GQ Apparel’s denim segment was just launched this August and underscores the company’s commitment to innovation, superior textile performance and to solving consumer pain points. By integrating HeiQ’s biobased technology HeiQ Cool, the new GQ Cool Tech™ Jeans introduce a new era of denim that exceeds the expectations of modern consumers who value quality, functionality, and environmental responsibility.

Thailand’s traditionally hot weather makes it impractical to wear jeans as they become too warm. The localized application of HeiQ Cool in the leg zone solves this problem by providing wearers with an immediate cool sensation when putting the jeans on, and continuous cooling throughout the day.

The cooling technology, paired with a detailed, pain-point solving design, underwent an intense research and development process with more than 500 prototypes tested. 95% of consumers who took part in a wear trial preferred the GQ Cool Tech™ Jeans to their usual ones.

Praised by local media for their innovative design, the jeans have become a viral sensation in Thailand, with videos showing the cooling technology amassing millions of views, likes, and shares since the launch.

GQ Apparel’s and HeiQ’s partnership sets a new benchmark for the industry and aligns with both companies’ commitment to sustainability.

Mike Abbott, Head of HeiQ Textiles & Flooring business unit, commented: “We are thrilled to partner with GQ Apparel, a company that shares our dedication to innovation and sustainability. This unique collaboration not only strengthens our presence in the Southeast Asian market but also highlights our commitment to developing differentiating biobased solutions that set new benchmarks in the textile industry.”

George Hartel, Chief Commercial Officer of GQ Apparel, added: “At GQ Apparel, we’ve always pushed the boundaries of what’s possible in apparel by embracing technology. Our partnership with HeiQ marks another bold step in our journey to solve real-world challenges through innovation. With GQ Cool Tech™ Jeans, we’re not just setting a new standard for denim in Southeast Asia – we’re redefining comfort in a way that truly resonates with our customers. This collaboration showcases our commitment to the relentless pursuit of solutions that make life better for people living in hot climates.”