Atlanta Inno: Female Founders to Watch


Advancing performance cooling

It’s been several decades since a major athletic brand introduced clothing that had better wicking capabilities for improved moisture management.

Although they were widely marketed as “cooling,” those garments were really just good at one thing: wicking.

That development set the stage for other advances like wet “snap” towels that use the principles of evaporative cooling but they only work when they are wet — which is fine if you’re mowing the lawn or out for a run, but isn’t very practical for office attire, casual wear or most activities in daily life.

Some products achieve a cooling sensation with chemical sprays or coatings that wash out and diminish over time, which is also harmful to the environment. However, cooling fabric innovator brrr° is advancing the category by using natural cooling minerals, active wicking and rapid drying technologies that create a “Triple Chill Effect” that instantly and continuously draws heat and moisture away from the skin.

Every brrr° fabric is independently lab tested and scientifically proven to outperform other products.

Mary-Cathryn Kolb, founder and CEO of brrr°, says: “We stand behind the science and brrr° is proven to help keep you cooler and more comfortable wherever life takes you — work, working out, hanging out with your family, or meeting friends for dinner.”

A more sustainable choice

As brrr° technology is permanently embedded in the structure of the yarn, it won’t ever fade or wash out like the chemical sprays and coatings used by some other companies.

There are also versions of brrr° made with recycled material that divert post-consumer products from landfills and reduce the need for virgin material and brrr° fabrics made with sustainably grown materials such as hemp and bamboo.

The company has a library of hundreds of fabrics and can create custom blends or fabrics for clients to meet their specifications.

brrr° holds GRS certification in accordance with Global Recycled Standards, which shows customers and consumers that companies are committed to meeting internationally recognised sustainability standards and practices. brrr° also follows OEKO-TEX standards for sustainability and safety.

In addition to its appeal during the hot months of the year, brrr° is gaining popularity in base layer clothing and activewear for year-round comfort and dryness because it supports the body’s natural thermoregulation, such as hoodies by Duck Camp and Strafe and a featherweight performance pullover by Criquet.

Kolb continues: “brrr° can help keep you more comfortable all year long. And when your body can regulate its own temperature more effectively, you don’t need to use as much air conditioning and heating.”

Comfort is king

In our post-pandemic world, the number one thing consumers want in their clothing is comfort and 70% say they plan to dress more casually from now on, according to a survey by NPD and research by The Wall Street Journal.

Numerous retailers have made repeat purchases of brrr° as they expand the cooling fabric to more of their products. brrr° is now used in a wide variety of garments made by major brands including BRADY by Tom Brady, Adidas, Greyson, Southern Tide, Vineyard Vines, and numerous brands in Europe such as Jack Wolfskin, Triumph, and Martini.

Beyond apparel, brrr° is also used in bedding by Sheex, baseball hats by 47 Brand, compression sleeves for people who have lymphedema, sports medicine support boots for horses and more.

A leader in cooling fabric innovation

In the decade since brrr° was founded, the Atlanta, US-based company has become a leader in cooling textile technology innovation. brrr° holds several patents and is constantly investing in R&D to develop the next generation of cooling textiles.

The company recently created a performance cooling product called brrr° Pro that uses micro cooling minerals to amplify the cooling sensation, plus hyper wicking and performance drying.

In independent lab testing, brrr° Pro Polyester scored 0.194 in Q-MAX cool-touch testing, which was 81% better than another brand of cooling fabric and 53% better than a comparable performance polyester. It also outperformed in wicking and drying tests.

“brrr° Pro intensifies the cooling sensation because there is more surface area for our micro cooling minerals to scavenge heat and draw moisture away from the skin,” Kolb adds.

Why isn’t there a cooling standard?

As consumers seek better performance from their clothing, there is a pressing need for a universal standard to define the “cooling” category and move toward common testing methods to support cooling fabric claims — similarly to the way UPF sun protection is measured.

brrr° relies on scientific independent lab tests by globally respected third party labs to prove the cooling, wicking and drying properties of each of its fabrics using widely recognised standards by FTTS and the American Association of Textile Chemists and Colorists (AATCC).

Adopting universal standards to measure the coolness of fabric would also reduce confusion among consumers and entice people to try new products. This could encourage more retailers to offer apparel made with cooling fabrics and propel new growth in the category.

To learn more about innovative brrr° cooling fabric technology, please visit brrr.com.

