by Stephen Garner

Bugatchi has introduced a new exclusive performance fabric with the launch of its fall/winter ‘20 collection.

The menswear label’s new OoohCotton Tech fabric is a unique blend of soft long-staple mercerized cotton (120 count / 2 ply) with quick-dry technology to promote the evaporation of moisture, keeping the skin dry and at a constant body temperature.

It is easy-care, machine washable, and needs no ironing. The eight-way stretch of this fabric allows optimal movement and flexibility compared to previous generations of performance textiles. This season, the brand is featuring OoohCotton Tech in shirts, t-shirts, polos, and pullovers in checks, stripes, and print patterns.

“Our objective was primarily to take performance wear to the next level by creating a high quality, unique and distinctive cotton product that fuses functionality with fashion and allows today’s men to reflect their own individuality and style,” said Cecile Revah, CEO of Bugatchi. “We are aware of the global lifestyle changes, and how they are affecting dress codes. Bugatchi’s goal is to offer modern, everyday luxury and the response from our customers has been outstanding as our OoohCotton Tech fabric is much more than a traditional performance fabric. It is the next generation of performance clothing.”

The new OoohCotton Tech performance line, as well as the rest of the brand’s fall/winter ’20 collection, is now available.