DIESEL INTRODUCES VIRUS-FIGHTING DENIM

As new consumer trends on fabric protection emerge, Diesel has introduced a new denim treatment that physically halts 99 percent of any viral activity.

Developed in partnership with Swedish firm Polygiene, the innovative ViralOff application – of which Diesel retains a 100 percent exclusive on denim – will be implemented across a selection of the brand’s spring/summer 2021 denim styles, aiming at a greater range of products moving forward.

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ViralOff is the result of Polygiene’s extensive efforts in garment protection, which began with the SARS epidemic in the early 2000s. Diesel will apply the treatment to a selection of denim models during the final production stages. The technology is “always on,” and has the capacity to disable over 99 percent of viral activity within two hours of contact between pathogens and fabric. ViralOff has shown efficacy against a comprehensive range of viruses, including COVID-19. It works by interacting with key proteins, inhibiting the virus from attaching to textile fibers.

Additionally, ViralOff offers an extra sustainability benefit: the treatment lasts for the lifetime of the garment, and with lower wash cycle counts, the garment life is extended, and water and energy use are reduced.