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Brook Brothers chooses COOLMAX® technology for moisture-wicking, summer dress shirts

Published on Sep 20, 2020
COOLMAX® technology powers a new line of breathable Brooks Brothers cooling dress shirts with moisture-wicking performance.
This article is also available in Chinese, Simplified
Brooks Brothers chooses COOLMAX® technology and LYCRA® fiber for a new range of great-fitting, moisture-wicking non-iron dress shirts.


Brooks Brothers, the oldest men’s clothing brand in the U.S., recently launched a new range of Performance Non-Iron Dress Shirts. The luxuriously soft, lightweight fabric features Supima® cotton, the moisture-wicking performance of COOLMAX® technology , and LYCRA® fiber for a comfortable fit. These classic white shirts are anything but basic and are a must-have for the career man on-the-go.


Moisture-wicking performance


Whether the wearer is riding the subway or presenting to a customer, COOLMAX® fiber transports moisture away from the skin to the surface of the breathable fabric where it quickly evaporates, keeping the wearer cool, dry and comfortable. This line of white dress shirts also offers superior non-iron performance in four fits, three collar styles, and a choice of broadcloth or twill, so it’s easy for men to find their perfect shirt.


Wear these white dress shirts as you bike to work. Sweat is transported to the fabric’s surface where it quickly evaporates.
The new range of moisture-wicking white shirts also includes LYCRA® fiber for a comfortable fit that lets you move freely.

Co-branded marketing drives sales

The new line of dress shirts has been promoted with a variety of marketing materials designed to explain the line’s performance benefits and drive consumers sales. The COOLMAX® brand logo is featured on the garment’s sewn-in label, as well as on in-store signage and the brand’s website where the benefits of COOLMAX® technology are explained. Brooks Brothers also promoted the new white dress shirt’s launch on Facebook and Instagram, as well as in Brooks Brother's online magazine.


Differentiate your collection

Contact Rita Ratskoff to learn more about the technologies featured in this innovative product range, and how they can add value to your brand’s ready-to-wear garments.


COOLMAX® and LYCRA® are trademarks of The LYCRA Company.

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