(Graphic: Business Wire)

Hanes, America's No. 1 apparel label and flagship brand of HanesBrands (NYSE: HBI), is launching FreshIQ TM Advanced Odor Protection Technology across its line of men's underwear, socks, T-shirts and fleece products.

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(Graphic: Business Wire)

(Graphic: Business Wire)

Hanes FreshIQ underwear and socks, which offer antimicrobial protection, for men are available at major retailers and directly to consumers through the brand's website and in owned stores. Additional products will be introduced through fall of 2017. Marketing support, including a campaign to " End the Smellfie," debuted Oct. 31 with national television commercials and coordinated digital advertising.

" FreshIQ will differentiate Hanes and be a competitive advantage in the marketplace - exactly what we are trying to accomplish with our Innovate to Elevate strategy," said HanesBrands Chief Executive Officer Gerald W. Evans Jr. "We are the first mainstream brand to include odor-control technology in everyday underwear and socks, and research among consumers indicates that this benefit will generate organic core growth in our basics line."

Sidney Falken, chief branding officer for HanesBrands, added, "We are really proud of our long history of innovations that provide consumers with superior comfort. From the Tagless T-shirt to X-Temp underwear and socks to ComfortFlex Fit bras, we are on a mission to make the world a more comfortable place."

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