A new high-tech, natural clothing line has launched using patent-pending technology that claims to repel odour, stains and liquids, retain breathability, and require less washing.

Ably has been developed by former Nike creative director Stanley Hainsworth, alongside apparel industry veterans Raj Shah and Akhil Shah as past of a kickstarter campaign. It uses Filium technology, which allows natural fabrics to be "whateverproof"; it lets the wearer enjoy the benefit of a natural fabric while repelling everything. 

The creators says the Filium-activated clothes have been tested on professional athletes, travellers, mums and toddlers, who experienced less chafing, less odour, stains were more easily removed, and there was less of a need for washing. 

"We're excited about the increased performance across so many applications of wearers," said Raj Shah, co-founder of Ably and co-creator of Filium technology. "But ultimately, we are excited for the long-term ramification for the planet. We don't use nanoparticles or harmful chemicals that break down and leach into your skin or the environment. Less washing, less packing, longer use. Typically, clothes don't lose performance and looks because you wear them. They breakdown because of how much you wash them."

Ably exceeded its kickstarter goal in less than 24-hours, the founders says. The campaign will run through to 4 July, and supporters of the launch will be the first to receive Ably gear.