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Dow XLA and Orta sponsor a hall at Fashion Coterie
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The brand Dow XLA together with the Turkish denim manufacturer Orta Anadolu sponsored a hall at the ENK International Fashion Coterie Trade Show in New York, which was held from 18 to 20 September 2007 at the Dock 94 of that city. This fair, dedicated to female clothing, brought together over 900 exhibitors and the attendance by visitors exceeded 18,000.
For Dow XLA the exhibition was the brilliant debut of its innovative long-lasting bi-stretch denim fabric Fitswell with Dow XLA fiber, manufactured by the denim fabric firm Orta. The fiber offers very interesting features both for designers and for users. One of its properties is that it has a great stretching capacity both on the warp and the weft. Another positive feature is that it retains and quickly recovers the shape of the garment. From the point of view of the designer, the durability of this fabric in washing and the resistance of the finish – whether dyed or bleached – make it a fabric without competition.
At Coterie, the special hall co-sponsored by Dow XLA and Orta housed a photographic exhibition by the prestigious professional Luca Babini, who was inspired by the properties of the new fabric and brought it to life through his camera. The leading role in the sequence was played by the Italian dancer Roberto Bolle who created a synergy expressing the properties of the denim fabric with his movements.
Holly Watson, director of international communication for the brand Dow Fiber Solutions commented, “the sponsorship of this hall has been the perfect occasion to show the advantages and great design possibilities which the new Fitswell with Dow XLA fabric collection offers. Through the photographic evocation the industry has been able to appreciate our fiber’s potential which, by its adaptability and comfort, is destined to win over designers, manufacturers and consumers”.
Ebru Karakoç, director of sales and marketing of Orta Anadolu, stated: “Luca Babini’s creative vision captures the Fitswell with Dow XLA concept of perfection and unites it with the movements of Roberto Bolle, giving way to a work of art. Our company is very satisfied to make this luxuriously stretchy denim fabric. Undoubtedly, denim garments have become part of the basic wardrobe of women as much for their convenience and natural style as for their durability. We regard Dow XLA’s innovative incursion into this market as signifying an improvement in the already much appreciated denim fabric and it has raised its quality.”
Dow Fiber Solutions is a business unit of the Dow Chemical Company which combines, on the one hand, pro-active research and its development experience, and on the other hand the creative vision of retailers, designers and manufacturers. The company, which manufactures fabrics from the stretchy XLA fiber, has customers in Europe, Asia/Pacific, USA and South America. This fiber is one of the many innovations which drive Dow’s business strategy, focused on strengthening its portfolio of high performance businesses, giving priority to the activities of marketing application of developments which contribute to the creation of great value for the final user.
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