Read the full WTiN 2023 Material Innovation Report here.

 


RunStyle magazine: Heat Wave

DESIGN | HEAT WAVE
By Emily Walzer / September 22, 2023
Every runner knows that shoes are critical for achieving peak performance, but now, with temperatures routinely reaching triple digits, clothing may play a more important role in runners’ wardrobes. Recent strides in material innovation are ushering in fabric technologies that help runners stay cool and comfortable in super-hot weather.
According to Climate Alpha, a startup that uses AI to measure climate resilience, the challenge isn’t only about heat extremes but also how long these sweltering conditions last throughout the year. This summer set new records for heat waves in areas across the country.  

Sweating is the body’s natural cooling mechanism that works amazingly well. However, today’s textile advancements are engineered to take handling the heat up a notch with quick-acting cooling effects and hyper-fast wicking attributes to thermoregulate runners’ microclimates. Coolcore fabric is constructed with increased surface area, so the moisture has more places to go within the yarn, leading to regulated evaporation and cooling. The technology promoted by the company brrr is a “Triple Chill Effect” triggered by ingredients that are embedded in the fibers.

NexTex Innovations has tapped ultramarathoners for wear-testing purposes to get feedback on the company’s TurboDry fabric technology. Ultra-runners from the Salt Lake City area and collectively known as “Bois of the Satch,” raced the 2022 Canyons 100K competing in concept running t-shirts that featured NexTex’s TurboDry performance. “The functionality is about breathability, dry rates and overall comfort,” noted Jordan Lightstone, NexTex marketing and business development lead, adding, “It’s always a balance between function and aesthetics.”

Recent textile developments also consider another aspect of sweating — anti-stink technologies that are now more effective and more eco-friendly compared to technologies in the past.

Materials for a Warming World

“Our technology is designed to help athletes, including runners, by actively managing moisture and temperature to enhance comfort and performance while also providing optimum UPF ratings at often 50+,” explains David Ludd, chief global sales and marketing officer for Coolcore.

According to Ludd, the technology addresses the growing need for sustainable solutions to temperature-regulating apparel as extreme heat becomes more common. “Our fabrics are mechanically engineered with no additional topical treatments or additives to achieve the cooling and performance benefits,” notes Ludd, sharing that the benefits “don’t wash out and exist for the lifetime of the garment.”

These features have attracted running-focused brands to explore and integrate Coolcore fabrics into products, allowing Coolcore to make strides in the running industry. “It’s all about helping runners maintain their focus, even in the most challenging conditions,” Ludd surmises. “It’s not just about staying cool; it’s about optimizing performance, providing sun protection and regulating the body’s temperature. Our fabric works with the body’s natural moisture, providing a competitive edge by ensuring that runners can excel, no matter the temperature.”

brrr has stepped up in the broader exercise apparel and activewear space with brands including BRADY by Tom Brady, Greyson, Southern Tide, and Strafe using brrr cooling technology. If the garment is super comfortable and allows freedom of movement and has a noticeable impact on keeping wearers cooler and drier, brrr execs believe people are going to wear it as it helps individuals feel more energized while running, walking, doing interval training, or just going about daily life.

The company has recently introduced an advanced performance cooling fabric called brrr Pro aimed at the athletic and fitness market. brrr Pro Polyester uses enhanced cooling fibers, hyper wicking, and performance drying to elevate the Triple Chill Effect that instantly and continuously draws heat and moisture away from the skin.

The brrr Pro product was in development for three years, which included experimenting with dozens of formulas that were tested on more than 1,000 kilograms of yarn before choosing the best combination to achieve a new concentrated cooling technology with advanced dispersion techniques for maximum fabric performance.

NexTex has created a permanent, fabric construction-based, moisture transport technology that relies on physics to force sweat away from the wearer’s skin to the outer surface of a garment. The unique one-way moisture management process mimics the action used by trees to pull moisture from the roots in trees. When applied to textiles the company’s TurboDry technology elevates comfort with super-fast drying speeds that are permanently built into the fabric.

NexTex’s TurboDry technology launched in January 2020, and the following year won a 2021 Outdoor Retailer Innovation Award in the Function category for its TurboDry technology.

