The new technology features in Targets new Cat & Jack private label childrens brand

The new technology features in Target's new Cat & Jack private label children's brand

Nanotechnology specialist Nanotex has unveiled its latest innovation for apparel which prolongs the life of cotton and cotton-rich fabrics by improving abrasion resistance and strength.

The patented Durable Wear technology is already being used by US department store retailer Target Corp in its latest children's offering, Cat & Jack, which includes clothing for both children and babies and is Target's largest ever private label apparel brand.

Target aims for US$1bn in sales from new kids' line 

"At Nanotex, we are continually researching how science and technology can enhance fabrics so our brand partners have new ways to compete in the marketplace," says Randy Rubin, CEO of Nanotex. "Retailers are now coming to us and asking for us to push the boundaries of ordinary fabric to reach new capabilities such as extending the life of the fabric to resist wear and tear from kids, hence the debut of Nanotex Durable Wear with Target."

According to the company, its Durable Wear technology fits with Cat & Jack's Tough Cotton requirements, and is incorporated in the line's reinforced knee flat front pant and reinforced knee pleated pant for boys.

Last month, Nanotex and Cotton Incorporated revealed a new technology that enables 100% cotton apparel to outperform polyester and untreated cotton in terms of moisture management. The new Dry Inside process helps cotton to effectively compete with synthetic fibre fabrications in the active and athleisure markets. 

Nanotechnology boosts cotton activewear performance

Nanotex has more than 100 manufacturer partners worldwide, and its products include Resists Spills, Releases Stains, Neutralizer and Coolest Comfort.