Beanpole debuts its washable linen products

Having studied for an year and a half, Cheil Industries’ Beanpole announced on Wednesday that it has successfully made up for the demerits of “linen,” high-end summer fabric, to develop “Delight Linen” and marketed products manufactured with its newly-developed linen. The news is the groundwork that the brand would lead the Cool-Biz Look market (dressed-down code for summer season) with its 61 years of textile technology.

“We are the first one to introduce linen clothing that is washable and wrinklefree as they are made of natural substance of linen and functional fabric of polyester” said sources from the company. “This the masterwork that shows our company’s state-of-the-art technology.”

While Linen has been considered as a representative fabric for the summer with the feeling of high-class and refreshment, it should be dry-cleaned as it is easily affected by water and is easy to crease and bend. The company explained that to complement these demerits by mixing other yarn requires rather complicated technologies, which has been the entry barrier for other companies.

Starting from April 17, Beanpole began the sales of pique shirts (collared shirts), jacket, cardigan and round neck t-shirts, all of which are made of its newly-developed delight linen. In particular, the pique shirts that are made of linen from northern Normandy of France sold some 1,500 for the first three days of their release.

kimhs@donga.com