High-end department stores in Thailand — such as Central, Emporium, Siam Paragon and The Mall — are
now offering Paris-based Louis Féraud’s men’s shirt collection that features Germany-based BASF AG’s
Non Iron technology. The two companies have partnered in a cobranding promotional effort that
includes labeling the shirts with BASF Non Iron and Louis Féraud hangtags. The collection also will
be offered in Indonesia and Vietnam.
Through BASF’s Non Iron Partner Mill Program, apparel fabric manufacturers meeting BASF’s
requirements for the use of its Non Iron cross-linking technology are able to take advantage of
BASF’s marketing efforts, which include using the Non Iron brand on their products as well as
introductions to apparel brands and trading companies. The technology simplifies care of cotton
apparel, eliminating the need for ironing and ensuring comfort, shape retention and a fresh look,
according to BASF.
Louis Féraud shirts, with Non Iron technology from BASF, were offered in Siam Paragon, a
department store in Bangkok, Thailand.
Photo courtesy of BASF-The Chemical Company, 2006.
Louis Féraud’s new collection includes shirts that are suitable for outdoor to party to work
environments. “Application of the Non Iron technology is the beginning of a new era for the luxury
French line,” said Khun Patcharawan Boonnamsap, director of the board, Cassardi International Co.
Ltd. — the sales and marketing division of Bangkok, Thailand-based importer and brand manufacturer
Boonsiri International Group. “With design, coloration, sewing style and the lifestyle of the new
generation of men, we are confident this collection will be a success. In addition, with the Non
Iron technology, customers can enjoy a modern style and a higher comfort level. It will require
less energy to maintain clothes, something especially invaluable for people when traveling.”
January/February 2007