Britain's high streets will be a fresher place this summer following news that retailer Next Plc is launching a range of men's socks treated with an odour-reducing antimicrobial later this month. Growing consumer interest in fabric technologies that increase performance and comfort prompted Next to treat itsocks with Purista, the consumer antimicrobial product from Avecia. "Treating the socks with the antimicrobial has meant we can offer our customers added value, as we're including this additional benefit without increasing the selling price," said Christine Gerrard, head of public relations at Next.