The HIGH IQ®  brand assurance program has been extended by the Huntsman Textile Effects with the launch of its new HIGH IQ Lasting Black eco. The new color retention program is based on Huntsman’s award-winning AVITERA® SE Black reactive dye which is to help brands, retailers and customers meet global demand for eco-friendly black shades that retain their intensive color even after being repeatedly washed.

The black shades have gained a special place in the choices of fashion designers and consumers, as it offers a unique visual and style. The global leading brands are not only expected to deliver intense black shades that don’t fade but must also ensure they are sustainable and are not harmful to the environment.

The HIGH IQ Lasting Black eco is a special combination of the leading colour retention program with Huntsman’s AVITERA Black SE reactive dye.

AVITERA Black SE dye claims to promote economical as well as environmental sustainability as it reduces water and energy consumption by 50%. In addition, the washing oss performance of AVITERA SE Black shortens the processing time and increases productivity.

The garments produced under the HIGH IQ Lasting Black eco-program are easy to launder using domestic washing machines and carry a reduced risk of color staining other garments during the wash.

The benefits of this dye allows mills to produce fabrics and garments p-chlorine free.

Jay Naidu, Vice President Strategic Marketing and Planning of Huntsman Textile Effects stated that the HIGH IQ Lasting Black eco, Huntsman Textile Effects continues to lead the industry in providing sustainable dying solutions for eco-friendly black shades that deliver excellent value through color performance.

All the products under the HIGH IQ quality assurance program have been approved by bluesign® and are suited for STANDARD 100 by OEKO-TEX® certified textile products.