Woodland brings cooling technology for shoes, shirts

The use of technology is not restricted only up to gizmos and gadgets. Now, its turn for shoes and shirts as well.

Footwear major Woodland has brought technically innovative cooling shirts and shoes which controls human body temperature in extreme temperature conditions in India.

It is the only company in India to offer such tech-based clothing and is all geared to spread the word, claims Woodland. A special battery operated collars and soles keeps shirt and shoes cool for eight hours.

Speaking on this Harkirat Singh, managing director, Woodland said, "Our technology-based products for these summers that include super charged cotton collection, Woodland Cooling Shirt, Woodland Cooling Shoes, Woodland Wet Wick Collection are the most exciting range this season and we believe the collections will be well appreciated by the consumers. The super charged cotton apparel collection from Woodland is a special culmination of innovation and tradition. Normal cotton fabric infused with high performance material makes this collection unique, suiting the needs of people who dwell in the tropical regions of the country. The result is worldRss first performance cotton apparels that dries five times faster than ordinary cotton."

He added, "We are sourcing this technology from a Hyderabad based company and it is developed by a NASA Scientist. We have licensed this technology exclusively fro Woodland.

The shoes and apparels are made in Delhi. We have signed a third party agreement for this company. We have R & D centres in Italy, Hong Kong and New Delhi. We are investing Rs 300 crore for technology innovation and expansion. Also, we are bringing few more technology based innovations for apparels and shoes.

The cooling shirt priced at Rs 9000 and shoes are priced between Rs 6000 to Rs 8000. ·

Woodland is planning to promote one of its old brands, by opening around 30 Woods in the year.

This would focus more on the fashion needs of women. Sixty per cent of Woods would be focused on women, while the rest would be for men. Woods contributes around 20 per cent of total sales.

The company, which clocked Rs 850 crore sales last year, is expecting the sales to touch Rs 1,000 crore this fiscal year. It has production facilities in Himachal Pradesh and Uttaranchal, apart from manufacturing through vendors in cities like Bangalore and Mumbai.