Van Heusen has introduced a new technology when applied to fabrics repel both water- and oil-based stains, reports Women’s Wear Daily. Known as Stain Shield, the technology works on everything from coffee and wine to ketchup. If a stain hits the shirt, the wearer simply rinses it with water and the stain disappears. In its research, the company found that wrinkle-resistance is the number-one attribute sought by customers, with stain repellence coming in second. In fact, 70 percent of male consumers said they would buy apparel with stain-defense properties and 90 percent said they would pay more for it.
Stain Shield can also be applied to other woven products including sport shirts, pants, neckwear and other sportswear categories. In addition, the feel of the product is superior to other stain-resistant options. It is also breathable and answers consumer demand for sustainability since the brand’s manufacturing process is Bluesign-certified and the finish is certified to be free of harmful toxins. On a practical basis, because the shirts don’t stain, they won’t need to be replaced as often, Sirkin said.
Like other fashion brands, Van Heusen has been impacted by the pandemic. In the second quarter, its heritage division reported sales decline of 51 percent year-over-year due in large part to a drop in orders from department stores. Overall, the corporation lost $51.7 million in the period, compared with profits of $193 million last year.
