by Stephen Garner

Menswear startup Twillory has launched the first-ever line of formaldehyde-free, non-iron products using SafeCotton, a new proprietary, health-conscious chemical treatment technology.

Starting today, customers will be able to shop among four classic colors of men’s button downs, all constructed with SafeCotton. The collection will include dress shirts with a spread collar, as homage to the heritage aesthetic championed by Twillory’s parent company, Byblos.

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In a study produced by the United States Government Accountability Office, formaldehyde in non-iron and permanent-press clothing commonly led to skin irritation, rashes, headaches and insomnia and has even been linked to leukemia and lung cancer.

“Its vital consumers are aware about the dangers of formaldehyde in non-iron textiles and that there is now a safe alternative,” said Asher Weinberger, CEO and co-founder of Twillory. We have been working to patent SafeCotton for two years, and couldn’t be more elated to bring it to market.”

“Twillory is backed by my family history rooted in textile innovation spanning the turn of the 20th century,” said Ricardo Goldschmidt, chief fabric officer and co-founder of Twillory. “With the support of Byblos, we have over 100 hundred years of experience rooted in the refusal to compromise on quality and product integrity.”