1888 Mills Adds Clorox FreshCare to Line

By Staff -- Home Textiles Today, 9/8/2008 12:00:00 AM

Oakbrook, Ill. —

Global home textiles manufacturing company 1888 Mills has expanded its kitchen towel line with the addition of Clorox FreshCare-branded goods.

The program is currently available at Wal-Mart; it will hit other retailers next year in the spring.

Clorox FreshCare towels are made using the trademarked HaloShield technology, a patented coating that binds household bleach to textiles made of cotton. HaloShield and Clorox Regular-Bleach are made to work together to inhibit the growth of odor-causing bacteria on the towel or dishcloth.

The company said the antimicrobial protection of the towel is reactivated every time the product is washed with Clorox Regular-Bleach and lasts the lifetime of the product.

"We believe that the Clorox brand combined with Halo Shield technology gives the consumer a timely and unique attribute that clearly fits our brand purpose of 'Weaving a Better World,'" said Fulton Allen, president of the 1888 Mills consumer products division.

Added Steven Silberblatt, vp of new business development for The Clorox Company, "We think consumers will find these towels offer great performance and quality, consistent with what they expect from products bearing the Clorox name."