Diesel launches denim treatment that halts 99% of viral activity

Italian denim giant Diesel has just launched what it is calling “virus-fighting” denim – treated with an innovative application called ViralOff, from Swedish company Polygiene, that is said to “physically halt 99% of any viral activity.”

Diesel says it has a 100% exclusive on denim for the treatment and it is being used on a selection of the brand’s SS21 denim styles, with plans to implement it on a greater range of products moving forward.

ViralOff is a technology that has shown its potency against a wide range of viruses, including COVID-19. It is the result of Polygiene’s extensive efforts in garment protection which it started to research with the SARS epidemic in the early 2000’s.

The technology is “always on” and has the capacity to disable 99% of viral activity within two hours of contact between pathogens and fabric. The treatment is said to last the lifetime of the garment and “with lower wash cycles the garment life is extended and water and energy use are reduced,” adding to its sustainability.