Chilling Out With Georgia Trend Magazine
Cool has become hot. Really hot.
Major retailers such as Southern Tide, GAP, Greyson and Mizzen+Main are rushing to add cooling technology to their apparel lines, and they’re looking to Atlanta-based textile innovator brrr° for the answers, says Mary Ann DeMuth, an editor at Georgia Trend magazine.
“National brands are jumping at the chance to make their products chill out,” DeMuth wrote in the March 2019 article.
brrr° combines the powers of natural cooling minerals, active wicking and rapid drying to create a “Triple Chill Effect” that is immediate and continuous. By drawing heat and moisture away from the skin, brrr° helps keep people cooler and more comfortable as they go about their everyday lives.
brrr° Founder and CEO Mary-Cathryn Kolb was fortunate to be accepted in the launchpad2X program, an Atlanta-based community that fosters the growth of female entrepreneurs through mentoring and networking events, DeMuth observed.
Kolb also found support from Georgia Tech’s Advanced Technology Development Center incubator and the Venture Atlanta conference that connects investors with technology companies. Kolb was the opening presenter at the 2019 conference, after being featured in the Startup Showcase the previous year.
“Atlanta is a welcoming community for startups,” Kolb said in the Georgia Trend article. “I’ve had such pleasure to be able to grow with such like-minded people.”
Next up for brrr° are new product developments in cooling denim, cooling car seat materials and next-generation technologies that greatly enhance the cooling powers of brrr°.
Find out how you can make your fabrics better with brrr°. Reach out to us here.
Superior Cooling Capabilities of brrr° Fabrics Confirmed
Article by: Innovation in Textiles
New test data by independent global labs proves that brrr° cooling technology consistently outperforms other products available to consumers and can keep you cooler and more comfortable in everyday activities.
brrr°’s patented cooling technology combines natural minerals, active wicking and rapid drying to create a Triple Chill Effect that instantly and continuously draws heat and moisture away from the body, the company explains.
brrr° nylon and polyester fabrics outperformed numerous other comparable products in independent laboratory tests that measure Qmax (cool to the touch), wicking and dry time. For example, brrr° nylon has a Qmax score of 0.217, which is more than twice as cool as the 0.103 score of a competing brand. brrr° polyester dried 34% faster than another brand.
“These independent tests once again confirm brrr°’s superior capabilities in removing heat and moisture so people can feel comfortable and confident in whatever they do,” said Apurba Banerjee, Chief Scientist at brrr°, who oversaw the testing.
The testing was conducted in the first half of 2019 by an independent, internationally recognized testing facility in accordance with standards set forth by two globally recognized groups: the American Association of Textile Chemists and Colorists (AATCC) and the Committee for Conformity Assessment of Accreditation and Certification of Functional and Technical Textiles (FTTS).
brrr° spends a significant portion of its operating budget to validate and authenticate the cooling, wicking and drying properties of its fabrics. Because brrr°’s cooling technology is embedded in the structure of the yarn of the fabric, it won’t ever diminish over time with repeated washings, according to the manufacturer. Major retailers including Gillz, Southern Tide, CAT apparel, Bigfoot Sock, Mizzen+Main, Jos. A. Bank and Men’s Wearhouse use brrr° cooling performance technology.
See it on Innovation in Textiles Website Here
Say Goodbye to Hot, Sweaty Denim With brrr° Cooling Technology
When Levi Strauss and Jacob Davis patented their riveted denim work pants a century and a half ago, comfort wasn't exactly top of mind for the rugged garments that were designed for durability in harsh manual labor conditions such as mining.
Denim’s tightly packed yarns and rough fibers trapped heat and sweat, but that didn't matter very much as long as the metal rivets prevented the seams and stress points from tearing.
Fast forward 150 years and consumers can’t get enough denim — demand for skinny jeans, denim skirts, denim jackets and dozens of other products continues to grow faster than many other categories.
Denim has also become more common in the workplace. Coca-Cola’s James Quincey famously wore jeans to the office on his first day as CEO to send a subtle message to employees that it was a new era for the world’s largest soft drink company.
But it's time for denim to get an upgrade.
brrr° developed patented methods for integrating natural cooling minerals into a nylon and polyester sheath core that's surrounded by a layer of naturally-derived regenerated cellulosic fibers. It feels like cotton and creates a cooling sensation along with active wicking and rapid drying, while a touch of spandex provides stretch and comfort.
brrr° Chief Scientist Apurba Banerjee wrote about cooling denim innovation in this article published by the American Association of Textile Chemists and Colorists.