Ascend Performance Materials, an established textile developer and supplier of high-performance nylon fabrications, recently brought to market Acteev, an anti-odor antimicrobial product with a handful of benefits ideally suited for activewear and athleisure markets. Acteev is activated by natural zinc ions embedded into the matrix of the material, standing up to wear, wash and heavy use for the life of the product and the technology is free from silver, mildew, pilling, wear and tear, and harmful additives. additives. “We’re finding that hiking hoodies made with Acteev have become popular with some runners,” says Nikki Huffman, business development director, Acteev by Ascend Performance Materials. “The fabric is lightweight, wicking and UV-blocking to help runners stay cool, plus it is odor-fighting.”

Read the full article here.


Sourcing Journal: Why brrr° Cooling Fabric is a Year-Round Staple

As consumer demand for cooling fabric grows, performance fabric is quickly becoming an essential, no matter the month.

In the past, many thought cooling fabric was a hot-weather item. However, that myth is being cast aside, and cooling performance fabric is earning its rightful place as a key component for clothes—even when the mercury drops.

As a cooling fabrics innovator, brrr° combines the powers of natural cooling minerals, active wicking and rapid drying to draw heat and moisture away from your skin all day long. In addition to supporting your body’s natural thermoregulation when you get too hot, every brrr° fabric is scientifically tested by independent third-party labs to prove that it keeps you cooler and outperforms other brands.

For maximum cooling power, brrr° Pro amplifies the effect with enhanced fibers, offering hyper-wicking and performance-drying actions.

“Brrr° is a year-round ingredient for comfort and confidence, whether you are doing something intensely physical or simply living an active lifestyle,” said Mary-Cathryn Kolb, founder and CEO of the Atlanta-based brrr°. “We feel our best when we are cooler and dryer.”

Essential for maximum comfort

Numerous brands are using brrr° in a wide range of apparel, including garments intended for outdoor activities during the cooler months and transitional base layers that are versatile for the fall and spring bumper seasons.

For example, Aspen, Colorado-based Strafe Outerwear uses brrr° in its line of lightweight technical hoodies and jogger pants, which are great for hiking, camping and other intense outdoor activities. American-made outerwear brand Forloh has a line of pants, long-sleeved shirts and hoodies that use brrr° for ultimate comfort.

Brady Brand—created by retired NFL quarterback, Tom Brady—uses brrr° in its golf pants as well as its polos and T-shirts. Sportswear giant Adidas offers a line of polos and Henley polos for men, plus sleeveless polos for women that are year-round wardrobe utility players.

Casual and lifestyle brands also use brrr° to elevate the performance and comfort of wardrobe staples. GenTeal Apparel, for example, has a line of brrr° polos, and Southern Tide’s collection of polos, hoodies and button-down shirts are great transitional and layering pieces.

A solution for hot sleepers

Good sleep is essential when recovering from physical activity and everyday life, but many people struggle to fall or stay asleep.

To get better rest, research by the National Sleep Foundation shows that a quiet, dark and cool bedroom supports deeper sleep. However, while sleeping, many people overheat and get sweaty, interrupting sleep cycles and preventing the body from getting the deep, restorative rest that refreshes and energizes.

That’s why pajama experts Pajamagram created a line of cooling pajamas made with brrr° Pro cooling fabric. Bedding brand Sheex also offers Midnight Label sheet sets powered by brrr° cooling fabric.

“More retailers can enhance their apparel by adding patented brrr° cooling technology to their lineup. brrr° has hundreds of poly and nylon fabrics as well as blends, and can create custom cooling fabric to meet unique specifications,” Kolb said. “Even in the cooler months, brrr° can help keep you comfortable so you can get a better night’s rest.”

To learn more about brrr° cooling fabric technology, visit brrr.com.

To read the full article, please click here.

SportsTextiles: brrr° Leads in Cooling Performance Fabric

Cooling fabric innovator brrr° is bringing its advanced performance technology to more brands across the globe and across the athletic and outdoor categories — and far beyond.

The company’s patented process combines the powers of natural cooling minerals, active wicking and rapid drying to create a “Triple Chill Effect” that instantly and continuously draws heat and moisture away from the skin.

In independent third-party lab tests brrr° is proven to keep you cooler, and brrr° fabrics consistently outperform other brands.

The cooling technology of brrr° is permanently embedded in the structure of the yarn when it’s manufactured, so it won’t ever fade or wash out over time. And unlike wet “snap” towels, brrr° works when it’s dry and the cooling effects can be felt for the entire time brrr° fabric touches the skin.

