Our Story in 30 seconds... In 2006, award-winning chemist and entrepreneur Byron Dixon devised a formula to combat odours in footwear. This discovery became the foundation of Micro-Fresh®. Like any truly innovative idea, Byron had to work hard to win over sceptics. But as the list of independent verification and accreditations grew (such as OEKO-TEX® 100, one of the world's best-known labels for textiles tested for harmful substances) so did interest from major retailers. John Lewis was the first to integrate Micro-Fresh® technology into their bedding range in 2014, later expanding to include nursery products and bathmats. Today, Micro-Fresh® is used by household-name retailers and manufacturers worldwide, preserving your experience of a brand new product for longer.
For premium reassurance and newness that lasts, look for the Micro-Fresh® label.