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Comfort is emerging as a paramount concern for consumers in India's rapidly evolving fashion landscape. The intimate apparel industry is responding to this with groundbreaking new innovations, driven by advanced technologies and a heightened awareness of health, comfort, and style.
Pioneering comfort through innovation
Leading this transformation are brands like Enamor who are introducing new innovative ranges designed to prioritize consumer needs. Arpana J Walters, Chief Design Officer, Modenik Lifestyle, the company that owns the brand, explains, Enamor’s commitment to comfort is evident in their three major innovative ranges. The brand has launched three big new collections: the Wellness range made entirely from the bamboo fabric, the second skin range that offers the invisi collection, and Flexifree range comprising the seamless knitted collection.
The shift towards awareness and organic materials
Echoeing this consumer-centric approach, Van Heusen emphasizes on the use of sustainable materials in the intimate apparel industry. As Swati Sharma, Head-Design, Van Heusen Innerwear notes, driven by rising awareness the industry in India has undergone a massive shift. The company also explores seamless technology and incorporates organic materials like bamboo and cotton into their products. It was one of the first companies to use an innovator to launch antibacterial innovations for men and women, asserts Sharma.
Advanced technologies and antimicrobial properties
Innovations in India’s intimate apparel industry extend beyond fabric choices. An American textile ingredient brand, Noble Biomaterials, integrates advanced technologies into textiles integrating them with antimicrobial properties. A representative from the company, Steve Milner explains, Silver has two distinctly different but effective benefits. The metal is only conductive but also extremely well qualified with antimicrobial properties. Noble Biomaterials uses silver to provide conductivity for smart textiles and act as a powerful antimicrobial agent, enhancing functionality and safety.
Meeting evolving consumer expectations
With consumer expectations evolving, brands are also incorporating features like moisture-wicking and antibacterial finishes into fabrics. This reflects their deeper understanding of the role played by intimate apparel in enhancing comfort and confidence.
The future of comfort in intimate apparel
Beyond just adapting to change, the Indian intimate apparel industry is leading the charge towards a future where comfort, health, and style coexist harmoniously. With brands like Enamor and Van Huesen at the forefront, fabrics and technology innovations are set to redefine the intimate wear experience for consumers across the nation.