There are also versions of brrr° made with recycled material, and sustainable material such as hemp. brrr° holds GRS certification in accordance with Global Recycled Standards, which shows customers and consumers that companies are committed to meeting internationally recognized sustainability standards and practices.

Since the startup was founded in 2014, brrr° has quickly become a leader in cooling textile technology.

The superior cooling powers of brrr° fabrics are now integrated in a wide variety of garments made by major athletic and activewear brands including BRADY by Tom BradyAdidasGreysonStrafe Outerwear, and numerous brands in Europe such as Jack WolfskinTriumphMartini and many more.

brrr° also has crossover appeal far beyond the athletic space. The cooling fabric brand is being used in athleisure, casual wear, business apparel, undergarments, pajamas, bedding by Sheexbaseball hats by 47 Brandcompression sleeves for people who have lymphedemasports medicine support boots for horses, and more.

In addition to its appeal during the hot months of the year, brrr° is gaining popularity in base layer clothing and activewear for year-round comfort and dryness because it supports the body’s natural thermoregulation.

“Consumers care deeply about conserving resources and minimizing environmental impact, and brrr° can help keep you more comfortable all year long,” said Mary-Cathryn Kolb, Founder and CEO of brrr°. “When your body can regulate its own temperature more effectively, you won’t use as much cooling and heating energy.”

Founded by a SPANX executive

brrr° began as a kernel of an idea when Kolb was an executive at shapewear brand SPANX. She often reviewed and analyzed new products the company was developing, and kept thinking about the versatility of the tiny little fibers that worked so hard to shape and support our bodies.

She wondered about the other things those fibers could do to keep people more comfortable. Could they draw away heat, wick away moisture, and dry faster?

Kolb founded Atlanta-based brrr° in 2014 with a simple vision: to develop innovative cooling fabrics that could actually reduce the temperature of our skin to keep us cooler and more comfortable as we went about our everyday lives.

“We knew there had to be a way for our clothes to actively draw away heat and moisture to keep us cooler,” said Kolb, who has more than 20 years of experience in apparel and textiles.

brrr° scientists researched, developed and tested hundreds of formulas before they settled on a proprietary blend of natural cooling minerals, active wicking and rapid drying — which became the patented technology behind brrr°.

brrr° creates a “Triple Chill Effect” that instantly and continuously draws heat and moisture away from the skin. Every brrr° fabric is independently tested by globally recognized labs and proven to keep you cooler.

Patented cooling fabric technology

It’s been almost a decade since brrr° was started, and the award-winning company has become a recognized leader in performance cooling fabrics. brrr° holds several patents and is constantly investing in R&D to develop the next generation of cooling textiles.

The company created a performance cooling product called brrr° Pro that uses micro cooling minerals to amplify the cooling sensation, plus hyper wicking and performance drying.

In independent lab testing, brrr° Pro Polyester scored 0.194 in Q-MAX cool-touch testing, which was 81% better than another brand of cooling fabric and 53% better than a comparable performance polyester. It also outperformed in wicking and drying tests.

“brrr° Pro intensifies the cooling sensation because there is more surface area for our micro cooling minerals to draw heat and moisture away from the skin,” Kolb said.

Work, play — and everything in between

As it gains global brand recognition and is adopted by numerous international brands, brrr° continues to draw interest from retailers across many apparel categories.

Beyond the natural fit for sports, athletic and activewear, brrr° is now used in everything from office attire such as button-down shirts, dresses, casual resort wear, polos, shorts, and everyday t-shirts. In response to consumer demand, many brrr° customers have expanded the cooling fabric to more items, including Southern TideVineyard Vines, and Pajamagram to name a few.

Many retailers are incorporating brrr° into their layering pieces and outdoor wear such as hoodies by Duck Camp and Strafe, and a featherweight performance pullover by Criquet.

brrr° continues to position itself as a year-round essential technology that can make any item of clothing or textile feel even better against the skin as people go about their everyday lives.

“Wherever you are, brrr° helps keep you more comfortable and feeling your best,” Kolb said.

Learn more about brrr° performance cooling fabric technology at brrr.com.

Read the full article here.


Product Testing in the Sierra Mountains!

Courtney Cruzan, our Vice President of Operations & Product Development, recently did some hard core backpack hiking in the Sierra Mountains in California and put several shirts made with brrr° cooling fabric to the test.

brrr° offers superior protection from UV rays, and the natural cooling minerals, active wicking, and rapid drying created a "Triple Chill Effect" that instantly and continuously drew heat and moisture away from the skin.

