Like Levi’s, Woolrich is a bit of Americana fashion that’s well recognized around the world. The familiar red-and-black flannel shirt is quintessentially Woolrich even to those who don’t own a piece of outdoors clothing. The 180-year-old-plus brand is experiencing a bit of resurgence as of late, in particular in the high-end fashion market. Woolrich might be old, but it’s ably keeping up with modern times by incorporating fresh designs and technology.
At Outdoor Retailer earlier this year, Woolrich announced they have paired up with Wakefield, Mass.-based Agion to include Agion’s Active odor eliminating technology in Fall 2011 lineup of Merino wool and polyester blend base layers, the first company to do so in the outdoors industry.
Agion’s odor-busting tech is based on silver, and has been incorporated in a variety of products that include electronics and apparel. According to Woolrich, “Agion Active features a dual action technology that not only provides antimicrobial product protection and industrial-strength odor elimination, but also eliminates odors both on and around the fabric. Silver ion antimicrobial technology stops propagation of odor causing bacteria on the fabric, while a natural, proprietary odor-trapping solution captures molecules from ambient odors. Unlike previous odor control solutions, Agion Active eliminates odor from over 14 sources, achieving performance well beyond what has been offered to the consumer. Agion Active regenerates with each the wash and continues to perform for the life of the garment.”
The Agion Active gear is 50/50 polyester and Merino blend, available in crew and half-zip shirts for men and half-zip and V-neck shirts for women. Fibers are very fine so they should feel comfortable under the heavier stuff you’re packing on to your body. In addition to the smell-fighting tech, the apparel helps regulate body temperature and offers moisture wicking, quick drying, and UPF 40+ protection.
The Woolrich with Agion Active garments will be available this fall and sell for $59 to $69.