DL1961 Premium Denim is delivering freshness in more ways than one. The denim and apparel brand’s complete Fall ’14 men’s collection is treated with Dow SILVADUR Antimicrobial, a microbial control system that provides long lasting odor control and freshness.

Dow and DL1961 began working together earlier this year to analyze SILVADUR’s affect on denim. SILVADUR Antimicrobial, which was launched by Dow Microbial Control in Fall ’12, activates when its in the presence of unwanted bacteria. According to Karel Williams, Dow Microbial Control marketing manager, the system provides durable odor control for denim products and increases the number of times jeans can be worn between washes, making them last longer.

Last year SILVADUR was recognized as one of the 100 most technologically significant products introduced over a 12-month period by R&D Magazine.

Sarah Ahmed, DL1961’s creative director, said, “We are extremely excited about this partnership with SILVADUR because, as an innovative company, we truly appreciate new technologies that add value to our jeans. Treating our denim with SILVADUR’s odor-resistant technology has enabled us to create next-generation products that out-perform all other denims. As a result, our customers can focus on the extraordinary things they do while wearing DL1961 jeans knowing that those jeans will stay fresh all day long.”

DL1961 fall men’s collection includes relax, straight and straight slim fits and is now available at Bloomingdales, Nordstrom, and Saks Fifth Avenue, along with more than 500 specialty apparel stores across the U.S.

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