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End of April, we predicted two-quarters of decline and then two-quarters of recovery. In previous newsletters, we told you about the financial impact and predicted recovery. And in July we gave you some tips on getting started on the new sustainability – beyond environmental and social responsibility, we need to think about how our companies and brands position ourselves in relation to current and future pandemics.
In the first test ever using the ISO method* on the SARS-CoV-2 virus on textiles, Polygiene ViralOff® was confirmed the first commercial textiles treatment in the world to reduce the virus by over 99% over two hours. While this comes as no surprise to us, it is still of enormous value to have a confirmation that the SARS-CoV-2 behaves the same as the other standard viruses tested in commercial contexts.
It is just four months since we launched ViralOff® and I have never seen anything like it. We are already treating things from gloves to scarves to wool for premium suits as well as jeans for Diesel, as well as personal accessories for Fossil. Reusable and antivirally treated bags and crates from Returnity might change the way we use and view packaging. ViralOff went from a niche thing for facemasks and scrubs to a widespread and recognized brand in just a few months.
As new consumer trends on fabric protection emerge, DIESEL is proud to announce the introduction of an ultra-innovative denim treatment that physically halts 99% of any viral activity. Developed in partnership with Swedish firm Polygiene, the innovative ViralOff® application - of which DIESEL retains a 100% exclusive on denim - will be implemented across a selection of the brand’s Spring/Summer 2021 denim styles, aiming at a greater range of products moving forward.
