Can Anti-virus Fabrics Boost Business For Luxury Fashion Brands?

Leading Italian fabric manufacturer Albini Group has stirred up a storm within the luxury market with the development of an anti-viral fabric that is rapidly being adopted by luxury giants such as Gucci, Alexander McQueen, Saint Laurent, Armani, Ermenegildo Zegna and Prada; to name a few.

The result of a collaboration between Albini and Swiss textile innovation firm, HeiQ, carrying out the process of applying chemicals to the textiles during production can create anti-virus textiles. These garments have proven effective in destroying the virus within minutes of contact, which has been tested with a virus called 229E, said to be similar to SAR-COV-2 (that causes COVID).

Brands like Armani and Diesel have also commenced the quest to blend proprietary anti-viral technology in their collections, and India has also thrown its hat in the ring.
Is it possible that our clothes might actually defend us against the coronavirus, or other germs and viruses at the least? Only time will tell.