Performance jeans brand DL1961 Premium Denim is to treat its entire autumn men's collection with an antimicrobial to provide long-lasting odour control and freshness.

The company has been working with Dow Microbial Control over the past few months to evaluate the performance of Dow's Silvadur performance on denim.

And according to Karel Williams, global strategic marketing manager for Dow Microbial Control, the results show the treatment provides durable odour control in denim products, "enabling consumers to wear their jeans longer and wash them less."

Silvadur antimicrobial was introduced two years ago, and features an "intelligent" microbial control system that is activated in the presence of unwanted bacteria.

Sarah Ahmed, creative director at DL1961 Premium Denim, adds: "As an innovative company, we truly appreciate new technologies that add value to our jeans."

The DL1961 autumn men's collection, consisting of relax, straight and straight slim fits, is available at Bloomingdales, Nordstrom, Saks and more than 500 specialty apparel stores throughout the US.