The Middle East’s largest fast-fashion retailer, Splash which is currently operating over 220 apparel stores and 55 brand stores across the Middle East is partnering with Dow Microbial Control, a business unit of The Dow Chemical Company, to offer its customers a range of apparel products using Dow’s patented SILVADUR technology, featuring built in odor protection and longer lasting freshness.

The growing desire of consumers to control odors in apparel has changed their priorities when they purchase products as they focus more on making savvy investments that feature intelligent freshness protection, which enables consumers to wear them more and wash them less. Leading retailers like Splash understand that meeting the consumer need for odor control will both increase value and build customer loyalty.

Splash Basics offerings will be treated with Dow’s patented SILVADUR technology, which inhibits the growth and minimizes the presence of unwanted odor-causing bacteria that are prominent on consumer goods. When these nuisance bacteria land on fabric surfaces, SILVADUR’s technology intelligently releases silver ions which neutralize them on contact, enabling the apparel to stay fresher longer.

The relationship between Splash and Dow is an excellent example of how industry leaders, working together, can benefit the marketplace, said Karel Williams, global strategic marketing and brand director for Dow Microbial Control.

Raza Beig, CEO, Splash and ICONIC, and director of the Landmark Group said that over more than 20 years, Splash has earned a reputation as a trend-setter in the apparel industry in the Middle East.

As an industry pacesetter, Splash recognize the growing trend toward more hygienic lifestyles among their consumers and it has become their goal to meet their consumer needs by offering products in their stores that feature freshness protection and control odors.