This new Canadian clothing line claims to kill COVID-19 particles on contact

Technology-infused protective clothing is the new trend in COVID-era fashion 

You’ve got your masks, you’ve got your physical distancing, you’ve got your vaccine, but don’t forget your… trench coat? That’s what Canadian brand NONIE, worn by the likes of Megan Markle, is suggesting with their new antiviral trench coat that has the potential to stop the spread of COVID-19 & SARS viruses.

The fully recyclable, sustainable womenswear brand has partnered with patent-protected athletic scrubs brand FOLDS to make the outerwear staple you apparently didn’t know you needed.

Beyond the clean lines, roomy shape and earthy, muted colourways that make the trench wearable, the brand is using patent-protected nanotechnology to fuse every fiber of the garment with silver and carbon ions. This purports to kill COVID-19 & SARS viruses immediately, preventing them from multiplying on the fabric. The fabric also has zero microfiber release which stops the virus or bacteria from coming off the fabric and being inhaled by the wearer or someone nearby.

NONIE isn’t the first to bring pandemic-conscious clothes into the fashion scene; Diesel claimed to create anti-viral denim material to stop COVID in 2020, an Italian luxury brand called Albini Group created a Viroformula fabric for companies like Prada and Armani that uses silver to kill the virus upon contact and Toronto-based biotech company IFTNA created an anti-viral chemical fabric coating claiming to do the same.

When asked if antiviral materials will become a mainstay in fashion design, NONIE founder, Nina Kharey is hopeful.

“Clothing needs to be more functional now. It absolutely has a role in protecting us.”

Retailing at $790.67, the trench definitely comes at a price, but may provide some stylish peace of mind for the more COVID-conscious, fashion-forward shopper.

Experts have stated that COVID-19 mostly spreads through airborne respiratory droplets, and it’s been largely reported that the virus rarely spreads through surfaces, or fomite transfer. So it’s likely COVID-killing technology in clothing fabric will only do so much to stop the spread – but for the extra pandemic-conscious consumer, this might make you feel a little safer during those shopping trips to the packed grocery store.

Kharey says that a shift in recent years toward more purpose-driven purchasing has heavily influenced demand for brands, like NONIE, that offer 100% recyclable, sustainable clothing options.

“I think people are becoming more and more aware of the waste and consumerism in the [fashion] industry.”

You may recognize the brand from pictures of 2018-era Meghan Markle, who was spotted not once, but twice wearing a sleeveless, belted NONIE trench dress. With re-wear potential fit for a Duchess and an eco-conscious, socially responsible approach to design, NONIE’s pieces (known in the sustainable fashion world as “circular garments”) are sure to become increasingly popular.

“Fashion is one of the biggest polluting industries in the world,” says Nina. “Fashion needs to become more eco conscious; the industry contributes over 40 million tonnes of fabric to landfills every year.”

If you’re interested in buying into the newest COVID-era fashion and technology and you’re on the market for a new fall coat, this might be the purchase for you!

Article exclusive to Streets Of Toronto