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May 21, 2020

Noble Biomaterials rebrands antimicrobial tech Ionic+

Antimicrobial solutions provider Noble Biomaterials has unveiled a new brand identity – Ionic+ – for its antimicrobial technology, formerly known as XT2.

By Michelle Russell

Antimicrobial solutions provider Noble Biomaterials has unveiled a new brand identity – Ionic+ – for its antimicrobial technology, formerly known as XT2.

The new brand name, logo and tagline is designed to more clearly convey the benefits and story of the technology, which uses positively charged silver ions to provide microbial and odour protection for the life of products such as athletic apparel.

More than 30 leading brands, including Athleta, Mack Weldon, Fox Racing, Rhone, Hill City, Tory Lee Designs, Giro, Rhoback, and Gekks, use Ionic+ to impart a performance edge to their products.

“With the increased need for fabric that is essentially self-cleaning of microbes, Ionic+ is being more widely adopted in healthcare and PPE, with brands like Chargeurs for masks and Octo Safety Devices for respirators,” says Joel Furey, founder and chief commercial officer of Noble Biomaterials. “The growth of the business drove the need for a name that more closely aligns with the technology’s mechanism of action.”

Ionic+ uses positively charged silver ions to fight the growth of microbes and odour- and stain-causing bacteria on soft surfaces. Apparel and bedding that doesn’t allow bacteria to grow and multiply doesn’t need to be laundered as often, which saves consumers time and money, can extend the useful life of products, and helps the environment.

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