brrr° CEO Mary-Cathryn Kolb Speaks About Women in Executive Leadership at Emory University

brrr° CEO Mary-Cathryn Kolb (in the middle) discussed professional leadership advances women have made in recent years and how to remove barriers at the "Executive Women of Goizueta" 2017 Leadership Conference hosted by the Goizueta Business School at Emory University in Atlanta on Oct. 20.

Fabric Innovator brrr° Added to Material ConneXion’s Material Library

ATLANTA, Sept. 20, 2017 – Cooling textile innovator brrr° was chosen for inclusion in the Material Library maintained by Material ConneXion, a unit of Sandow that consults with Fortune 500 companies on performance materials and design thinking.


Material ConneXion maintains the world’s largest subscription-based materials library with thousands of innovative materials and processes, and its research division works with companies to strategically incorporate trends and innovation into their business models and products.


brrr°’s fabrics were recognized as having the “innate qualities that our team of material scientists and specialists look for when adding a material to our library of advanced, innovative and sustainable materials,” Material ConneXion said about the inclusion of brrr° fabrics in its full-service libraries in Bangkok, Bilbao, Daegu, Milan, Skövde, Tokyo and New York plus certain satellite and educational libraries around the world.


“This is a wonderful platform to display and archive brrr°’s technology alongside thousands of the most innovative materials in the world,” said Apurba Banerjee, Material Scientist and head of research and development at brrr°.


brrr° uses a proprietary blend of natural cooling minerals embedded in yarn, superior moisture wicking and a patented knitting or weaving process that maximizes airflow to create a “triple chill effect.” This gives brrr° fabrics Qmax cooling scores that are 30-85% better than the scores of comparable “virgin” nylon, polyester or cotton, and the cooling effect of brrr° has also been independently lab tested and validated by the prestigious Hohenstein Institute.


Material ConneXion’s Material Library


About brrr°

brrr° was founded in 2014 to develop innovative and technologically advanced fabrics with superior cooling performance that can enhance the comfort of bed sheets, business clothing, athletic apparel, fashion apparel, denim, undergarments, employee uniforms and other textiles. The Atlanta-based company is privately held and is led by CEO Mary-Cathryn Kolb, who previously held senior positions at Spanx, Seven7 Jeans, TOMS Shoes and Von Dutch.


cooling fabrics

Cooling Fabric Innovator brrr° Chosen for Venture Atlanta’s Startup Showcase

ATLANTA, Sept. 15, 2017 – Cooling textile innovator brrr° was chosen to present and showcase its patented fabrics at the 10th annual Venture Atlanta elite investor conference and innovation showcase.


brrr° is one of only 16 startups deemed to have “the most exciting emerging technologies in the Southeast” selected to present at Venture Atlanta’s Startup Showcase, which gives investors a sneak peek into the products and services being developed by up-and-coming firms.


brrr° uses a proprietary blend of natural cooling minerals embedded in yarn, superior moisture wicking and a patented knitting or weaving process that maximizes airflow to create a “triple chill effect.” This gives brrr° fabrics Qmax cooling scores that are 30-85% better than the scores of comparable “virgin” nylon, polyester or cotton, and brrr°’s cooling effect has also been independently lab tested and validated by the prestigious Hohenstein Institute.


“We are honored and humbled to be among this elite group of innovators invited to Venture Atlanta’s Startup Showcase,” said Mary-Cathryn Kolb


Venture Atlanta is one of the largest and most respected investor conferences in the Southeast, attracting nearly 150 investment funds and drawing a sold-out crowd of 900 attendees. This year’s event, to be held Oct. 11-12 at the College Football Hall of Fame in Atlanta, will feature Mark Cuban, an investor and philanthropist and owner of the NBA’s Dallas Mavericks, and Carvana CEO Ernie Garcia.


Over the years, Venture Atlanta has helped launch more than 380 companies that secured in excess of $2 billion in funding, including Acculynk (acquired by First Data), CloudSherpas (acquired by Accenture), Joulex (acquired by Cisco), SilverPOP (acquired by IBM), Kabbage, SalesLoft and Roadie.


About brrr°

brrr° was founded in 2014 to develop innovative and technologically advanced fabrics with superior cooling performance that can enhance the comfort of bed sheets, business clothing, athletic apparel, fashion apparel, denim, undergarments, employee uniforms and other textiles. The Atlanta-based company is privately held and is led by CEO Mary-Cathryn Kolb, who previously held senior positions at Spanx, Seven7 Jeans, TOMS Shoes and Von Dutch.




brrr°'s Talented Material Scientist is an Amazing Ph.D Student!


