Livinguard Launches Innovative Technology To Combat Mounting Microfiber Pollution From Textiles

Livinguard Better Fresh is game-changing odor control solution that at the same time significantly reduces microfiber shedding of textiles

The environmental impact of textiles arising from microfiber shedding has increased dramatically over the past years as the use of synthetic fibers in the apparel industry continues to grow and fast fashion business models continue to gain share. Fiber fragmentation and resulting microplastic and chemical pollution affects waterways, the air and soil.

Livinguard Better Fresh combines a functional and an environmental benefit in a single solution. On the one hand, the technology provides leading odor control which is a valuable functional benefit for consumers. On the other hand, the solution reduces fiber fragmentation by up to 80% and extends the product’s useful life - resulting in a superior safety, environmental, and cost profile for apparel brands. Both claims have been extensively validated in-house and with independent laboratories.

This new product is the result of a long development journey with deep global collaboration. Livinguard leveraged extensive R&D investments over the past 15 years to develop a proprietary blend of chemistry that has then been thoroughly tested for performance, safety, environmental impact, and compliance with the highest industry standards in mind (e.g. bluesign).

Recognizing that awareness for the environmental impact of textile microfiber shedding is still emerging among consumers and that demand for solutions addressing this issue alone may be consequently limited, Livinguard Technologies have chosen to integrate odor control functionality, a well-understood and valued benefit, with this innovative fiber protection technology. This two-in-one solution allows brands and manufacturers alike to fund most costs for the chemical solution itself and for managing the complexity associated with its implementation by substituting their existing odor control technologies with Livinguard Better Fresh.

The Livinguard Better Fresh technology is officially launched during the Functional Fabric Fair in NYC and Functional Textiles in Shanghai while further validation activities are carried out with partners from academia, external laboratories as well as pilot customers (apparel brands & textile mills) worldwide.

This new technology can substantially contribute to various established solution pathways for microfiber pollution as it allows for the development or further improvement of low-shedding fabrics with minimal impact on established production equipment and supply chains. Furthermore, due to its built-in odor control functionality, it enables consumers to use their clothes longer and adopt more sustainable laundry practices (e.g. washing at lower temperatures). Finally, it enhances product longevity without any negative impact on recycling / circularity of the treated clothes. Overall, Livinguard Better Fresh provides a cost-effective solution to make tangible and substantial progress in the fight against plastic pollution quickly.