06.01.16
Apparel industry veterans Raj Shah and Akhil Shah, along with Stanley Hainsworth, former creative director at Nike, Lego and Starbucks, are rolling out a 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 they’re 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 they’ll still smell new.”
Ably shirts and hoodies will dry up to 40% faster than regular cotton too.
According to the company, the Filium process makes natural fabrics repel liquids, stains and odors. Liquids bead up and roll off like they’re 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 they’ll still smell new.”
Ably shirts and hoodies will dry up to 40% faster than regular cotton too.