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Better Fresh® by
Livinguard

Better Fresh® is a patented textile finishing technology that neutralizes odors and suppresses bacterial growth without the use of biocides or heavy metals. It delivers long-lasting freshness by using a non-toxic, physical mechanism to adsorb and deactivate odor molecules and microbes.


This optional finish is available in the premium line of LoopUp garments and supports hygiene, longevity, and sustainability.

Why It Matters

Better Fresh® is a patented textile finishing technology that neutralizes odors and suppresses bacterial growth without the use of biocides or heavy metals. It delivers long-lasting freshness by using a non-toxic, physical mechanism to adsorb and deactivate odor molecules and microbes.
This optional finish is available in the premium line of LoopUp garments and supports hygiene, longevity, and sustainability.

Non-Toxic, Biocide-Free Odor Control

  • Neutralizes odor molecules (e.g., sweat, ammonia) by attracting and binding them to the textile surface.
  • Eliminates odors without masking them or releasing chemicals into the environment.
  • Safe for skin, certified non-toxic and non-cytotoxic.

Microfiber Shedding Reduction

  • Creates a surface finish that strengthens fibers and reduces friction during wear and wash.
  • Enables up to 95% less microfiber shedding during laundry (final lab validation ongoing).
  • Supports compliance with future regulatory targets like the EU Microplastic Strategy 2030.

Antimicrobial Protection Without Resistance Risk

  • Physically disrupts and deactivates bacteria and viruses on contact.
  • Reduces microbial load without promoting antimicrobial resistance.
  • Effective even after 30+ washes.

Regenerates Freshness with Each Wash

  • Wash-activated technology recharges odor and bacteria control performance.
  • Reduces the need for frequent laundering and extends garment lifespan.
  • Maintains the softness and breathability of the original fabric.

Compatible and Scalable

  • Easy to integrate for cotton, polyester, and blends.
  • No change to dyeing or finishing processes required.
  • Adaptable for both apparel and technical textiles.
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Verified Environmental Impact Benefits

Better Fresh® supports more sustainable garment usage and care by cutting down on resource use and pollution:

Impact Category

Microfiber Shedding

Laundry Frequency

Water & Energy Use

Garment Longevity

Chemical Leaching

Impact on fresh water quality

Reduction with Better Fresh®

Up to 95% reduction during home washing

Less odor = fewer wash cycles needed

Lower overall due to less frequent/lower-temperature washing

Increased due to fiber protection and built-in odor prevention

0% – free of biocides, metals, and harmful residues

Safe for recycling (e.g. polyester loops) – no contamination risks

These benefits are driven by:

  • Fewer wash cycles and lower wash temperatures
  • Lower microfiber release into waterways
  • Absence of harmful chemicals or heavy metals
  • Extended garment usability and reduced replacement needs

Source: Livinguard Technologies AG. (2025). Whitepaper on the environmental impact of microfiber shedding from textiles and possible mitigation pathways supported by innovative finishing technologies. Zurich, Switzerland: Livinguard AG.

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LoopUp

LoopUp is RÜTEX 360’s dedicated initiative for developing closed-loop circular solutions in the textile industry.

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LoopUp

LoopUp is RÜTEX 360’s dedicated initiative for developing closed-loop circular solutions in the textile industry.

Learn more