Premium shirt maker British Van Heusen has launched an exclusive range of cotton/Lycra socks with a performance finish that keeps them fresher for longer.

Simon Foster, Van Heusen design director, says the new socks "meet the strong demand among consumers for products that add value to everyday life."

The freshness enhancing treatment from Purista is applied at the manufacturing stage, does not have to be renewed and lasts for the practical life of the product.

Peter Cowey, international business manager for Purista, adds: "In the UK, socks are still the number one treated garment consumers buy over any other 'freshness' treated item. 

"We carried out research with Taylor Nelson Sofres (TNS), which revealed that 49% of consumers would buy treated socks."