As a Ph.D. student in FACS, Apurba Banerjee has been active in several organizations since the day she arrived. And her academic work in the department of textiles, merchandising and interiors will allow her to pursue her passion about implementing sustainability in every aspect of life.


Kolkata, West Bengal, India

High School:

Vasant Vihar High School, Thane, Maharashtra, India

Degree objective:

Ph.D. in polymer, fiber and textile science

Other degrees:

M.S. in apparel and merchandising (textile science concentration), Colorado State University (2013)
B.Tech. in textile processing, Institute of Chemical Technology, Mumbai, India (2011)

Expected graduation:

December 2017

University highlights, achievements, awards and scholarships:

When I first arrived at UGA, I was not expecting it to be such a large campus. Getting lost on campus trying to find a building had become a daily routine, but through that experience I learned how to motivate myself to find a path to my destination. Learning early the perks of getting involved on campus. I was encouraged by my mentor, Dr. Suraj Sharma, to be the chapter president of the UGA chapter of the American Association of Textile Chemists and Colorists (AATCC). When active, this chapter helped textile science and fashion merchandising students to interact with working professionals in the textile industry and learn from their experiences and gain access to the AATCC competitions, scholarships and awards. As a student member of AATCC, I have participated in its International Conference since 2013 and won several awards for presenting my research in the Herman and Myrtle Goldstein Student Paper Competition.
Being a graduate student at a research-intensive university is both a challenging and rewarding task. To provide graduate students adequate support, a platform to voice their concerns and develop camaraderie among themselves, we founded the Graduate Student Association at the TMI department, where I served in leadership positions (vice president and treasurer) for two years.

The College of Family and Consumer Sciences is a home away from home for me. It has not only helped me nurture my leadership and organizational skills (I participated in the FACS Leadership Retreat) but also provided immense encouragement in the form of awards, scholarships and recognition such as the Endsley Piefer Student Research Award, Jones Anderson Family Scholarship, Dr. Theresa Perenich-TMI Graduate Support Fund and Eleonora Costa Graduate Support Fund. The college provides every student an environment that is conducive to progressive and critical thinking, an environment where challenges are embraced and overcome with grace and fortitude and instills in us to be compassionate and thankful to our mentors when we achieve fame and glory. I highly recommend everyone to meet our awesome dean, Linda Fox, because she embodies everything there is to be a true FACS-ite!

The Graduate School at UGA provided me with several professional development opportunities through programs such as Emerging Leaders and I was able to further hone those skills by leading the outreach team of the annual Graduate Student Conference called Interdisciplinary Research Conference in 2014 and 2015. I have also been the recipient of Graduate School awards — Outstanding Teaching Assistant Award, University of Georgia Excellence in Graduate Recruitment Fund Award and was nominated for the Who’s Who Among Students in American Universities and Colleges in 2015 and 2017.

The Indian Student Association is a student organization under the umbrella of International Student Life that helps incoming and current Indian students to maintain their cultural identity and assimilate the Athens culture by providing initial and continued support to the students in the form of housing, cultural festivities and a close knit community of Athens families and friends. The association welcomed me to the university by providing a lot of vital resources, and in order to extend the same helping environment to new incoming students, I joined the leadership team of ISA (2014-2015) as public relations officer and as the vice president in 2015-2016. The strong relationships that I developed with the international student community has to date been one of my best experiences at UGA and it was further fortified when I was part of the team that represented UGA at the Georgia International Leadership Conference in 2015.

Recently I led a discussion at the Office of International Education called Discussion Without Borders, where I was able to share fun and interesting facts about my home country, India, and give a millennial’s perspective of studying abroad in the United States.

Current Employment:

Graduate Teaching Assistant – Department of Textiles, Merchandising and Interiors, UGA
Material Scientist – brrrº Inc., Atlanta, GA

Family Ties to UGA:

I am the first of my family to come to this country to pursue my higher studies and found a home at UGA. I’m definitely not going to be the last one.

I chose to attend UGA because…

… UGA is the only leading university in the Southeast to house a department that does interdisciplinary research in polymers, textiles and fibers. My master’s advisor at Colorado State University, Dr. Ajoy Sarkar, highly recommended his alma mater, the department of textiles, merchandising and interiors, because of its dedicated faculty and up-to-date research facilities.

