Horgen, Switzerland - September 01, 2007
Dow Fiber Solutions today announced its latest designer collaboration with 2(x)ist, a forerunner in designer men’s underwear. 2(x)ist, the choice for the man who wants the latest look in casual but sophisticated underwear, continues its mission to take underwear to a new dimension with the introduction of its new Liquid Cotton Collection with DOW XLA™ fiber. Now, 2(x)ist is poised to further solidify its reputation as an innovator in the marketplace with the new partnership with Dow Fiber Solutions and the resulting Liquid Cotton Collection to debut during New York Fashion Week at the Elle Style 360 lounge.
The 2(x)ist brand, a trail-blazer in revolutionary designer men’s underwear, has responded to the male consumer’s demands for material that offers both enhanced shape retention and stretch comfort with their bold, vibrant and comfortable Liquid Cotton Collection with DOW XLA™. Cut to accentuate a man’s body shape, the collection is made of luxuriously soft, lightweight stretch material that perfectly fits the body, with ideal shape retention and recovery without any synthetic feel.
The men’s collection consists of square cut v-neck t-shirts, tanks, poncho and hoodie shirts in white, black, sea, green, navy and burgundy with piping in light blue and green. The new square cut no-show, brief and trunk pants, bike shorts and long johns follow the same color palate and complete this season’s stylish men’s underwear look.
Jason Scarlatti, Creative Director of New York brand 2(x)ist said, “Our latest cutting-edge Liquid Cotton Collection with DOW XLA™ is perfect for our demanding customers who expect the best. As 2(x)ist designers continue to refine - and redefine - men's underwear expectations, the partnership with DOW XLA™ is the next step in our brand’s development since XLA offered designers the latest in innovative high-performance elastic fiber. In addition to being fashionable, this line of underwear will be easy to care for with machine wash and tumble-dry and bleach resistance, so the apparel maintains its shape over time.”
Holly Watson, Global Brand Communications Manager for Dow Fiber Solutions said, “This dynamic new partnership between DOW XLA™ and 2(x)ist is so exciting because it gives each side the opportunity to really leverage the other brand’s capabilities and bring newness to the marketplace. This new collection offers a new level of luxuriously supple comfort for men’s underwear. 2(x)ist’s new Liquid Cotton Collection with DOW XLA™fiber is the result of two innovators coming together to create something truly exceptional in terms of style and comfort for the male consumer. Designers, retailers and consumers are now reaping the benefits of DOW XLA™ -- the revolutionary fiber which widens the realm of possibilities for clothing designers to make soft, lightweight apparel that is stylish, form-fitting and durable.”
2(x)ist is the latest addition to the portfolio of DOW XLA™brands that have adopted the technology of this advanced material. The high-performance elastic fiber has been recognized by fashion insiders as the ideal alternative to other elastic fibers due to its unique ability to virtually disappears into the host fiber, so the fabric retains its luxurious feel and shape. 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 and is the only elastic fiber that offers gentle, non-snap stretch and recovery to provide true freedom of movement.
The 2(x)ist collection with DOW XLA™ will be available at retail in Spring/Summer 2008. www.2xist.com
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. DOW 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.
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Bettina Grabher
The Dow Chemical Company
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