Cool is a science. And this is about textile technology, not fashion.

Although clothes make from brrr° yarn may look good, the cool factor is in the company's Triple Chill Effect, according to a company rep.

The newest news from the Atlanta, Georgia, startup is test data from an independent lab that shows brrr°'s technology can keep people cooler and more comfortable in everyday activities. As The Fonz would say, "Aaaay!"

For readers who don't get the reference, suffice it to say that brrr° uses patented technology that combines natural minerals, active wicking and rapid drying, according to the company, that instantly and continuously draws heat and moisture away from your body.

Video: Brrr

Ahhh.

The tests, by Intertek Testing Services in Taiwan, showed that brrr°'s nylon and polyester fabrics consistently outperformed a number of comparable products in lab tests that measure something called Qmax (cool to the touch), wicking and dry time.

Courtesy: Forbes