By SJ Studio
November 27, 2024 11:30am
As global temperatures rise and heat waves become more frequent, consumers are seeking ways to prevent heat stroke, dehydration and sunburn.
Heat waves not only strain the body but also pose significant challenges to public health, particularly during large gatherings such as sporting events, concerts, festivals and religious pilgrimages. For example, during the Hajj Muslim pilgrimage to Mecca in Saudi Arabia this past June, temperatures soared to 126 degrees Fahrenheit (52 degrees Celsius)—the highest in 20 years—highlighting the risks associated with extreme heat.
Adding fuel to the fire, this year, many countries—including Japan, Korea, India and parts of Europe—experienced record-high temperatures. The U.S. also recorded its hottest summer in 175 years of record-keeping, according to data from the National Oceanic and Atmospheric Administration.
To adapt to warmer temperatures, both retailers and consumers are increasingly turning to cooling clothing. By using performance-cooling fabric technology, these garments help keep wearers cooler by drawing heat and moisture away from the skin while also providing ultraviolet protection factor (UPF) shielding from the sun’s harmful rays.
One leader in cooling fabric is Atlanta-based company brrr°®, which has patented technology combining natural cooling minerals, active wicking and rapid drying to lower the wearer’s skin temperature and keep them cool.
Founded in 2014 by a former Spanx executive, brrr°®’s technology creates a “Triple Chill Effect” that instantly draws heat and moisture away from the skin upon contact and continues to cool as long as the garment is worn.
In fact, brrr°® cooling fabrics can lower skin temperature by as much as 3 degrees Fahrenheit (1.7 degrees Celsius), according to independent testing by globally recognized third-party labs that follow widely accepted testing standards by FTTS or the American Association of Textile Chemists and Colorists (AATCC).
Global brands like Adidas, Reebok, Bass Pro Shops, Southern Tide, Vineyard Vines, 47 Brand and more use brrr°®’s premium cooling fabric technology to elevate their products.
“A few degrees can mean the difference between dangerous conditions such as heat stroke, or simply being a little too hot,” said Mary-Cathryn Kolb, founder and CEO of brrr°®. “Brrr°® has natural cooling minerals that support your body’s natural thermoregulation to keep you cooler and more comfortable all day long.”
How does brrr°® actually cool?
Patented brrr°® technology combines a secret formula of natural cooling minerals with polyester, nylon or other blends while the material is being extruded. That means the cooling power of brrr°® is permanently embedded in the structure of the yarn itself and inherent to the fabric without any additional treatments, chemicals, coatings or sprays like some other brands use. The cooling effect of brrr°® lasts the lifetime of the garment, unlike garments that achieve a cooling sensation with sprays that can wash out over time.
“Brrr°® cooling technology is inherent to our fabric and is built to last,” Kolb said. “Brrr°® provides continuous cooling comfort for the entire life of the garment.”
In addition to its cooling technology, brrr°® also has superior UPF sun protection that’s inherent to the fabric to minimize the risk of sunburn and skin damage from harmful ultraviolet (UV) rays.
Global production
Brrr°® offers comprehensive global production capabilities—with mills in Taiwan and China as well as mill partnerships in the U.S. and Central America—to meet each customer’s unique needs.
Additionally, Brrr°® has a vast library of production-ready cooling fabrics in polyester, nylon and a variety of blends across all major fabric types including knits, wovens, interlock, mesh, pique, sheeting and 30 denier lightweight fabrics for hoodies and technical garments, to name a few.
“Brrr°® is a trusted global source for patented cooling fabric that is lab-tested and proven to keep you cooler— wherever and whenever life brings the heat,” Kolb said.
This article was written for brrr°® by Mary Jane Credeur, founder and principal at The Credeur Group.
To learn more about brrr°®’s cooling fabric technology, visit brrr.com.
