Golf Magazine
Younger minded golfers may soon be wearing denim on the golf course.
But what about all of those dress code signs outside golf courses which stipulate ‘no denim’. Well those signs are either out of date or inaccurate, because we are talking here about new ‘performance denim’.
The basic fabric of your garment is only a small part of the story. Polyester has been transformed by clever chemists and marketing into the most popular apparel for sportswear. And yet basic polyester is hydrophobic and retains body odour bacteria even after washing, hardly an ideal scenario for sportswear. But the chemical industry grasped a lucrative opportunity to transform an inexpensive fabric by developing chemical fixes for moisture-wicking and anti-bacterial when applied to polyester improve its performance.
And now they’ve turned their attention on denim and combined it with nylon and other potions from test-tubes to give you ‘performance denim’ for activewear.
This all sounds great. An added bonus for them is that they do not have to disclose to you, the consumer, any of the potentially toxic chemicals used. Think of it as similar to the debate over whether GM food should be labelled or not, but this time for your sweating skin.
Here’s some marketing blurb.
“The whole category of performance denim is an exciting and emerging business,” As a leader in the activewear segment, INVISTA is now bringing its knowledge of technical fibers and fabrics to the denim business. This represents a tremendous opportunity for the consumer to have a garment they love to wear – jeans – with the performance benefits that until now, have been mainly restricted to active apparel.”
INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications. With a a powerful portfolio of global trademarks including: ADI-PURE®, ANTRON®, AVORA®, C12™, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, DBE®, DYTEK®, FRESHFX™, LYCRA®, PERFORMA™, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVA®, TACTEL®, TACTESSE®, TERATE®, TERATHANE® THERMOLITE® and TORZEN™.
LYCRA®, dualFX®, COOLMAX®, THERMOLITE®, and TOUGH MAX™ are trademarks of INVISTA
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