She also discussed some important parameters that must be followed during manufacturing and production in order to optimize the cooling effects of brrr° technology. (Spoiler alert: hydrophobic silicone softeners inhibit wicking)
The results from independent lab tests are clear: brrr° denim feels 38% cooler to the touch than comparable traditional denim, it dries up to 47% faster and wicks 2.5 times better.
To find out more about how brrr° cooling denim works, or to learn about the hundreds of other cooling fabrics in our library, you can reach us here.
To read on the AATCC website, click here.
Forbes Feature: "Startup brrr° Keeps Clothes Cool With Textile Tech"
Although clothes made from brrr° yarn may look good, the cool factor is in the company's Triple Chill Effect, according to a company rep.
The newest news from the Atlanta, Georgia, startup is test data from an independent lab that shows brrr°'s technology can keep people cooler and more comfortable in everyday activities. As The Fonz would say, "Aaaay!"
For readers who don't get the reference, suffice it to say that brrr° uses a patented technology that combines natural minerals, active wicking, and rapid drying, according to the company, that instantly and continuously draws heat and moisture away from your body.
Ahhh.
The tests, conducted by an independent, internationally recognized testing facility, showed that brrr°'s nylon and polyester fabrics consistently outperformed a number of comparable products in lab tests that measure something called Qmax (cool to the touch), wicking and dry time.
This must be some magical coating that wears away in time though, right?
Brrr° says its technology is embedded in the structure of the yarn of the fabric, so it won't diminish over time with repeated washings.
What's the green factor, other than climate change?
A company rep says: "We can use recycled polyester (mostly from beverage bottles) or recycled nylon (mostly from fishing nets, industrial waste, fabric scraps, etc.) and integrate our patented cooling fabric technology into those recycled materials that get turned into yarn."
If you've never heard of brrr°, you may still be familiar with clothing that uses it, which is sold by retailers including Gillz, Southern Tide, CAT apparel, Bigfoot Sock Co., Mizzen+Main, Jos. A. Bank and Men’s Wearhouse. Brrr° is an "ingredient brand" that licenses its tech to retailers so they can integrate it into their manufacturing process, and cut and sew the clothes and other items themselves.
"Our mill partners have the factories/equipment to break down the recycled product into pellets, and then we blend and extrude those pellets with brrr° cooling minerals to create the yarn that gets made into fabric," the rep adds. "Many retailers have been asking for recycled content in performance fabric in recent months, so this is a relatively new offering for us and we expect it will grow quickly as we bring it to market."
The company has been around since 2014 and is led by Founder and CEO Mary-Cathryn Kolb, who previously held senior positions at Spanx, Seven Jeans, TOMS Shoes and Von Dutch.
Why ‘Cool to the Touch’ Matters at Point of Sale
When we began brrr° with a vision of creating cooling fabrics, we knew it would be important for consumers to be able to quickly and noticeably tell that our products are truly different.
brrr° fabrics feel cool to the touch, thanks to a patented blend of natural cooling that are embedded right into the yarn of the fabric so it’s permanent and won’t ever fade.
It’s a big differentiator at the point of sale, where people can touch clothing and other products made with brrr° and feel a noticeable difference in how that fabric feels compared with another similar item made with traditional fabric.
This cooling effect is measured with a Qmax test (FTTS-FA-019) that was developed in accordance to international standards by the Committee for Conformity Assessment of Accreditation and Certification of Functional and Technical Textiles (FTTS).
In recent tests by an independent, internationally recognized testing laboratory, brrr° nylon had a Qmax score of 0.217, which is more than twice as cool as the 0.103 score of a competing brand.
brrr° polyester scored 0.144, which was at least 14% better than the next-closest competitor and a whopping 35% better than the lowest-performing competitor.
Beyond feeling cool when you touch it, brrr° combines the power of natural cooling minerals with active wicking and rapid drying to create a “Triple Chill Effect” that instantly and permanently draws heat and moisture away from your skin. brrr° helps you stay cooler, drier, more comfortable and more confident so you can do your best work and be your best self.
We’re so confident in brrr°’s superior cooling powers and our extensive testing with independent labs to validate results that we put it in our tagline: Proven to keep you cooler.
