Wicking Technology
TurboDry takes drying technology to the next level by mimicking how trees move water from roots to leaves. Its one-way moisture transfer drives sweat away from the skin, delivering superior comfort and rapid drying. Ideal for an endless range of apparel and textile uses, TurboDry stands out as a game-changer in performance fabric innovation.
Deliverables
Name & Logo
Brand Guide & Launch Strategy
Trade Show Booth Design for & Sales Support
Website Design
Explainer Video & Sales Materials
Situation
TurboDry needed to launch its groundbreaking moisture-wicking technology, inspired by nature’s capillary action. CEO Chad Lawrence wanted to showcase how TurboDry transports moisture away from the skin faster than conventional fabrics. The challenge: build a brand from scratch and debut at Outdoor Retailer—the largest global tradeshow serving the outdoor industry—to capture immediate market attention.
Solution
Focusing on licensing to major textile players (Nike, Under Armour, Lululemon), we developed the brand identity and marketing under “The next revolution in drying technology.” From logo design and brand guidelines to an explainer video and booth materials, every asset underscored TurboDry’s unique one-way moisture transfer. A custom capillary table became the show-stopping demo centerpiece.
Results
The Outdoor Retailer debut propelled TurboDry into the spotlight, earning it a finalist spot for the 2021 Outdoor Retailer Innovation Award. Our cohesive branding and PR efforts generated significant leads among global apparel giants. Since 2020, WaddyFletch has continued to support TurboDry, driving awareness and adoption of its biomimicry-driven fabric solution across the textile industry.
The TurboDry Story
TurboDry’s revolutionary fabric features a patented-pending technology that leverages the science of contact angles and capillary action to naturally transport moisture away from your skin. TurboDry is more than just a wicking technology, it’s a drying technology.
Free Your Body From Sweat
Trapped sweat can reduce comfort and affect performance by depleting the body of its energy. TurboDry fabrics rapidly pull sweat away from the body for easier evaporation.
Taking A Different (Surface Contact) Angle
We’ve carefully engineered the fabric contact angles to create surface tension with the moisture on your skin as a first step to get sweat quickly started on its journey to the outer side of the fabric.
The Capillary Effect – Natural Tech Meets New Use
Once the moisture is in motion, TurboDry relies on capillaries knit into the fabric structure to continue pulling sweat away from your body. This phenomenon, a type of biomimicry, is how plants transport water from their roots to their leaves. It’s natural, physics-based technology that doesn’t rely on added chemicals.
Rapid Moisture Removal
As surface tension and the capillary effect work together to draw sweat away from the body, the moisture moves to the fabric exterior where the droplets spread over a larger space to optimize surface area and quicken the drying process.
Dryness = Comfort
Regular wicking fabrics soak both sides of the fabric equally to allow your sweat to evaporate. TurboDry fabrics are specially knitted to significantly speed up moisture movement from the inside to the outside of the garment. This creates dryness next your skin for instant comfort and enhanced performance.