American Menswear ''Ripe'' for Enhanced Freshness.

NORWALK, Conn. -- Study of U.S. consumers reveals more than half of male shoppers are willing to pay a premium for clothing and textiles that stay fresher, longer

A higher percentage of men than women are willing to pay a premium for clothing and textiles treated for long-lasting freshness, according to a recent study on the purchasing preferences of U.S. consumers commissioned by Arch Chemicals, Inc., manufacturer of Purista(R), the performance finish that helps keep clothes fresher for longer.

The survey of 2,000 U.S. adults between the ages of 18 and 64 was conducted by Taylor Nelson Sofres, Inc., one of the world's leading independent international market research firms, and included a margin of error of one percent. This study revealed that four out of five U.S. adults (81 percent) lack awareness that freshness-enhancing treatments for clothing and textiles are available, yet nearly half (48 percent) - including more than half of male consumers (51 percent) - reported that, given the opportunity, they would be willing to pay more for clothing and textiles manufactured with freshness-enhancing treatments.

Applied to textiles at the manufacturing level, Purista(R) textile freshness-enhancing treatment protects clothing and other fabrics from odor-causing bacteria to provide a long-lasting "fresh finish" that allows fabrics to maintain that just-washed feeling longer.

"While women's preferences are not far behind, these findings buck conventional wisdom about men's preferences for clothing and should be a wake-up call to menswear buyers and manufacturers," said Peter Cowey, international business manager for Purista(R) textile treatments. "When you stop to think about it, it's really not all that surprising that men look for items that feature added-value finishes and non-iron properties considering they typically have smaller wardrobes, wear suits and other items multiple times between washings and avoid ironing as much as possible. Purista(R) is a great way for retailers to differentiate their garments in a highly competitive marketplace and entice more men to buy."

The study found that the freshness-treated garments men would be most interested in purchasing are socks (44 percent), shirts and tops (44 percent) and pants and slacks (42 percent). Other freshness-treated items men said they would purchase include bed linens (52 percent) and domestic kitchen and bath towels (46 percent).

Among female respondents, 45 percent reported they would be willing to pay more for treated versus untreated clothing and textiles, and expressed the strongest purchasing preference toward freshness-treated bed linens (60 percent), domestic towels (54 percent) and shirts and tops (48 percent).

"This survey further substantiates that the U.S. market is ready for this product," added Cowey. "Americans' busy lifestyles demand clothing and home textiles that continue to look and feel good for extended periods of time. Clothing and textile manufacturers and retailers have a tremendous opportunity to cost-effectively meet this demand with an easy-to-implement treatment like Purista(R) , while adding value and appeal."

About the Purista(R) Brand

Purista(R) is the consumer brand name for Arch Chemicals' antimicrobial treatment that helps keep textiles fresh and clean longer by controlling the growth of odor-causing bacteria arising in everyday use. It is unique in three ways: technical performance, durability and its brand positioning. In October 2005, the U.S. EPA accepted a registration amendment to include the use of Purista(R) treatments on apparel and other textiles. Purista(R) freshness-enhancing treatment is currently used by more than 30 retailers, including GEORGE, NEXT, Moss Bros and Tesco, on such items as socks, suit linings, towels and linen. For more information about Purista(R) treatments, please visit http://www.purista.biz/.

About Arch Chemicals, Inc.

Headquartered in Norwalk, Conn., Arch Chemicals, Inc. is a global specialty chemicals company with approximately $1.3 billion in annual sales. Arch and its subsidiaries have market leadership positions in the Treatment and Performance Products business segments, where they serve leading customers with forward-looking solutions to meet their chemical needs. Together with its subsidiaries, Arch has approximately 3,000 employees and manufacturing and customer-support facilities in North and South America, Europe, Asia and Africa.