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BASF, Louis Féraud Unveil Cobranding Program In Thailand

High-end department stores in Thailand now offer Paris-based Louis Féraud’s men’s shirt collection featuring Germany-based BASF AG’s Non Iron technology. As part of a cobranding effort, the shirts are labeled with BASF Non Iron and Louis Féraud hangtags. The collection also will be offered in Indonesia and Vietnam.

Through BASF’s Non Iron Partner Mill Program, apparel fabric producers meeting BASF’s provisions for using its Non Iron cross-linking technology may utilize BASF’s marketing strategies. The technology eliminates the need to iron cotton apparel and ensures comfort, shape retention and a fresh look, BASF reports.

“Application of the Non Iron technology is the beginning of a new era for [Louis Féraud],” said Khun Patcharawan Boonnamsap, director of the board, Cassardi International Co. Ltd., the sales and marketing division of Thailand-based importer and brand manufacturer Boonsiri International Group. “With the Non Iron technology, customers can enjoy a modern style and a higher comfort level. It will require less energy to maintain clothes, something especially invaluable for people when traveling.”

January/February 2007