"It was a lot more comfortable backpacking in the sun with brrr°," Courtney said.

Her in-the-trenches product testing aligns with independent third-party lab tests that show that brrr° cooling fabric consistently outperforms other brands.

Thanks for giving brrr° a rigorous test in the California summertime heat, Courtney!


What a Terrific FFF Show in New York City!

Our team just wrapped up a successful trip to New York City for the Functional Fabric Fair summer show powered by Performance Days, which brings together thousands of apparel executives, product development leaders, designers, and manufacturers to explore the cutting-edge innovations in performance fabrics.

Held at the Javits Center in New York, this year's show focused on advanced performance textiles and other materials such as finishes, trims and accessories.

There was also a focus on sustainability, bio-degradable material, minimizing waste, recycling and re-using.

brrr° was one of the featured participants for performance cooling technology, and displayed hundreds of fabric samples from its vast library of cooling fabrics. We also showed several new headers that recently came out of our development lab in Taiwan.

Some of the most popular brrr° cooling fabrics we displayed, which were also featured on The Loop forum, included:

  • brrr° vented print
  • brrr° windowvent
  • brrr° cooling + biowicking
  • brrr° hemp performance

brrr° uses natural cooling minerals, active wicking, and rapid drying to create a "Triple Chill Effect" that instantly and continuously draws heat and moisture away from the skin.

We stand behind the science of our products, so every brrr° fabric is independently lab tested and proven to keep you cooler.

Major brands including Southern Tide, Vineyard Vines, BRADY Brand by NFL quarterback legend Tom Brady, Greyson, and many more use brrr° fabrics to elevate their apparel with performance cooling technology.


Sourcing Journal: Advancing Performance Cooling Fabric Technology with Scientific Proof

For more than four decades, brands have marketed cooling clothing to consumers by touting how well it wicks away moisture. In fact, when a major athletic brand introduced a new line of wicking golf apparel with ultraviolet (UV) protection in the early ’90s, it set a new standard for moisture management. Other brands soon adopted wicking technology, and in the early 2010s, wet “snap” towels became popular.

But while moisture management is important, wicking fabric really just moves moisture around. What if fabric could draw away heat and reduce skin temperature?

In recent years, there has been a proliferation of new cooling fabric technologies. Like predecessors from the ’90s, most wick and dry well. Some use chemical finishes to achieve a cooling effect, which diminish and wash out over time. Some must be wet to activate the cooling effect, which might be sufficient for the gym or mowing the lawn, but isn’t practical for the office or meeting friends for dinner.

To combat these problems and more, cooling fabric innovator brrr° is advancing the category by using natural cooling minerals, active wicking and rapid drying technologies to create a “Triple Chill Effect” scientifically proven to lower skin temperature by several degrees.

brrr° continuously draws heat away from the body, so it keeps cooling the longer you wear it. In independent lab testsbrrr° consistently outperforms other cooling products in cooling, wicking and drying tests under FTTS—a group of standardized tests that can be performed on fabrics to check their cooling, wicking, drying properties and more—and the American Association of Textile Chemists and Colorists (AATCC) standards.

Tom Brady is a fan

In our post-pandemic world, the No. 1 thing consumers want in their clothing is comfort, and 70 percent say they plan to dress more casually from now on, according to a survey by NPD and research by The Wall Street Journal.

Major brands—including BRADY Brand by Tom Brady, Adidas, Jack Wolfskin, Reebok, Greyson, Southern Tide and Vineyard Vines—are already using brrr° cooling technology to elevate their apparel.

“I’ve been living in this thing recently, and it actually lowers your body temperature. Which I need here. It’s perfect for Tampa,” Brady said in a video posted to his Facebook page in 2022. “Listen, I put them to the test this past summer and it made all the difference.”

Consumers also rave about the cooling comfort of apparel made with brrr° fabric. Southern Tide has expanded brrr° fabric to more men’s, women’s and youth clothing, including their bestselling men’s brrr°-die Performance Short.

“Best shorts I have ever owned. They are light and comfortable,” said Ben W., a Southern Tide customer, in an online review.

