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27th March 2019, Scranton, PA

Top brands form strategic partnerships with Noble

Lunya adopted XT2 into its collection to help women sleep better at night. © Lunya

Lunya adopted XT2 into its collection to help women sleep better at night. © Lunya

As the consumer trend of demanding premium-quality apparel for multi-use is on the rise, more brands are partnering with Noble Biomaterials, a leader in odour elimination and smart fabric solutions, to develop products with its platform of inherent fibre technologies – allowing them to stay current.

Hill City by Gap, a new men’s active-apparel line of versatile, high-performance pieces, uses Noble’s XT2 anti-odour technology so consumers can wear the same shirt for a workout and then go meet up with friends. Lunya, a modern-luxury sleepwear brand, has adopted XT2 into its collection to help women sleep better at night. BN3TH features XT2 No Stink Technology in its PRO XT2 base layer, a full-length tight.

XT2

XT2 uses the properties of silver ions to kill odour before it starts. Unlike topical finishes or treatments, the silver is inherent in the fibre providing a permanent anti-odour solution. Metallic silver is not released so it will not wash out or wear off – lasting the life of the product, the company explains. “Consumers today want to buy technical garments that are functional while making them look and feel good,” said Karin Mueller, Noble Biomaterials Global SVP Marketing.

“They don’t want to compromise performance or fashion, and they want the ease and confidence of knowing one top can confidently carry them through their day. After a sweaty work-out, you’ll never have to dip down, sniff and wonder, “Is that me?”, when wearing apparel with XT2. Our technologies provide benefits that allow you to focus on real life and not obsess about when your next shower is.”

Smart bed

Noble has also partnered with Responsive Surface Technology, a maker of the award-winning ReST Bed, a smart bed that senses your position and makes automatic real-time adjustments. The ReST Bed utilises BodiTrak pressure mapping sensors, which use Noble’s Circuitex conductive technology, providing detection, transmission, and protection of electronic signals in a soft, flexible and fully-customisable format.

According to Ms Mueller, just as today’s consumer is steering towards a “do more with less” philosophy, they are also increasingly concerned with product sustainability and brand transparency.

Noble’s commitment to sustainability is grounded in its core values. The company engages in numerous sustainability initiatives, including recovery and recycling of silver, responsible sourcing, production, and product end-of-life. In addition to its commitment to the bluesign system, Noble’s products are Oeko-Tex certified. “We are thrilled to collaborate with brands creating products that improve peoples’ daily life experiences,” said Mueller.

www.noblebiomaterials.com

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