Refresh, has been appointed by leading workwear provider Alsico to launch its top secret new hi-tech fabric which is set to provide the basis for its workwear and uniform production from later this year.
The partnership also marks the beginning of a national campaign to highlight evolving user requirements, amplify brand awareness and support Alsico’s ambitious sector growth plans for 2023.
Alsico was founded in 1934 in Belgium and has since grown to become one of Europe’s largest workwear providers, responsible for despatching over 18 million garments a year.
The brand’s UK operations are headquartered in Preston, where it opened up in 2007 to serve sectors including laundry, healthcare and manufacturing.
The company is keeping its lips sealed on its new fabric bombshell for now, but it promises to have “spotted a gap in the market for a fabric that is not only fit for purpose across all sectors but also comfortable, modern and with sustainability in mind.”
Alsico has designed and developed the new fabric, and will launch it in a number of its collections later this year.
Refresh was selected to support the UK team with both their project to gain market insight into target sectors, and also the much-anticipated clothing launches, in addition to the wider growth strategy for the year, due to the agency’s specialist knowledge in e-commerce businesses and extensive industry connections.
Laura Mashiter, managing director at Refresh commented: “From our very first conversation with the team, we understood the care and attention that they have dedicated to workwear innovation, and we could feel the excitement within the business for the upcoming launches. Now we are preparing to uncover the best kept secret in workwear.”
Greg Houlston, general manager at Alsico, added: “We are really proud of our innovative workwear fabric and are excited to share it with industries across the globe. There are so many workers that will benefit from our latest innovation and we are delighted to be working with a fellow North-West business, Refresh, to kick off the 2023 campaign and support our wider growth plans for the year.”
