The Scoop: LABFRESH is an innovative clothing brand that uses patented technology to repel water, stains, and odors from its cotton shirts and pants. The company started with a Kickstarter campaign in 2017, and it has caused a fashion sensation by offering men breathable and wrinkle-free clothing that makes embarrassing sweat stains a thing of the past. Whether they’re going on a first date or business trip, men can wear LABFRESH to give themselves a confidence boost and make a clean first impression.

My first date with my boyfriend didn’t get off to a great start. I’d arrived early and stood outside in the summer sun while he was running late. And I mean literally, he ran about a mile after he couldn’t find parking. By the time he met up with me, he was 10 minutes late, out of breath, and sweating through his T-shirt.

“I know I look a mess,” he panted. “But do I get points for caring?”

Photo of a LABFRESH shirt

LABFRESH uses an innovative treatment to make cotton clothes that resist stains.

Needless to say, the date got off to a rocky beginning, and there was no chance of me hugging or kissing this disheveled, sweat-stained guy. Now, if my boyfriend had had a LABFRESH shirt on, it could have been a different story.

LABFRESH clothes are hydrophobic, which means they repel water, and they’re also antibacterial, which means they stay clean and fresh-smelling — even if the wearer starts to sweat.

Kasper Brandi Petersen co-founded LABFRESH to unlock the potential for cotton clothing to be more comfortable, durable, and sustainable. The Scandinavian startup company uses cutting-edge technology to enhance everyday menswear and disrupt the fashion industry.

“The LABFRESH team is a crazy bunch of entrepreneurs,” according to the website. “They challenge the status quo and go against the grain in a bid to clean up the fashion industry and solve the problems of the modern man.”

Men can don a LABFRESH polo shirt or dress shirt to look stylish and stain-free at all times. These clothes can withstand spilled wine without a blemish, and that can give men greater peace of mind as they go about their day.

The FreshCore™ Treatment Revolutionizes Menswear

Kasper founded his first company when he was just 16 years old, and he has always been passionate about pairing technology with fashion. He and his fiance Lotte Vink saw the great potential for water-repellent and antibacterial properties in clothing, but were disappointed to find major fashion brands weren’t interested in making their products more durable and sustainable because that would mean customers would buy fewer products over their lifetime.

In 2017, Kasper and Lotte launched a Kickstarter campaign for water-repellent cotton shirts, posting an eye-catching video to prove the technology worked, and LABFRESH was off and running.

LABFRESH has used science to create a smart fabric that resists stains and smells. FreshCore™ is a unique treatment mix that makes clothing hydrophobic and antibacterial so they stay fresh even after being worn all day.

“We spent a lot of time developing our treatment and technology from scratch in Switzerland,” Kasper said. “We’re really excited about the practical use cases for our products.”

LABFRESH has appealed to busy professionals who want to look their best and don’t have time to do a lot of ironing or laundry. According to customer surveys, 82% of LABFRESH wearers have university degrees, and more than half of them are unmarried. Kasper said men between 25 and 45 years old seem to be the demographic sweet spot for the brand.


Over the last few years, LABFRESH has built its supply chain and its reputation in the fashion world. Its innovative ideas have gotten media attention from Esquire, Bloomberg, Business Insider, and VICE. The company has 45,000 customers in 98 countries, and it’s still growing.

The team’s hard work and vision have earned recognition from experts in the field. LABFRESH was a finalist in the Accenture Innovation Award, won the Dutch final of Get in the Ring, and received 1000 euros to make antibacterial socks for the homeless.

All LABFRESH products come with a one-year warranty that guarantees optimum stain repellency for 30 washes and odor repellency for 100 washes.

These Shirts Have Your Back on a First Date or Business Trip

LABFRESH can offer the perfect date outfit because it keeps unattractive stains and odors at bay. No matter what happens, guys can feel confident in their appearance and put on a good front, even if they’re sweating like crazy underneath it all.

The stain-resistant technology means a man can wear a clean white shirt and drink red wine or go on a picnic date without stressing out. LABFRESH has put its fabrics to the test by pouring wine and coffee on them, and they come out amazingly blemish-free.

The LABFRESH gray T-shirt has also gotten rave reviews for its ability to block sweat and stay dry on the outside. “I have personally tested it by running 20 kilometers in it,” Kasper told us. “It was soaked on the inside, but the outside looked completely dry. You can wear this T-shirt on the beach in the sunshine and not worry.”

Kasper said most customers have to see LABFRESH work to believe it, so he and his team are working on opening showrooms in Amsterdam and other major cities. LABFRESH currently has seven stores open for business and is in negotiations to open a few more in the coming year.

“It’s important to get people to see the magic and feel it in their hands,” Kasper said. “We use invisible technology on nice, soft cotton, so we want to show people what it’s like in real life.”

Photos of LABFRESH shirts

LABFRESH has lines of casual wear and dress wear to suit just about any occasion.

Customers from around the world can shop online and read reviews to get a sense of the unique qualities and benefits of LABFRESH clothing.

Whenever Lotte is feeling stressed out, she likes to get on her laptop and read customer testimonials to remind herself why she and Kasper founded LABFRESH in the first place. Some guys say they nailed a business presentation or proposed to a girlfriend in a LABFRESH dress shirt. Their positive comments make it all seem worthwhile.

“After my first LABFRESH experience I literally threw my old school dress shirts and socks in the bin,” said Dr. Mark Levin, CEO of Keynote. “Even some seriously expensive bespoke shirts.”

LABFRESH Helps Single Men Dress to Impress

First dates can be nerve-wracking because you have a small window of time to win a stranger over and show off your most attractive qualities. The pressure alone is enough to make a guy sweat, and that doesn’t make for a great first impression.

Fortunately, LABFRESH can offer a clean and simple solution by using the latest technology in the fashion industry. Kasper and Lotte have pushed the boundaries of menswear and developed cotton shirts and pants that effectively repel water-based stains and odors. That means a single guy can sweat out a date on the inside without a drop showing on the outside.

“With LABFRESH, you are always fresh when you arrive,” Kasper said. “It can give you a lot more confidence if you go on a date after work because LABFRESH ensures you still smell good and look great.”

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