Avery Dennison Corporation has launched a range of labels and trims with a new surface effect that add a distinctive touch to branded garments.

The new technique can be applied to all Avery Dennison woven edge polyester tapes where it creates a non-uniform, random crinkling effect that adds texture and definition.

The effect is said to be highly durable - and has been tested through 50 home launderings at 40°C and dry-cleaning.

Surface effect tapes and labels can be printed in up to six colours to maximise impact for a range of branding applications, from women's, men's and formal wear through to kids' wear, casual wear and intimates.

"Labels and trim with this eye-catching surface effect offer a new look that will enhance and add value to garments," says Chris Caldwell, marketing manager, printed fabric label at Avery Dennison.

"The finish is unique but has minimal added cost, making this an affordable and desirable solution."