Marks & Spencer and Siemens are teaming up to promote what is claimed to be the UK’s first “wash-and-tumble” suit.
Manufactured by Israel-based Bagir, which produces one in six suits sold in the UK, the garment is being rolled out exclusively through M&S stores.
The companies claim the suit can be washed and dried and retain its shape and quality, without the need for dry cleaning.
It follows Bagir’s launch of the first wash and drip-dry suit in 2003.
Siemens has taken advertising space in the latest M&S magazine and is also placing washing machines in selected M&S menswear zones for a month to demonstrate the suit’s capabilities. Siemens will also be directing people to their nearest dealer.
Launching the suit, Stuart Rose, M&S chief executive, says the chain could incorporate the garment into its recently unveiled “Look behind the label” initiative, which highlights its ethically sourced ranges.
Offer Gilboa, Bagir chief executive, says: “In every area, from cars to mobile phones, people are looking for comfort, ease and beauty. Consumers wanted a suit that is easy to look after and as comfortable as sportswear, but without compromising on price.”
Bagir is also developing a suit featuring “wearable electronics” such as an i-Pod.