BASF has taken a major step to revolutionize the garment industry with the launch of its new Non-Iron technology and co-branding program in Asia. High-end apparel brand Louis Féraud has chosen BASF as its partner for promoting its new shirt collection employing the Non Iron technology. The shirts will be labeled with the BASF Non Iron and Louis Féraud hangtags. The collection is now available in high-end Thai department stores such as Central, The Mall, Emporium and Siam Paragon in Thailand, and will soon be available in other countries such as Indonesia and Vietnam.

The Non Iron label stands for full ease of care and garments bearing the BASF Non Iron hangtag show the consumers at the first glance that it is of a high performance. For high-quality cotton shirts, trousers and blouses, the Non Iron technology ensures that the fabric is highly comfortable for the body, excellent for shape retention and looks new for much longer. Best of all, it is Non Iron: Just wash, dry and wear. Manufacturers who meet BASF requirements to produce non-iron fabric can join the Non Iron Partner Mill Program. They will have the privilege to certify their fabrics and enjoy the benefits from the marketing program conducted by BASF and will be introduced to interesting trading companies and clothing brands.

Paris-based Louis Féraud is a fashion brand targeting at men who enjoy “sport-work-party” lifestyle. The new collection was created for multipurpose application ensuring high comfort for outdoor activities as well as for official occasions. It was introduced in Bangkok at a fashion show hosted by BASF and Cassardi International Co., Ltd, the sales marketing branch under Boonsiri International Group, which is an importer and manufacturer of 18 licensed brands and an original equipment manufacturer, in Bangkok.

Non Iron, an advanced finishing technology by BASF, ensures that apparel has optimal wash-and-wear performance. As cotton fibers swell and change position during washing, they do not return to their original state after drying. The result: the fabric looks wrinkled. With the Non Iron treatment applied, a cross-linking agent is added to the fabric, which allows the fibers to maintain their original ordered state. In addition, suitable additives ensure a high degree of elasticity and a very good wear comfort. With a new quality mark in the Non Iron technology, BASF is setting standards for textile finishers in the market and among end users.