Sustainability and universal standards

Many companies are setting sustainability goals to reduce their carbon footprint by deepening their recycling programs, minimizing virgin materials usage, switching to replenishable materials and pursuing more eco-friendly products and production methods.

brrr° offers recycled yarns that are Global Recycled Standards (GRS) Certified, which divert material from landfills and reduce the need for virgin material. Because brrr° technology is permanently embedded in the structure of the yarn, it never fades or washes out like the chemical sprays and coatings used by other companies.

As consumers seek better performance from their clothing, there is a pressing need for a universal standard to define the “cooling” category and move toward common testing methods to support cooling fabric claims—similarly to the way UPF sun protection is measured.

brrr° relies on globally recognized independent labs to test its fabrics and prove the science behind its cooling properties.

Adopting universal cooling standards would also reduce confusion among consumers and enhance willingness to buy and try new products. That could encourage more retailers to offer apparel made with performance fabrics that keep consumers cool and comfortable and propel new growth in the category for decades to come.

This article was written by Mary Jane Credeur, founder and principal at The Credeur Group.

To learn more about brrr° cooling fabric technology, visitbrrr.com.

Read the full Sourcing Journal article here.


brrr° Completes $6.3 Million Capital Round as David Chu Joins Board of Directors

brrr° Completes $6.3 Million Capital Round as Designer David Chu Becomes Strategic Investor and Joins Board of Directors

David Chu, founder of men’s outerwear and sportswear company Nautica, makes strategic investment in brrr° and joins Board of Directors. Chu will collaborate with brrr° on fabric design and sales to global manufacturing partners.

ATLANTA — JUNE 1, 2023 — Cooling yarn innovator brrr°® has completed a $6.3 million round of capital that includes a strategic investment by globally recognized designer David Chu.

Chu will join the brrr° Board of Directors and collaborate with brrr° to design fabrics and support sales to global manufacturing partners through his company, DC Designs International.

The Series B round of funding includes convertible notes from previous capitalizations for Atlanta-based brrr°, which was founded in 2014 by former SPANX executive Mary-Cathryn Kolb. brrr° will use the proceeds to support global growth, sales, marketing, and research and development of next-generation cooling textile technology.

“We are delighted to partner with David and bring his visionary expertise and global connections into the brrr° family,” said Kolb. “Together, brrr° and DC Designs International can accelerate each other’s growth with performance cooling fabrics that are both functional and beautiful.

brrr°’s patented technology combines natural cooling minerals, active wicking and rapid drying to instantly and continuously draw heat and moisture away from the skin.

brrr° offers three major product lines:

  • brrr° Triple Chill Effect
  • brrr° Pro with enhanced micro minerals
  • brrr° Recycled to support sustainability

brrr° products are available in yarns and woven or knitted fabrics in polyester, nylon, cotton, wool, and numerous natural or synthetic blends. brrr° offers a library of hundreds of fabrics, and also works with brands and mill partners to create custom blends that meet their exact specifications.

Every brrr° fabric is independently tested by globally recognized third party labs, and its proven to outperform other cooling brands. Because brrr° technology is embedded inside the structure of the yarn, the cooling effect lasts for the entire life of the garment and won’t fade or wash out.

“We are proud to work alongside a trusted leader in cooling textiles to develop new fabrics with superior performance and elegant design,” said Chu, who founded Nautica in the 1980s and sold it before starting DC Design International in the 2000s. He is also the Chairman and Chief Creative Director of Georg Jensen.

To learn more about brrr° cooling fabrics or request samples, please visit brrr.com.

 

#     #     #

 

Contact for brrr°:

Mary Jane Credeur | The Credeur Group

404 317 2718 | mj [@] credeurgroup.com

 

About brrr°

brrr°® was founded in 2014 with a vision to develop advanced cooling fabric technology that could improve the items we wear and touch in our everyday lives. brrr° uses natural cooling minerals, active wicking and rapid drying to create a Triple Chill Effect™ that instantly and continuously draws heat and moisture away from the skin. Its newest offering, brrr° Pro, uses the power of micro minerals to deliver performance level cooling for athletic and activewear apparel. The Atlanta-based company is privately held and led by Founder & CEO Mary-Cathryn Kolb, who previously held senior positions at Spanx, Seven7 Jeans, TOMS Shoes and Von Dutch. Learn more at brrr.com.


Sports Textiles: brrr° Redefines Cooling Performance Fabric

When she was an executive at SPANX, Mary-Cathryn Kolb kept thinking about the versatility of the tiny yarns that worked so hard to shape and support bodies.