My favorite things to do on campus are…

I love walking around North Campus and discovering a new corner or a hidden garden (the Latin American Ethnobotanical Garden was a pleasant surprise). The turtle pond near the ecology building is my favorite lunch spot and the Creamery is a real treat for the days that I need a pick-me-up. I like the Tate Student Center Plaza because of the flurry of activities that keeps life as a graduate student very interesting.

When I have free time, I like…

I have a newfound love for photography, so I gravitate toward going on walks, hikes and exploration trips to several state and local parks in Georgia and its neighboring states. My favorite place to explore thus far has been Cloudland Canyon State Park in North Georgia. On a more day-to-day basis, I love going on a run or walk on the trails around Lake Herrick with my year-old pup, Cooper.

The craziest thing I've done is…

On a road trip to Yellowstone National Park from Colorado, we chanced upon a baby bear on one of the roads in the park and had to almost hold our breath till the mama bear came and retrieved her offspring from our path.

My favorite place to study is…

The science library is my favorite place to study. I love the atmosphere and am motivated to concentrate better. Plus, the staff there is super helpful and friendly.

My favorite professor is…

I have two: Dr. Suraj Sharma for being the most understanding and motivating major professor a graduate student can ever ask for and Dr. Vincent Joseph Starai in the microbiology department, who dedicated so much time and effort into helping me understand the concepts of prokaryotes, which is one of the cornerstones of my research project.

If I could share an afternoon with anyone, I would love to share it with…

Being a textile science nerd, I would love to spend an afternoon with Stephanie Kwolek, who is inventor of Kevlar polymer. She has been my inspiration as a woman scientist for a long time.

If I knew I could not fail, I would…

… try and achieve life’s bigger goals such as abolish human trafficking and make college education more affordable.

If money was not a consideration, I would love to…

… travel around the world documenting different cultures and traditions. Also, if money was not a limitation, I would like to help educate women in countries where women’s education is undervalued.

What is your passion and how are you committed to pursuing it?

I am passionate about sustainability in every aspect of life. Be it sustainable practices, materials, processes or life choices, in order for our future generations to experience the unique gifts that this planet has to offer, sustainability is a key ingredient.

My current research in biodegradable plastics is my commitment to relentlessly pursue sustainable materials and try to make them cost effective. I also plan on incorporating sustainable practices in my workplace and in all future product design plans as much as possible.

After graduation, I plan to…

… work in the textile/polymer industry and then eventually bring all my industry experience to academia as a professor.

The one UGA experience I will always remember will be…

Meeting the world’s leading scientist in biodegradable polymers, Dr. Isao Noda, at a chemistry seminar was one of my most special experiences at UGA.

brrrº Chosen as a TAG top 40 most innovative companies in Georgia 2016

Technology Association of Georgia Honors 40 Companies for Innovation and Contributions to the State’s Technology Community.


The Technology Association of Georgia (TAG), the state’s leading association dedicated to the promotion and economic advancement of Georgia’s technology industry, today announced brrrº, Inc. as one of its Top 40 Innovative Technology Companies in Georgia. TAG will recognize this prestigious group at the 2016 Georgia Technology Summit (GTS) on March 17, 2016, at the Cobb Galleria Centre.


TAG’S Top 40 Awards recognize Georgia-based technology companies for their innovation, financial impact, and their efforts at spreading awareness of Georgia’s technology initiatives throughout the U.S. and globally.


“The 2016 Top 40 finalists are an elite group of innovators who represent the very best of Georgia’s Technology community,” said Tino Mantella, president & CEO of TAG. “The 2016 Top 40 finalists are shining examples of what makes our State such a hotbed for technology and we applaud them for standing out as leaders in Georgia’s technology community.”


This year’s Top 40 Companies were selected from among over 100 applications submitted by companies from across Georgia. Companies selected for the "Top 40" will be showcased in an exhibition at The 2016 Georgia Technology Summit.


"An extraordinary number of truly innovative technology companies participated in this year’s Top 40 competition, demonstrating the depth and breadth of Georgia's technology community," said Dennis Zakas, managing partner of Zakas & Leonard, LLP, CEO of Zinc., and chairperson of the Top 40 Selection Committee.  “In fact, based on the quality of the contestants, we could have had a 'Top 6' without losing a beat."


“We are honored to be one of the TAG Top 40 chosen for 2016 and to be recognized on such a level by the Technology Association of Georgia,” said Mary-Cathryn Kolb, CEO and Co-founder of brrrº, Inc. brrrº is a global, textile technology startup that has already become an industry leader in the revolution of smart textiles with their patent pending, permanently cool fabric.


