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Fresh: A Special Wash For All Activewear

Fresh and a retailer ad offering a free bottle of Fresh with every sport bra purchase.
Fresh and a retailer ad offering a free bottle of Fresh with every sport bra purchase.

(Filed Under wholesale Lingerie News). “Fresh Active-Wear Wash is another clever science-based Fashion Wash from The Forever Group that targets the challenge of odor build-up in such items as sport bras, yoga wear, athletic apparel and undergarments.”

“The issue with the synthetic fabrics used in activewear is that they are particularly prone to picking up bacteria, which becomes embedded in the fibers,” explained Rob French, the firm’s founder and director of innovation.

“With normal washing, activewear appears to come out clean, but the bacteria can be dormant for months. All it needs to be reactivated is heat and moisture (such as perspiration). That’s why 20 minutes into a run or yoga class, the funky smell returns. The bacteria spores are hard to kill. The chemicals that could be used are harmful to humans and the environment and regulated.”

“Working with our chemist we came up with a natural enzyme derived from sugar that, when working with vegetable based cleansers, has two benefits: it removes body oils and perspiration and then adds protection to prevent the build up of bacteria. This protection becomes more effective every time you wash the garment. In fact, for the best protection, we recommend you start out by doing a first wash with a new garment before you wear it.”

According to French, an added cotton extract in Fresh helps to keep fabric soft. “Fresh also restores fabric breathability and moisture-wicking.”

A key goal of The Forever Group, is “to enable independent retailers to compete on the highest level, by offering unique and effective clothing care solutions,” emphasized French. “And Fresh is a perfect example.”

French pointed out that fabric washes are a great way for retailers to increase profits and raise the average sale value of every customer visit. “If you sell sport bras, yoga wear or any type of active gear, your customers will have to wash those garments, ideally right after every use. Offering them Fresh at the time they purchase the garment makes sense for them and for your store.”

One way to get customers started on Fresh is to advertise a promotion offering a bottle with a purchase.

“Fashion Foundations, an established lingerie retailer in Kelowna British Columbia has a promotion this month offering a free bottle of Fresh with every sport bra. Using this method (in June they did a similar promotion with Splash swim wash) they have built a profitable repeat business as well as thankful customers.”

French noted that The Forever Group has also found that sponsoring various events, in partnership with a local store, is another successful strategy. This summer they are co-sponsoring the Subaru Triathlon Series, giving out samples to 7000 triathletes as well as a charity golf tournament.

Fresh is available in a 280ml bottle, which provides 40 hand washes. Suggested retail is $9.99. A larger 910 ml size is designed for washing machine use and retails for $14.99. Contact The Forever Group at (416) 723-9200 or

more wholesale Lingerie News >>

Published 07-18-2019 by -

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