Dow and Fruit of the Loom Bring Long-Lasting Odor Protection and Moisture Wicking Features to Men’s Underwear

MIDLAND, Mich.–(BUSINESS WIRE)–Odor protection and moisture wicking are the top two performance
features consumers today desire and The Dow Chemical Company (NYSE: DOW)
and Fruit of the Loom are introducing DUAL DEFENSE™ performance features
that offer long-lasting odor protection and moisture wicking to its core
men’s underwear line.

When companies like Fruit of the Loom and Dow collaborate to apply
breakthrough technology to consumer products, positive outcomes occur,”
said Larry Ryan, business president, Dow Energy and Water Solution. “Not
only does the marketplace benefit from these positive outcomes, but so
do companies which will fuel future collaborations.”

The collection of men’s FRUIT OF THE LOOM® underwear with DUAL DEFENSE™
will be enhanced with INTELLIFRESH™ durable and long-lasting freshness
protection from Dow. INTELLIFRESH™, powered by Dow SILVADUR™
antimicrobial technology, utilizes a patented, smart delivery system
that enables long-lasting protection by minimizing the growth of
odor-causing bacteria on fabric surfaces.

Fruit of the Loom is listening to our consumers. They want enhanced
benefits at a great value. This collection delivers both in products
consumers already know, love, and trust,” said Mark Hartman, vice
president of marketing for Fruit of the Loom.

FRUIT OF THE LOOM® chose SILVADUR antimicrobial technology because of
the durable performance to last through multiple home
launderings. Packaging for the FRUIT OF THE LOOM® products with DUAL
DEFENSE™ will feature the INTELLIFRESH™ trademark signaling consumers
that the products contain reliable and longer lasting built-in odor

The growing consumer trend for a more hygienic, sustainable lifestyle
is increasing the marketplace demand for apparel with ‘smart
technologies’ that offer multiple functional benefits,” said Karel
Williams, strategic marketing director for Dow Microbial Control. “As an
industry leader, Fruit of the Loom has recognized this important trend
and responded by enhancing its Fruit of the Loom products with
INTELLIFRESH™ built-in odor protection.”

The FRUIT OF THE LOOM® 100 percent cotton underwear collection with DUAL
DEFENSE features will be available during the key “back to school”
season, and includes crew, V-neck and A-shirt tops, and both brief and
boxer brief bottoms.

About Fruit of the Loom

Fruit of the Loom is a global pioneer in the design, manufacture and
marketing of family apparel, intimates, and athletic apparel and
equipment. Fruit of the Loom and its subsidiaries, including Russell
Brands, LLC and Vanity Fair Brands, LP, have a heritage of more than 150
years, with a diverse portfolio of more than 20 iconic brands, including
FAIR®. The company is an industry leader in social and environmental
responsibility in the communities where it operates around the world.
Headquartered in Bowling Green, Kentucky, Fruit of the Loom and
affiliated companies employ nearly 30,000 people in 17 countries. They
provide 200,000 additional jobs through sourcing and licensing
manufacturing locations in 25 countries. For more information, visit

About Dow Microbial Control

Dow Microbial Control innovates with science and technology to provide
long-term viable and sustainable microbial control. Our comprehensive
global offering provides customers with solutions to optimize
formulations, including a high performing and technically supported
selection of registered actives and products. With world-class people
organization-wide and a broad portfolio of microbial control
technologies, Dow Microbial Control can help solve most any microbial
control problem. From specialty and highly regulated to non-regulated,
the company has the experience and the essentials for more sustainable
microbial control protection for products and processes. Visit

About Dow

Dow (NYSE: DOW) combines the power of science and technology to
passionately innovate what is essential to human progress. The Company
is driving innovations that extract value from material, polymer,
chemical and biological science to help address many of the world’s most
challenging problems, such as the need for fresh food, safer and more
sustainable transportation, clean water, energy efficiency, more durable
infrastructure, and increasing agricultural productivity. Dow’s
integrated, market-driven portfolio delivers a broad range of
technology-based products and solutions to customers in 175 countries
and in high-growth sectors such as packaging, infrastructure,
transportation, consumer care, electronics, and agriculture. In 2016,
Dow had annual sales of $48 billion and employed approximately 56,000
people worldwide. The Company’s more than 7,000 product families are
manufactured at 189 sites in 34 countries across the globe. References
to “Dow” or the “Company” mean The Dow Chemical Company and its
consolidated subsidiaries unless otherwise expressly noted. More
information about Dow can be found at

®TM Trademark of The Dow Chemical Company (“Dow”) or an
affiliated company of Dow


Jamie Ellis
The Dow Chemical Company
Dow Media Relations
Fruit of the Loom, Inc
Corporate Communications