The 2016 Georgia Technology Summit is expected to draw a crowd of more than 1,300 C-level executives, entrepreneurs, technology professionals and academia to celebrate and recognize Georgia’s technology community. In addition to presentations from some of the top technology influencers in the nation, the newest member of the Technology Hall of Fame of Georgia will be inducted.


For more information about TAG and the Georgia Technology Summit and to register for the event, visit  Follow the conversation on Twitter through #TAGGTS.


About The Technology Association of Georgia (TAG)

TAG is the leading technology industry association in the state, serving more than 30,000 members through regional chapters in Metro Atlanta, Athens, Augusta, Columbus, Macon/Middle Georgia, and Savannah. TAG’s mission is to educate, promote, and unite Georgia’s technology community to foster an innovative and connected marketplace that stimulates and enhances a tech-based economy.


Additionally, the TAG Education Collaborative (TAG’s charitable arm) focuses on helping science, technology, engineering and math (STEM) education initiatives thrive.


For more information visit the TAG website at or TAG’s community website at  To learn about the TAG-Ed Collaborative visit

AFFOA Meeting at UGA

FEATURE STORIES: Fabric revolution

About 90 leaders from the fabric and textile industry, along with researchers and military officials, discussed the future of fabrics and textiles in the digital era during AFFOA Industry Day at the University of Georgia Oct. 20.


The representatives—half of them from industry—discussed the future of the Advanced Functional Fabrics of America partnership. AFFOA, a public-private partnership launched this spring and funded in part by a $75 million commitment from the U.S. Department of Defense, seeks to accelerate innovation involving fibers and textiles through advances in manufacturing and engineering.


The conference was jointly sponsored by the UGA Office of the Vice President for Research, the College of Family and Consumer Sciences and the College of Engineering.


"The meeting was meant to bridge recent advantages from material science academic labs and the modern manufacturing capabilities of the fiber and textile industry," said Sergiy Minko, Georgia Power Professor of Polymers, Fibers and Textiles in the College of Family and Consumer Sciences and professor in the Franklin College of Arts and Sciences department of chemistry.


"The event was designed to bring U.S textile and clothing manufacturers to the highest point of modern materials science, with a major goal to create new jobs in this country," Minko said. "Training and workforce development for the new market was one of the key topics of our discussions."


"We're joining with companies large and small, universities and startup incubators from around the U.S. to drive a manufacturing-based revolution by transforming traditional fibers, yarns and fabrics into highly sophisticated systems and devices for both consumer and defense applications," said Gajanan Bhat, the Georgia Athletic Association Professor of Fibers and Textiles within the FACS department of textiles, merchandising and interiors.


One of the industry speakers was FACS alumna Tosha Hays (pictured above), co-founder of brrrº Inc., which develops and commercializes textile technologies. The company's launch material is a cooling technology which lowers skin temperature 2 to 3 degrees F. The company licenses its technology to global brands across multiple consumer categories.


"It was very inspiring having the AFFOA team participate," Hays said after the event. "Their brilliant minds cause a ripple effect of inspiration to everyone involved.


"The barcode fabric was a tangible result of what this innovation can do—the tip of the iceberg, so to speak," Hays said.


"The network is key," she added. "Working together toward one goal with each individual or company contributing their own expertise can make incredible things happen."


Yoel Fink, AFFOA CEO, introduced AFFOA’s bold mission to the audience. He described AFFOA’s strong industrial support and the broad industry, academic and government coalition that has formed a nationally distributed rapid prototyping foundry. He predicted that, with these resources in place, we would witness “Moore’s law for fibers” – the functionality of fibers increasing dramatically each year.


“In order realize our mission of transforming textile manufacturing into a hi-tech, value-added industry in which the U.S. is the world-wide leader, we are basing our technology and manufacturing roadmaps on intellectual property,” he said. “IP will help us ensure that the advancements we are investing in are manufactured here, to benefit the nation.”


In addition, Fink said, AFFOA is performing the first national modern textile manufacturing workforce needs assessment, and mapping existing workforce training resources across the country in order to match current and future industries’ needs with capabilities through strategic investment.


Among the other speakers who addressed the group was Ramanathan Nagarajan, a senior research scientist with the U.S. Army Natick Soldier Research, Development and Engineering Center, who discussed emerging textile materials for Department of Defense needs.


