brrr° is a leader in cooling fabric innovation. Its patented technology combines natural cooling minerals, active wicking and rapid drying to create a “Triple Chill Effect” that instantly and continuously draws heat and moisture away from the skin. Because brrr° technology is a permanent part of the structure of the yarn, it won’t ever fade or wash out. Independent tests by globally respected labs show that brrr°’s cooling capabilities outperform other brands on the market. Retailers including Greyson, Southern Tide and The Game have licensed the cooling technology to make their products better with brrr°.