In the face of strong overseas competition, US hosiery companies are fighting back by differentiating their products with new technologies. According to BioShield Technologies Inc, it textile induistry distributor Apollo Chemical Corporation is consistently ordering AM 500 antimicrobial and odour eliminator for socks sold at JCPenney, Wal-Mart and Rocky Boots. The socks are made by Brown Wooten Mills Inc, which is one of the largest and most diversified domestic hosiery operations in the country.