During lunch, industry representatives and academic researchers got the opportunity for direct interaction at a poster session with 36 posters from UGA, Clemson and others highlighting some of the latest advances in fiber science.


"In addition to providing a forum for technical exchange on potential research collaborations between universities and industry, the poster session was a great opportunity for students to connect directly with industry, get feedback on their work and understand more about industry needs," said Crystal Leach, director of Discovery and Innovation Partnerships at UGA.


Members of the AFFOA partnership include Fortune 500 companies as well as small and medium-sized companies spanning the electronics, materials, apparel, transportation, fashion, defense, medical and consumer good manufacturing sectors.

It also includes leaders of the fabric industry, such as Inman Mills, and leading research universities MIT, Drexel University and the University of Texas at Austin.


In addition to Minko and Bhat, other UGA researchers who play critical roles in AFFOA include Suraj Sharma, associate professor in the department of textiles, merchandising and interiors in the College of Family and Consumer Sciences, and Jason Locklin, associate professor in the College of Engineering and department of chemistry in the Franklin College of Arts and Sciences.


Researchers from the Complex Carbohydrate Research Center who conduct research on biopolymers also will contribute to research and development of new technical textiles. Innovation Gateway, UGA's commercialization and startup arm, will be instrumental in bringing new technologies to the market, including a portfolio of 10 existing textile, fiber and polymer technologies.


The AFFOA Industry Day was a part of the College of Family and Consumer Sciences' FACS Week, the college's signature event that celebrates communities, academic excellence and the future of families.


New Fashion Technology Pioneered by Former Spanx Executives

It’s only fitting that the fashion technology to create a cooling fabric would come out of Atlanta. The moisture-wicking fabric stays cool and also provides UV/SPF protection. The innovative textile is the product of two former Spanx, Inc. executives, Mary-Cathryn Kolb and Tosha Hays.

Their company, brrrº will sell clothing and accessories made with the fabric and is currently wrapping up a funding round that includes investors such as Bob Kavner, Doug Sellers, and Larry Marcus.

They plan to keep the company’s headquarters in Atlanta and currently sell home goods, baby clothing, and women’s accessories through their website

brrrº is fashion meets innovation

For more than five years, Mary-Cathryn Kolb kept a journal of good ideas, inspired inventions and business concepts. Two years ago, she called a friend she formerly worked with at Spanx, Tosha Hays, and asked to meet for coffee. They bonded while brainstorming on a design for a bra for breast cancer patients. Then, Kolb shared the pages of that journal, running ideas by Hays who listened with interest, but not feeling the fire until Kolb described a high-tech fashion fabric that was cool to the touch. The Buckhead women and their husbands, met every Sunday for four months, honing the idea and developing a viable business plan while their five (now six) children played together. They unabashedly asked business savvy friends to listen to their pitch and contribute financial, marketing and manufacturing know-how to the plan. In November of 2014, they launched a fashion technology company, brrrºTM and created a proprietary cool-touch fabric that is moisture wicking, offers SPF protection and is permanently cooling due to a compilation of all-natural ingredients. The fabric has a patent pending and the line got a thumbs-up from the people at QVC here in the USA, and will be on air on QVC Italy in June.

Here in Buckhead in September, their stunning ready-to-wear collection debuted at Neiman Marcus with in-store events, curated shopping experiences, a fashion show and reception attracting fashion conscious shoppers and a tribe of supportive friends. In November, they traveled to Milan, Italy, to participate in Decoded Fashion, a world-wide consortium for technology and fashion accepting the top award for textile innovation.  brrrº will license its brrrXTM proprietary technology to some of the world’s most recognized brands, under the “cooled only by brrrº” trademark.

The Atlanta-based, women-owned global fashion-tech startup now also manufactures men’s ready-to-wear, accessories and home goods.

“We were thrilled to debut our ready-to-wear collection with Neiman Marcus,” says Mary-Cathryn who serves as CEO of brrrº.  “What a tremendous partner to escort brrrº into the inner circle of fashion and introduce our brand to fashion-conscious women looking for stylish solutions that will fit their everyday life.” You can find brrrº clothing and accessories at Dillard’s, smaller boutiques and online at The beautiful silky, marbled fabric is their signature.

The trip to Milan was fascinating and fast, said chief innovation officer, Tosha Hays. They were among the world’s strongest and smartest high fashion textile thinkers and designers. Next up for the entrepreneurs are brrrº Baby, brrrº Bedding, men’s underwear and a new spring line. “We are working on some exciting licensing opportunities and for the next phase of brrrº's innovative textile technology we are partnering with University of Georgia’s Textile School,” she says.

