By Cheryl V. Jackson
The Chicago Sun-Times
 Photo Richard A. Chapman/Sun-Times CEO Gene Cone, left, and Nick Federico, director of product development, demonstrate their company’s driFIRE Performance Wear. |
CHICAGO — Following fashion weeks in New York, Europe and Chicago, Gene Cone is at McCormick Place peddling his clothing line — and taking pride in knowing it has the potential to be the least hot with wearers.
All the better to keep them safe, figures the CEO of driFIRE, maker of the driFIRE Performance FR Wear that wicks sweat from the body and self-extinguishes flame.
“All of these are tailored for whatever the industry is,” Cone beamed of the 30-item line being exhibited at a national safety conference show last week.
The apparel is a big improvement over existing safety undergarments, which could protect the wearer, such as fire and military personnel, from flames. But those garments absorb perspiration, they weigh heavily, and they build up heat in the wearer. Further, flame-resistant garments on the market are chemically treated and lose that characteristic over time.
Still other material on the market could wick away perspiration, creating a cooling effect, but the material could burn.
DriFIRE’s material combines the best of both: wicking and flame-resistance. The innovative combination earned driFIRE a 2007 Chicago Innovation Award.
The company was originally part of Safety Systems Corp., which developed tactical equipment for the military, law enforcement and firefighters. Responding to user requests, three years ago it set out to develop a fabric that could be worn under body armor and uniforms, but would not fuse to the body when exposed to fire.
Chicago-based Sterling Capital Partners acquired Safety Systems in 2004, and earlier this year spun off driFIRE into a separate privately held firm.
The company began selling the clothing line primarily to a miliary and firefighter customer base in January, and launched its second generation in May.
The current line includes T-shirts, pants, boxers, sports bras, women’s briefs, socks and head coverings.
To generate buzz for the products and work off older inventory last spring, driFIRE offered early versions of the clothing at reduced prices to friends and family of active-duty U.S. soldiers. Those deployed in Iraq typically work in 120-degree temperatures wearing body armor and commercial undergarments that retain moisture and potentially contribute to cases of heat stroke or hypothermia.
Civilians aren’t being left out.
The operation can meet specs for any industry, Cone said.
Chemical or electrical companies might prefer their workers in lime green attire for high visibility, while fire department chiefs and refinery supervisors tend to want to sport white woven dress button-down shirts, he said. In any event, driFIRE can have them covered.
“We make garments specific for just about anything,” said Cone, a 26-year textile business veteran brought on board about seven weeks ago to helm driFIRE.
The company plans to go into the active market, providing fleece sweatshirts and running clothes for those who need no fire resistance in their workout attire.
“Our goal is to have everything more fashionable,” Cone said.
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