For centuries, fashion was driven by beauty standards that seem downright barbaric today: tight corsets, heavy layers, and stiff structures that restricted movement.

Thankfully, today’s fashion is married with function and our clothing is more stretchy, breathable and comfortable to wear as we go about our daily lives at work and at play.

For a long time, Lycra and Spandex were considered cutting edge – clothes that included these ingredients fit better and had a perceived performance edge.

brrrº cooling fabric
“Today’s fashion is married with function”

Now it’s time for our clothes to take another leap forward with smarter materials that can actually draw heat and moisture away from our bodies to keep us cooler, says brrr° Material Scientist Apurba Banerjee, Ph.D.

Yet cooling technology is shrouded in mystery.

Some companies claim that their clothes cool, but what they really mean is that they are good at wicking.

“We think it’s time for the textile industry to adopt a standard definition for ‘cooling’ and that should mean it has an innate cooling sensation that can be felt even when you’re not sweaty,” said Banerjee, who gave a well-attended presentation on the subject titled “Don’t Sweat It!” at the recent Functional Fabric Fair by Performance Days in New York City.

brrr° is a pioneer in cooling fabric, with patent-pending technology that achieves an instant and permanent cooling sensation by combining natural cooling minerals, active wicking, and rapid drying to create a “Triple Chill Effect™” that won’t ever fade or wash out.

Cooling technology is jumping beyond the athletic and fashion industries to also be used in denim, footwear, bedding, car seats, office chairs, baby blankets, uniforms, and medical applications.