You can see the complete test results here: https://brrr.com/proven/
brrr° Chief Scientist Banerjee Gives Glimpse Into the Future of Cool
How much can our clothes really do to improve our bodies regulate temperature and get rid of excess heat? Quite a lot, actually.
New technologies such as cooling mineral blends, active wicking, and rapid drying can be used together to create powerful cooling effects that draw heat and moisture away from our skin to keep us cool and fresh.
brrr° Chief Scientist Apurba Banerjee shared insights into the future of these and other technologies at the REThink materials conference hosted by ITA Americans last week and emphasized the importance of testing products to prove effectiveness before making cooling claims.
Some fascinating things that scientists are exploring next include trying to replicate the biological functions of Saharan silver ants, which have tiny hairs that reflect sunlight and keep them cool, and other sustainable products like recycled polymers that have cooling properties, Banerjee said.
Here's a link to the video of her presentation: https://www.youtube.com/watch?v=Atc9Vf0RwIk
Business Insider Says Southern Tide brrr° Cooling Shirts are Among the Best
Good call! A recent Insiders Picks column by the editors and writers at Business Insider included the stylish Southern Tide brrr° Intercoastal Performance Sport Shirt on its list of 9 tried-and-true performance shirts that will help men stay cool and dry during the summer heat.
The shirts are a reliable go-to option for business casual settings, wrote Danny Bakst, a writer for Business Insider who helped compile the list.
“I tested this shirt on one of the first warm days of the year, and beyond reducing sweat, the fabric really helped keep me cool throughout the day,” Bakst wrote. “The shirt is exceptionally stretchy, and is perfect for the transition from the office to happy hour.”
We couldn’t agree more. The Southern Tide shirts are made with 91% nylon and 9% spandex to support active lifestyles, and they feature brrr°’s natural cooling minerals blend along with active wicking and rapid drying to keep you cool and confident all day long. The Southern Tide collection is also available at Dillard’s.
Southern Tide brrr° Performance Shorts Are Perfect For Warm Days
Southern Tide just rolled out these modern men’s T3 Gulf shorts featuring brrr° cooling technology that will keep you cool and comfortable all day long.
The quick-dry fabric has four-way stretch to support active lifestyles, while a rigid waistband and a perfectly proportioned 10-inch inseam create a polished look for whatever the day may bring.
The T3 Gulf performance shorts are made with brrr°’s natural cooling minerals, active wicking and rapid drying technology that work together to create a Triple Chill Effect that is instant and permanent.
They’re available in steel gray, navy and putty for maximum flexibility with your entire wardrobe, and they’re machine washable for hassle-free care.
brrr°’s Banerjee Speaks at ITA’s ReThink Conference
brrr° Chief Scientist Apurba Banerjee will make a presentation about modern functional fabrics at the Innovate Textile & Apparel ReThink Conference this week in Raleigh, North Carolina.
Banerjee’s talk is titled “What is Cool? Here’s What You Need to Know About Today’s Functional Textiles.”
In it, she will talk about how “cooling” technology hasn’t changed much in two decades as many companies still rely on just wicking, and how that stagnation mentality is coming to an end as innovators including brrr° make deep investments in R&D.
Although the industry has made big advances in understanding the science behind performance textiles, there is still a cloud of misinformation and unproven claims that confuse manufacturers and consumers alike.
Banerjee breaks down the science behind human thermoregulation, busts common myths about cooling textiles and offers a better definition for cooling performance.
She also talks about advances in cooling technologies, bolstered by competitive analysis of current cooling products and offers a peek into new technologies that are revolutionizing the future of cool
Give Your Wardrobe a Boost With Jos. A. Bank Suits Featuring brrr°
Stay cool, confident and polished at work with these Jos. A. Bank 1905 Collection suits featuring brrr° cooling technology.
These suits were crafted with brrr° natural cooling minerals, active wicking, and rapid drying to keep you feeling cool and comfortable all day long.
The fully-lined jacket has a notched collar, two-button closure and flap-front pockets for ultimate style, while side vents and 3% spandex deliver maximum freedom of movement. The flat-front pants are unhemmed for tailoring to give you the very best custom fit.
The 1905 Collection suits are available in slim fit or tailored fit, and come in a variety of colors. They pair perfectly with the 1905 Collection button-down shirts that also feature brrr° cooling technology.