She would often wonder about what other things those little fibers could do to keep people more comfortable.

Could they draw away heat? Could they wick away moisture? Could they dry faster?

What if our clothes could actually reduce the temperature of our skin and keep us cooler?

The idea for brrr° was born in 2014 and Kolb’s vision was deceptively simple: develop innovative cooling performance fabrics that could keep us cool and comfortable.

“We thought there had to be a way for our clothes to actively cool us down, and help us stay dry and more comfortable,” said Kolb, who has more than 20 years of experience in apparel and textiles. 

The company developed and tested hundreds of formulas to refine the cooling power of brrr°. 

The secret brrr° formula combines natural cooling minerals, active wicking and rapid drying to create a “Triple Chill Effect” that instantly and continuously draws heat and moisture away from the skin. Every brrr° fabric is independently tested by globally recognized labs and proven to keep you cooler.

Over the past decade, brrr° has become an award-winning leader in performance cooling textile technology and it holds several patents to protect its intellectual property.

Major brands including BRADY by Tom Brady, Adidas, Reebok, Greyson, Linksoul, 47 Brand, Landseer, Strafe, FORLOH, and dozens of others license brrr°’s patented cooling textile technology for their apparel.

“I’ve been living in this thing recently, and it actually lowers your body temperature,” Tom Brady recently raved about the BRADY Cool Touch Short Sleeve t-shirt made with brrr° fabric. “It’s perfect for Tampa. I put them to the test, and it made all the difference.”

brrr°’s appeal goes far beyond the athletic and sports category with lifestyle and business attire brands such as Southern Tide, Vineyard Vines, Pajamagram, Shinesty, Lilly Pulitzer and ADAY also using brrr° technology.

Natural cooling minerals

Most brands that market themselves as “cooling” don’t actually cool — they just wick. Some use chemical sprays and coatings to achieve a cooling sensation, which wash out and fade over time.

Other products like snap towels have to be wet to activate the cooling effect, which might be OK for athletic activities or mowing the lawn, but isn’t very practical for workplace or leisure wear.

brrr° cooling fabric technology is different because it’s permanently embedded in the structure of the yarn when the material is extruded and produced. That means the brrr° cooling sensation lasts the lifetime of the garment, and won’t wash out or diminish over time.

“It was important to us that the cooling sensation from brrr° was instant when the fabric touches your skin, and permanently part of the fabric for durability and ease of use,” said Kolb.

Performance cooling with brrr° Pro

brrr° invests heavily in research and development to create even more advanced cooling fabric technologies, and the Atlanta-based company recently introduced a new performance cooling product called brrr° Pro.

brrr° Pro uses micro cooling minerals to amplify the cooling sensation, plus hyper wicking and performance drying.

In independent lab testing, brrr° Pro Polyester scored 0.194 in Q-MAX cool-touch testing, which was 81% better than another brand of cooling fabric and 53% better than a comparable performance polyester. It also outperformed other products in wicking and drying tests.

“brrr° Pro intensifies the cooling sensation because there is more surface area for our micro cooling minerals to draw heat and moisture away from the skin,” Kolb said. 

Sustainable and eco-friendly

brrr° also offers its cooling technology in fabrics made with recycled material, which diverts material from landfills and reduces the use of virgin polyester, nylon and other materials. 

brrr° Recycled fabrics are GRS Certified in accordance with Global Recycled Standards, which shows customers and consumers that companies are committed to meeting internationally recognized sustainability standards and practices.

GRS verifies that recycled materials are used, and it tracks responsible production methods. Companies with GRS certification must demonstrate a chain of custody, and obtain certification from a professional third party that audits and validates each step in the supply chain.

brrr° has enjoyed GRS certification for many years through its mill partners, and in 2022 it obtained its own direct GRS certification.

The future of cool

brrr° holds several patents on its cooling yarn and fabric technologies, and is pursuing the next generation of cooling minerals and advanced formulas that can help keep people even more cool and comfortable as they go about everyday life.

 

The increased pace of global warming and extreme weather events adds a sense of urgency to brrr°’s work. Kolb sees a sustainability angle with brrr° because people who are cooler at work, at play, and everywhere in between may not need to use as much energy for air conditioning.

“When life brings the heat, brrr° is proven to help keep you cooler,” Kolb said.

Learn more about brrr° performance cooling fabric technology at brrr.com.

To read the full Sports Textiles article, click here.