Not only does ViralOff protect against pathogens, it actually helps to extend the life cycle of the jeans, making them a more sustainable purchase. The application lasts for the lifetime of the garment, and means customers won’t need to wash their denim as often. Diesel’s CEO, Massimo Piombini, tells British Vogue: “We’ve already been protecting ourselves from coronavirus with masks, visors and hand sanitiser. Now we can add the latest must-have in the fight against Covid with anti-viral clothing.”
Diesel’s announcement comes as brands move to adapt to the consequences of the pandemic, which has forced designers to find innovative new ways to approach all aspects of their business – including changing products and materials in accordance with our new-look lifestyles. Polygiene’s efforts to create antiviral fabrics and finishes have been underway since the SARS crisis of the early 2000s. Its latest developments – which have been ramped up as a result of the current coronavirus pandemic – will no doubt encourage other companies to follow suit.
The latest announcement is part of Diesel’s “For Successful Living” initiative, which encompasses the brand’s commitment to research and progressive fashion solutions. “Our customer’s health and safety is at the forefront, which pushes us to evaluate more measures in this field,” Piombini said.