Browning to Unveil New Scent-Control Apparel at SHOT Show
SPARTANBURG, S.C.--(Business Wire)--Milliken & Company, one of the world's largest privately-held
textile and chemical manufacturers, today announced that, starting
fall 2008, Browning will offer a new retail line of scent-control
hunting apparel powered by VisaEndurance Shield(TM). Branded under
Browning's new ScentSmart line, the new clothing will feature
VisaEndurance Shield, Milliken's newest odor-adsorption fabric
technology that fights odors, wicks moisture, dries quickly and
repels-and-releases stains to deliver superior comfort and enhanced
performance for hunters.
Browning will showcase the new ScentSmart brand, powered by
VisaEndurance, during the SHOT Show, February 2-5, 2008 at the Las
Vegas Convention Center.
VisaEndurance Shield is a patent-pending technology that adsorbs
and suppresses most body odor molecules in fabrics, then releases the
odors during traditional home-machine laundering with unscented
detergents. VisaEndurance Shield fabrics are more breathable,
flexible, and less bulky than activated carbon-containing fabrics. The
technology works wet or dry, garments can be drip-dried or
tumble-dried, and the scent-control technology is effective for the
life of the garment.
The new Browning line will be available at retail fall 2008 under
the company's brand and will include a shirt, a pant and a performance
t-shirt. The manufacturers suggested retail price (MSRP) for the shirt
and pant will be $101.00 each and the MSRP for the performance t-shirt
will be $64.00. For a complete list of Browning dealers, visit
www.browning.com.
For added protection and comfort hunters can wear the new clothing
over Browning's NTS (Next to Skin) base layers - shirts and pants -
that are powered by VisaEndurance Ion(TM), Milliken's patented
silver-ion based technology that prevents the growth of odor-causing
bacteria.
"We recognize scent control is one of the most important success
factors for hunters, and it's one of the most difficult to manage,"
said Tom Leopard, general manager for Milliken's Performance Fabrics.
"At Milliken we're committed to developing fabric technologies that
provide hunters with the best scent control and we're pleased to have
Browning be the first partner to bring both VisaEndurance Ion and
VisaEndurance Shield to market."
Milliken's set of VisaEndurance scent control technologies --
VisaEndurance Ion and VisaEndurance Shield -- work independently and
effectively on their respective fabrics, but when worn together they
deliver a complete scent control system that is effective,
comfortable, lightweight and durable.
"Demand for our NTS base layers made with VisaEndurance has been
excellent since the line's introduction in 2006. We're thrilled to
extend the benefits of VisaEndurance to our mid-layer and woven
outerwear lines with Milliken's adsorption technology," said Rafe
Nielsen, product manager at Browning. "We're also excited to offer the
market an effective alternative to carbon-based garments without
compromising performance or comfort."
About VisaEndurance
VisaEndurance is available to apparel and other product
manufacturers through two offerings: VisaEndurance Ion, a silver
ion-based antimicrobial fabric technology that is ideal for base layer
garments and products that come in contact with human perspiration;
and VisaEndurance Shield, an odor adsorption technology that is ideal
for woven mid-layer and outer layer garments.
The technologies are available in comfortable and durable fabrics,
in numerous constructions and weights. They are used in a wide range
of base layer and outer layer garments including technical
long-and-short sleeved t-shirts, mock turtlenecks, men's briefs and
boxers, gloves, skull caps and balaclavas, as well as camouflage items
such as performance t-shirts and long underwear in popular patterns
from Mossy Oak(R) and Realtree(R). VisaEndurance technology is now
also available in socks made by Harriss & Covington.
VisaEndurance is offered in brands such as BassPro Shops' Redhead
EnduraSkin, Blackwater Gear, Browning's Next To Skin, Layers, Mountain
Hardwear Extend, Scent-Lok Technologies socks, Simms Fishing Midweight
Wader Wicks, and Terramar Sports Unlimited EC2 base layers.
VisaEndurance is also available through a number of high-quality
private label performance apparel brands.
Consumers should look for garments with VisaEndurance hangtags.
For more information, go to www.VisaEndurance.com.
About Milliken & Company(R)
Founded in 1865, Milliken & Company is a privately held textile
and chemical company that employs approximately 11,000 associates
worldwide. Milliken operates nearly 50 manufacturing facilities in the
U.S. and 8 other countries. Having over 2000 patents issued or applied
for, the company produces over 19,000 high performance products. To
learn more about Milliken, please visit the Company's Web sites at
www.milliken.com or www.visaendurance.com.
Strong Communications
Karen Strong, 916-789-0386
karen@strongpr.com
Copyright Business Wire 2008