Outside their office on Pharr Road, their lives explode with activity. They each have a set of twins, plus one “singlet” (Tosha’s term – she has all boys, MC has all girls).  These busy moms have honed skills in focus and creativity, whipping up healthy snacks for their brood and helping with homework while strategizing for the future of their innovative and fashion-forward enterprise.

Chill Out! brrrº clothing is designed to keep you looking and feeling cool.

You know the soothing sensation of flipping over a clammy pillow to rest your cheek on the fresh, cool side? That’s the feeling Tosha Hays and Mary-Cathryn Kolb hope to bottle up with their new Atlanta-based fashion­-tech company, brrrº.

The two Georgia natives and former Spanx execs have developed a patent-pending textile that they claim is the first truly cooling fabric. Similar-sounding textiles for athletic performance wear are focused on moisture-wicking, but the flowy garments Hays and Kolb have created actually cool as they move through the air. (The exact science is proprietary, but it involves the size of the yarn and the way the fabric is knit.)

So far brrrº includes a small women’s ready-to-wear collection, a lower-priced line (pullovers, joggers, and tees) called brrrº Basics, scarves dubbed CoolWraps, and accessories. Their target customers are busy women like themselves (they both have three children, including a set of twins each) who need to transition seamlessly from work to play to events. One of the standout pieces is a sleek but comfy column maxi dress (on Hays, at right) that’s as fit for lounging as for evening.

A dress from a line named brrrº may not sound like something appropriate for your January wardrobe. But Hays and Kolb claim brrrº is more comfortable and more “thoughtful to the body” than traditional cottons (it does feel refreshing to the touch). They insist brrrº is a year-round fabric that could line the insides of coats and the underarms of cardigans, and, yes, even be stitched into a pillowcase.

A sampling of patterns for the spring collection, out in March


The pair also emphasize that, unlike other cooling garments on the market, brrrº is first and foremost a style-driven product. “We’re fashion girls,” says Kolb at her Buckhead office, looking much the part in a brrrº maxi dress and a blowout.

Hays, 41, the company’s chief innovation officer, has been immersed in textiles her entire life. She grew up the daughter of a cotton fiber exec in tiny Musella (population 1,304), 32 miles from Macon and home to one of the state’s few remaining cotton gins, owned by her father. After studying fashion merchandising at UGA, Hays began her career in New York at Tommy Hilfiger. In 2006 she joined Spanx and moved swiftly up the ladder to director of design, becoming intimately familiar with yarns, fibers, and technology, and traveling the world to meet with mills, factories, and textile innovators.

Kolb, 36, brrrº’s CEO, also has roots in small-town Georgia. A Thomasville native, she studied communications at Southern Methodist University in Dallas, where she met Blake Mycoskie, who went on to found Toms Shoes and hired her as his first employee. After years in sales positions in L.A. and New York, she started at Spanx in 2007 and soon became sales director.

In 2014 the pair left Spanx, launching brrrº with a fall collection the following year at a Neiman Marcus trunk show. They also released brrrº Basics in five Dillard’s stores across the country, including the Perimeter Mall location.

A sketch for a dress from the spring collection. The shirting is made of a woven brrrº textile; the loose brrrº knit adds flounce.


This spring Hays and Kolb will reveal the company’s second collection. While the fall release was full of slinky and stretchy dresses, colorful scarves, and silky pants, the spring line showcases a more structured woven fabric (think creamy oxford shirts and shirtdresses).

Still, “our product isn’t this shirt or that dress,” says Hays, pointing at a rack of clothing. “It’s the technology. Fashion is just the vehicle for it.” Ultimately they hope to license their textile to other fashion brands (imagine a brrrº by Diane von Furstenberg wrap dress) and soft goods manufacturers—even the military.

“Our goal is to lead the fashion-tech revolution,” says Hays. They’ve already garnered significant industry recognition, most recently at a global fashion-tech summit called Decoded in Milan. Hays is a charter member of national nonprofit (and MIT partner) Advanced Functional Fabrics of America, and they have even received seed funding from Silicon Valley. “We want people to think of us as technology that solves problems,” says Hays.

One concept solves a problem we never knew we had. brrrº-lined clutches— or “mobile igloos”—come with a freezer gel pack to keep lipstick, iPhones, even water bottles and snacks cool all day.