.

This ‘two-in-one’ approach allows brands to offset the cost of implementing the new solution by replacing existing odor control treatments, making it a more financially viable and attractive option.

The development of Livinguard Better Fresh stems from 15 years of extensive R&D and global collaboration. It utilizes a proprietary blend of chemistry, thoroughly tested for performance, safety, environmental impact, and compliance with the highest industry standards, including bluesign.

This technology offers a cost-effective pathway to significantly reduce plastic pollution. It enables the creation of low-shedding fabrics with minimal disruption to existing production equipment and supply chains. Furthermore, its built-in odor control encourages consumers to use clothes longer and adopt more sustainable laundry habits, such as washing at lower temperatures. The solution also maintains the recyclability and circularity of treated garments, ensuring a holistic approach to sustainability.

Livinguard, headquartered in Switzerland, supports its global operations with an applications and microbiology laboratory in Mumbai, India, for comprehensive safety and performance testing.