The earth tones – from sand to brown, olive, beige, khaki and grey – are popular in casual wear and sports apparel, as well as for home and hospitality textile products such as furnishing, towels and bedding, the company said in a press release.

“Leading global brands are increasingly demanding textiles that won’t fade when exposed to chlorine during home or commercial laundering or to gas fading (NOx). Huntsman’s new Novacron Atlantic EC-NC is a true milestone in the history of blue dye development. Based on a patented dye molecule, it gives mills and brands a trouble-free way to produce more sustainable, long-lasting textile products,” said Dhirendra Gautam, senior director, global market strategy and innovation, Huntsman Textile Effects.

The breakthrough Novacron Atlantic EC-NC blue element completes Huntsman Textile Effects’ non-contrasting concept and addresses the challenges faced by mills to deliver:

Improved light-, perspiration- and chlorine-fastness: Ideal for the production of light-medium shades of towels and bedding and t-shirts, shirts and trousers, the dye meets the most stringent home laundering programme requirements of US and Japanese brands, and also performs well in other markets where chlorine is added to water supplies.

High NOx resistance: NOx present in the air makes textile products more susceptible to fading during transportation, storage and retail display. The high NOx resistance of Novacron Atlantic EC-NC enables mills and brands to achieve positive differentiation with textiles that are less likely to fade.

Outstanding operational excellence: With unique application properties for both exhaust and pad processes, and outstanding compatibility with all other trichromatic dyes, Novacron Atlantic EC-NC is a breakthrough in right first-time production.

Fibre2Fashion News Desk (RR)