Collapsible high-heel shoes, anti-microbial socks, stain-resistant khakis--these are just a few of the technologies finding their way into the women's apparel market. New lines account for the female consumer whether they involve moisture-wicking fabrications or PDA accessories. Sometimes the technology involves a fashion trend--like girls-night-out-worthy light-up sandals at Wal-Mart under the No Boundaries line this spring. More often, however, the technology involves product functionality--like insect repellency. This attribute is one of the newest unions of science and apparel. Specialist L.L. Bean recently picked up the aptly named Buzz Off Insect Shield brand, currently rolling it out in women's, men's and children's. Some items are constructed from Buzz Off Insect Shield Sun Blocking fabric, including SPF 30+ hats, while others, like hiking socks at $19.50, simply feature insect repellency.

Others have carried this technology: first Ex Officio apparel, which sells direct and to outdoor retailers; and second by travel-focused Orvis, which acquired Ex Officio in 2000. However, more mainstream L.L. Bean should give Buzz Off a wider audience, allowing consumers to literally protect themselves head-to-toe.

"It's a new line for us; we are the third retailer to come out with it and have one of the biggest lines," said David Findlay, L.L. Bean hunt/fish product line manager. "We carry everything from T-shirts to jeans to what we call our 'tropic wear.' It's great for the whole family--from real outdoorsmen who are going to go out into the backwoods all the way to backyard barbeques."


The patent-pending technology behind Buzz Off involves a man-made version of permethrin, a repellant naturally found in chrysanthemums. The process binds this substance to the fabric and lasts through 25 washes, eliminating the need for spray or lotion repellents.

"We started developing this technology in the mid '90s and it is the only EPA-registered product that's out there; it took eight years to get EPA approval [in 2003]," said Richard Lane, president of Buzz Off insect shield and inventor of the process. "It truly provides broad-spectrum personal insect protection."

With health concerns due to insect-born diseases, including the mosquito-transmitted West Nile virus and Lyme disease which is carried by deer ticks, consumers are responding dramatically to this product attribute--not just the traditional audience of outdoorsy types. Buzz Off also deters less pernicious pests including flies and ants. It is also an option for consumers who are averse to traditional topical chemical repellents, which often have a strong scent, unlike odorless Buzz Off.

If it sounds too good to be true, Lane noted that the United States Military Academy at West Point was "spending millions treating Lyme disease contracted during boot camp. We eradicated instances of Lyme in cadets in one season and have saved them approximately $800,000 a year."

Sales of Ex Officio Buzz Off apparel were up 110% last year according to Lane, a good sign for L.L. Bean. Whether for herself, her husband or her children, mom has a new, high-tech way to dress for the Great Outdoors.