For medical professionals, every second counts during an emergency. Their only line of defence is to stay cool, comfortable and prepared. They are in a race against the clock and this is the race that matters most.
Arya has launched an initial collection of five pieces for women Two tops, two pairs of trousers, and one jacket
This was the insight behind Arya, the new high-performance collection, and its supporting advertising campaign by Jaanuu, a leading direct-to-consumer brand in the global medical apparel industry.
Jaanuu has several medical apparel collections, each incorporating a performance fabric and style. Recognising that every day for a medical professional is different and no day is easy, Jaanuu says it is committed to giving medical professionals different styles and fabrics to meet their needs.
Arya, an athletic-inspired collection, is engineered for rapid response and unconfined movement. It is anchored in JeoFlex, a breakthrough technical fabric designed to be extremely lightweight, breathable, and strong.
“Emergency ‘code’ situations in hospitals and clinics demand performance fabric that enables the medical professional to keep up with fast-paced, high-stress situations,” says Shireen Jamehdor, design director, Jaanuu.
“Our new JeoFlex fabrication is designed to deliver speed and performance in a stylish new collection unlike anything in the industry.”
The company surveyed over 1,000 medical professionals and held small focus groups to better understand what they need from their scrubs. Overwhelmingly, Jaanuu learned that the need for speed and performance ranked highest, during emergency situations when running is the immediate response. Arya (which in Sanskrit can mean extraordinary, noble) comes in response to those needs.
Expanding its suite of proprietary fabrics, JeoFlex was designed to Jaanuu’s specifications by Jaanuu’s design director and a team of textile experts. Made to move freely and breathe easily, the four-way stretch, high-performance fabric wicks moisture away from the body and is quick to dry. An antimicrobial finish keeps the fabric protected, and its wrinkle and fade-resistant properties add to its ease and durability, according to the company.
The Arya collection is said to feature fits which are relaxed yet tailored, with multiple forms of pocket storage (zippered, layered, and extra deep) and D-ring badge holders. Inspired by athletic wear, it’s also distinguished by subtle reflective-tape accents that “set these scrubs apart from others in the market”, the company adds.
Arya launches with an initial collection of five pieces for women: two tops; two trousers; and one jacket. They include V-neck and half-zip tops (US$39-$44) and skinny and drawcord cargo pants (US$49) in black, heathered grey and heathered navy JeoFlex, complemented by a zip-front jacket (US$69), crafted in PonteLux, one of the company’s other proprietary fabrics.
“We took a scientific approach to design JeoFlex and the Arya collection, emphasising lightweight comfort and rapid-response performance,” adds Shaan Sethi, founder and CEO of Jaanuu.
“Medical professionals often pick scrubs based on what they’re doing that day, or how they’re feeling, and with our merging of fashion and function, Jaanuu has a solution for them each and every day. No other brand has the breadth of fabrics, styles, and functionality, and we’re only at the tip of the iceberg in terms of what is to come from Jaanuu.”