New York, NY - December 31, 2006
Dow XLA™ announces their exciting new partnership with celebrated New York fashion designer Alice Roi. With her chic metropolitan sensibility and distinct creative vision, Alice Roi was ideal to introduce this innovative new fiber from Dow Fiber Solutions to the fashion press. The twenty piece black wool denim collection will debut in February during fall 2007 Mercedes - Benz fashion week in New York.
"This partnership is very exciting for both Dow XLA™ and Alice Roi. We are thrilled to offer such comprehensive and effective design solutions for denim while still addressing the fashion needs of the designer clientele. Denim has become a wardrobe staple and with the combination of supreme durability, easy comfort and effortless style, we feel that we are approaching the denim market in a revolutionary way" says Akiko Inui, Global Brand Marketing Manger of Dow XLA™.
The Alice Roi and Dow XLA™ collaboration embodies a fresh and innovative take on denim. Using black wool denim as the dominant fabrication the collection combines two distinct moods. The feminine side of the collection is apparent in soft detailing such as delicate bows and doll-like mini dresses, while the moodier side is awakened in futuristic, robotic patching of wool denim.
The Dow XLA™ stretch fiber technology is progressive - allowing everything from Alice Roi's black wool denim mini dresses to sleek, skinny pants fit as though they were custom made. This collection mixes the benefits of the unique and durable fiber with Alice Roi's signature wit that fashionistas everywhere have come to know and love. This collection is practical and sweet, irreverent yet classic.
Designer's Management Agency (DMA) assisted in development of the special collection's marketing strategy and was the key negotiator to the Dow Chemical Company in the designer identification process, which ultimately led to the procurement of Ms. Roi. "Marrying Alice Roi's highly innovative capabilities to the XLA™ innovative material has produced a product that breaks new ground in both design and technology," says Marc Beckman, President, DMA.
Dow Fiber Solutions is releasing Dow XLA™ for denim. The high-performance stretch fiber has been recognized by fashion insiders as a luxurious alternative to other stretch fibers due to its ability to withstand various chemical treatments that would normally damage a denim finish. The benefits of Dow XLA™ include resistance to chemical harshness, high heat and unparalleled shape retention. Dow XLA™ fiber is the world's first olefin-based stretch fiber that offers gentle, non-snap stretch and recovery to provide true freedom of movement. For more information, please visit www.dowxla.com.
Dow Fiber Solutions, a business unit of The Dow Chemical Company, is dedicated to pioneering innovations for the global textile industry by matching proactive 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 XLA™ elastic fiber. XLA™ is one of many innovative products that underscore Dow's strategy to strengthen its performance business portfolio by prioritizing marketing and application development activities that support high-value, end-use applications. For more information, visit www.dowxla.com.
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For Editorial Information:
Holiday Watson
Dow Fiber Solutions
+1-212-768-2394
