# Coastal Cooling Clothing Southern Tide and brrr° Partnered to Develop Performance Apparel By Laura McQuarrie | Published 2019-01-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/cooling-clothing References: [prnewswire](https://www.prnewswire.com/news-releases/southern-tide-partners-with-brrr-on-cooling-performance-collection-300782475.html) & [brrr](http://www.brrr.com) As part of its Spring/Summer 2019 collection for men, Southern Tide is introducing a range of [performance cooling clothing](https://www.trendhunter.com/trends/zenflow-power-cooling-jacket) that helps to draw heat and moisture away from the skin, thanks to brrr°, a [performance fabric](https://www.trendhunter.com/trends/coolia-activewear). Thanks to its partnership with brrr°, Southern Tide is now introducing a range of styles that deliver a Triple Chill Effect, which is cool to the touch and beneficial for lowering the temperature of the skin. The efficacy of these fabrics have been rigorously lab-tested and proven to come out on top when it comes to their cooling properties. Southern Tide will be introducing this [cooling technology](https://www.trendhunter.com/trends/wearable-cooling) on styles like its Gulf Short for men, as well as polos and sports shirts. In the year ahead, more styles featuring brrr° technology are set to be unveiled. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 23% | Activity: 27% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Why This Trend Is Growing - **Performance Cooling Clothing:** The development of performance cooling clothing using innovative fabric technology presents disruptive innovation opportunities in the fashion industry. - **Triple Chill Effect:** The introduction of the Triple Chill Effect in clothing offers a unique value proposition and can disrupt the market by providing enhanced cooling capabilities. - **Brrr° Technology:** The incorporation of brrr° technology in apparel opens up opportunities for disruptive innovation by creating garments that draw heat and moisture away from the body. ### Industries Being Reshaped - **Fashion:** The fashion industry can leverage performance cooling clothing to enhance product offerings and stay ahead of competitors. - **Sportswear:** The sportswear industry can benefit from the Triple Chill Effect technology by providing athletes with clothing that actively helps regulate body temperature during physical activity. - **Textile Manufacturing:** The incorporation of brrr° technology in fabric production presents disruptive innovation opportunities for textile manufacturers looking to cater to the demand for cooling apparel. ## Related on Trend Hunter - [Cooling Antibacterial Apparel](https://www.trendhunter.com/trends/popilush-bluetag.md) - [Cooling Graphene-Infused Polos](https://www.trendhunter.com/trends/khl-shadow-polo.md) - [Adaptable Anti-Odor T-Shirts](https://www.trendhunter.com/trends/wellen-patinatech-tshirt.md) - [Humorous Beer-Centric Formal Wear](https://www.trendhunter.com/trends/cold-tux-and-brrrtie.md) - [Temperature-Regulating Sports Bras](https://www.trendhunter.com/trends/temperature-regulating-sports-bra.md) - [Comfortable Cooling Comforters](https://www.trendhunter.com/trends/cooling-comforter1.md) - [Quick-Cooling Bedding](https://www.trendhunter.com/trends/bedsures-cooling-bedding.md) - [Cooling Intimate Essentials Collections](https://www.trendhunter.com/trends/cool-essential-collection.md) - [Reversible Cooling Comforters](https://www.trendhunter.com/trends/reversible-cooling-comforter.md)