Apparel July 2019 Apparel July 2019 issue | Page 112

FEATURE
WATER PROOF
This weather plays a major role on the choice
of fabric, fit, and colours. With brighter and
happier colours taking a front seat to provide
a visual pick-me-up, comfort is at the forefront
this season. Fabrics with quick-dry technology,
wrinkle-resistance, and comfort stretch are
monsoon favourites. Most often, consumers look
for print and texture options that can transition
from day into night. Harsh Chheda, Founder
and CEO, Corporate Collars, says, “In recent
times, technology has played quite an important
role in the apparel industry and is coming up
with innovative options that are weather-friendly.
Firstly, a lot of stress is given to the weight of the
apparel. The lighter the fabric, the faster it dries.
Also, wrinkle-free shirts and trousers are popular
as they are easy to wear and maintain. Moreover,
today, fabrics are innovated such that they have a
high degree of water resistance.”
96
I APPAREL I
July 2019
TECHNOLOGIES LIKE
QUICK-DRY ARE BEING
USED BY ACTIVE
SPORTSWEAR BRANDS
INCLUDING NIKE
AND ADIDAS.
TECH TALK
Different versions of breathable and smart fabrics
are being introduced to improve consumer
usage. Technologies like quick-dry are being
used by active sportswear brands including Nike
and Adidas, to take moisture away from the
skin, keeping it cool and dry. Various superior
mechanisms have also been introduced, wherein
these clothes can identify one’s health statistics
and communicate them to the right person. Delna
Nallaseth, Creative Head, ANJ says, “One of the
innovations is water-proof textiles that are being
introduced using nano waterproofing technology.
Clothing made from nanotechnology is immune to
wetness. They use a silicone nano-filament, which
is highly chemically hydrophobic.”
CHALLENGES GALORE
The challenges mostly vary with the degree
and intensity of monsoon in different parts of
the country. “Some cities will be extremely