Hanesbrands Inc., Winston-Salem, N.C., is launching FreshIQ advanced odor protection technology across its line of men’s underwear, socks, T-shirts and fleece products.
“FreshIQ will differentiate Hanes and be a competitive advantage in the marketplace—exactly what we are trying to accomplish with our Innovate to Elevate strategy,” said Gerald W. Evans Jr., CEO of Hanesbrands Inc. “We are the first mainstream brand to include odor-control technology in everyday underwear and socks, and research among consumers indicates that this benefit will generate organic core growth in our basics line.”
“We are really proud of our long history of innovations that provide consumers with superior comfort,” said Sidney Falken, chief branding officer for Hanesbrands Inc. “From the Tagless T-shirt to X-Temp underwear and socks to ComfortFlex Fit bras, we are on a mission to make the world a more comfortable place.”
FreshIQ is an antimicrobial finish that physically inhibits bacteria growth. Textiles naturally aid in the growth of bacteria by providing nutrients, and odor is a byproduct of bacterial growth during the time period in which the product is worn.
“Hanes is obsessed with comfort, and that includes helping our consumers be more confident,” Falken said. “Our research indicates FreshIQ will be the biggest news for Hanes since the launch of the Tagless T-Shirt, which fueled double-digit growth for the brand.”
For more information on Hanesbrands Inc., visit www.haneslocator.com.
