Is this the future of truly functional fashion?
. Starting in October, every pair of both brands’ jeans will be treated with the Viroblock technology, which is added at the last stage of production. After the jeans have been washed and laser-distressed, HeiQ’s Viroblock compound is added to the softener, and a chemical reaction forms the invisible antimicrobial, antiviral coating on the jeans.
Sarah Ahmed, the designer behind DL1961 and Warp + Weft, and her father Faisal Ahmed, the CEO of ADM, spoke of boosting consumer confidence and helping their retail partners quell anxieties over fitting rooms and e-commerce safety. But the larger takeaway is that fashion and function can no longer be mutually exclusive: “If we’re introducing this concept of functional fashion to the consumer, it sets the bar higher,” Sarah explains.
In addition to sustainable manufacturing and inclusive sizing, Warp + Weft’s jeans will come with antiviral technology starting in October.Jeans are a democratic place to start, as they’re an item we wear every day, often without washing them in between. That means the Viroblock technology will last even longer, though Lam says HeiQ is working on extending the lifespan of the treatment, and there may be ways to “re-treat” garments after it’s worn off.
We’ll likely have a vaccine for COVID-19 well before then, but our heightened awareness around health and hygiene isn’t going to disappear. Skeptics might point out that the odds of transmitting a virus through your clothes or touching a surface are much lower than, say, inhaling airborne droplets after an infected person has coughed or sneezed.
If antiviral clothing and accessories become the norm in the years to come, what other functionality can we expect from fashion? HeiQ’s roster of textile treatments offers a few clues: There’s
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