Apparel industry veterans Raj Shah and Akhil Shah, along with Stanley Hainsworth, former creative director at Nike, Lego and Starbucks, are rolling out a line clothing line called Ably, which is activated by a proprietary, patent-pending technology called Filium— and it could have implications for the laundry detergent category. Think wearing the same shirt to the gym for days in a row, and then out to dinner, and then back to the gym again.
 
According to the company, the Filium process makes natural fabrics repel liquids, stains, and odors. Liquids bead up and roll off like it’s on glass, and the clothing doesn’t absorb sweat. Rather, perspiration evaporates through the breathable fabric, keeping clothes fresh, according to the brand’s Kickstarter page, where this Seattle-based start-up also said “You can wear our shirts to the gym every day for a week and it’ll still smell new.” Ably shirts and hoodies will dry up to 40% faster than regular cotton too.
 
The company says Filium technology is patent pending—and the plan is to make Ably the first brand to use the Filium technology, not the only one.

Filium technology produced according to bluesign standards for sustainable materials and production, according to the company, which exceeded its Kickstarter goal in less than 24-hours. 
 
"We're excited about the increased performance across so many applications of wearers," said Raj Shah, co-founder of Ably and co-creator of Filium technology. "But ultimately, we are excited for the long-term ramification for the planet. We don't use nanoparticles or harmful chemicals that break down and leach into your skin or the environment. Less washing, less packing, longer use. Typically, clothes don't lose performance and looks because you wear them. They breakdown because of how much you wash them."

You can watch a video about Ably here.