‘Whatever proof’ clothing fit for active living
There are few things worse than spilling something on your favourite T-shirt — and then having to toss it out.
Thankfully, there’s a Seattlebased brand recently launched in Vancouver that’s hoping to help stop the cycle of wear, stain, toss and repeat.
Raj Shah, the co-founder and CEO of Ably Apparel, chatted with Postmedia News about the brand, what makes it different and the idea behind “Whatever Proof ” clothes.
Q For those who aren’t familiar, what is Ably?
A Ably is made from all-natural premium cotton and activated with Filium, a patent-pending technology that imparts performance characteristics like liquid, stain and odour resistance to natural fabrics like cotton, wool, silk and linen. With Filiumactivation, Ably Apparel is truly whatever proof. You can spill coffee, water — even red wine — right onto your Ably product and watch the substance bead right off, leaving no stain whatsoever.
Q How would you describe the esthetic of the brand?
A Ably clothing is not about fashion; it’s about functionality and living fully, actively. It’s not about being tied down to the laundry room, or having a closet full of unneeded clothing. Ably’s esthetic is about classic, clean lines. We call it “basics,” but with Filium activation it’s anything but basic.
Q Do you have a bestselling style so far? If so, which one?
A Our T-shirts, hoodies and sweatpants are definitely our most popular items.
Q What makes it different from other activewear brands?
A Other well-known activewear brands are made with synthetic fabrics like nylon and polyester. Ably is made from a natural fabric, and that makes all the difference. For one thing, humans much prefer the breathability and soft touch of natural fabrics. Secondly, synthetic activewear tends to retain odour, no matter how many times it is washed. This is not the case with Ably. … Lastly, synthetic clothing is being shown, via scientifically verifiable studies and evidence, that it pollutes our oceans and aquatic life. Microscopic synthetic fibres leach off the garments while being laundered and make their way into the groundwater, streams and out to the oceans.
Q Where are the clothes designed/made?
A Ably clothing is designed in Seattle and manufactured in India, and Vancouver is the first city we’ve launched in Canada. We chose to do this because we felt that the Vancouver consumer was already incredibly knowledgeable about highly technical fabrics and apparel. It made sense to bring it here first.
Q What is the price point of Ably pieces?
A T-shirts are priced at $62 and hoodies at $175. Other core basic items range from $40 to $200.
Q Where can people check them out?
A At ablyapparel.ca or at Zebra Club in Vancouver at 3101 Granville St.