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Van Heusen launches “Cool Pants”
Van Heusen, the international inventor of the collar and many other innovations
is setting a trend with another first, a revolution called ‘Cool Pants’.
Made with the same technology used by astronauts of NASA to cope with the extreme
temperatures in space, these pants will keep you cool in summer.
Commenting on the uniqueness of the trousers, Ms Shital Mehta,
the brand head of Van Heusen said, “The Cool Pants fabric is treated at
a molecular level by a special technology called Smart Fabric Technology TM,
which gives your trousers the amazing power to absorb coolness from the atmosphere
(say an air-conditioned office) and retain it. When you step out into a warmer
environment, these trousers slowly release all the coolness back to you. Moreover,
the property is retained through innumerable washes and is resistant to washing
machine, harsh detergents and ironing.”
 Mr
Brad Poorman, VP, Outlast Technologies, which has patented this technology stated,
“NASA sent their boys to space in them and they felt like they were back
in sweet home Alabama. That is the power of this Smart Fabric Technology. We
are proud to be associated with Madura Garments and Van Heusen. In India the
right to use this technology is only with Van Heusen.”
“In the past, as a part of their intelligent clothing range (IQ) Van Heusen
had introduced Oxyrich shirts with oxygen ions to neutralise high stress levels,
Best White shirts with optical brighteners, and trousers that adjust to your
waistline” said Mr Vikram Rao, group president, Madura Garments. “From
among the Madura Garments portfolio of brands, Van Heusen has taken the lead
in cutting edge offerings”.
“Van Heusen has redefined the way clothes are looked at in India. They
are not just about looks, they can also offer intelligence. Today technology
allows scientists to enhance fabric with treatment, microprocessors and sensors;
this in turn opens up a whole world of possibilities. The new fabric development
technology is being introduced for the first time in the country through Van
Heusen and will have a big impact on sales,” Says Mr Hemchandra Javeri,
president, Madura Garments.
The trousers are priced at Rs 1599 and are available in 10 different shades.
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