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February 4th, 2007

High Style Goes High Tech

High tech and high fashion rarely coincide. Tech-infused apparel—with advanced features such as moisture wicking—is much more likely to hang on racks at sports stores (think Patagonia or REI) than Saks Fifth Avenue (SKS).

And it's no accident that the most resilient technology, such as weatherproof Gore-Tex and sweatproof Coolmax, is generally associated with conquering the great outdoors, not prowling the catwalk. Recently, however, technology-toughened luxury apparel is increasingly offered by high-end retailers. Style-conscious customers are starting to snap it up, lured by promises of nanotech-enabled, nonwrinkle suits and stain-proofed fibers that result in lower dry-cleaning bills. High-tech, high-end clothes are quickly becoming a retail niche with promising revenues.


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