I am very excited to announce our new Love and Colour apparel range which will be showcased at the Fine Tuned at British Style Collective festival, in Liverpool on the 8th and 9th of July at the Albert Dock.
Apart from the designs on these shirts, the shirts themselves might be unique for being made exclusively for us wholly out of a proprietary fibre called CoolMax Fresh FX. The CoolMax bit exploits the surface tension of water to wick moisture from your skin. It works through micro channels engineered into the profile of the fibre. These channels are physical attributes, they are there for the life of the fibre. The Fresh FX bit embeds a silver salt in the molecular structure of the fibre that kills bacteria which left unchecked ultimately cause a sour odour. Because the silver salt is embedded within the fibre it, like the wicking, is similarly permanent; it will not leech out with wear and washing. These attributes deliver shirts that remain cool and dry almost regardless of what you might do in them and similarly they remain fresh. And the ongoing performance of the fabric is guaranteed. This is important, these shirts will become your favourite items of apparel, you will want to wear your shirts again and again.
The cut and fit and sizing of these shirts is exclusive to us and was specified by Anastasia Vouyouka, a published guru of fit in the fashion industry.