Summer's here and you’ve just bought yourself one of those regular crease-free shirts that crowd any shop shelf today. It’s got a great fit, but five hours into office work and you lift your hand to reach for a book from the top shelf, you aren’t so sure of yourself anymore… That odour from your armpits might be so foul that your expensive deo also gives up. But there is solution at hand. Next time you shop, look for an anti-odour garment. That might take care of your problem. And you’ll discover that science has solutions to solve at least some of your other wardrobe ‘malfunctions’ too.
Let’s start with Corneliani, the Italian clothing brand best known for its suits and sportcoats. The brand’s unique selling proposition, as says export sales director Cristiano Corneliani, is the ‘nanotechnology’ its fabrics have (this technology helps fabric take on water and stain-repellent properties among others). Well, so what, says Paolo Canali, marketing director at another well-known Italian menswear label. Canali has the Esperidi to boast of. Esperidi is that special fabric that is made with exceptionally fine yarn — just 12.8 micron. It is of Australian origin and has been analysed and certified in four European laboratories to maintain its extraordinary constant even after being woven, thus ensuring higher degree of comfort and texture, explains Canali. And then there is Ermenegildo Zegna. Its fabrics — 15 Milmil 15, High Performance Micronsphere, Traveler Micronsphere, Trofeo, Trofeo silk, Summer Trofeo, Cashco — are all patented, informs Shantanu Mukerji, general manager, Zegna South Asia. And you thought only Coca Cola has been able to guard its ‘7X’ secret for years and keep customer curiosity and taste alive?
With competition — in terms of eyeballs, sales and loyalty among brands — surging, research and development is one subject that has got a shot in the arm. The right tests at the labs can make you get noticed.
For Priya Sachdeva, senior consultant, Technopak Advisors Pvt Ltd, the optimism in R&D is growing at all levels—fibre, fabric and garment. For her, the craziest apparel development has been the