Development of an ecological, high performance Durable Water Repellent (DWR) coating

without compromising on lasting performance, comfort and breathability. A presentation by Theo Verweerden, CEO, Lamoral.

For years, the DWR has relied on fluorocarbon-based treatments that are highly effective and extraordinarily durable. Unfortunately, its by-products are toxic and persist in the environment, a combination that makes it unacceptable despite its excellent performance.

Many coatings that are fluoro-free today have a short life span, a water repellent rain shell functionally degrades into a wind shell long before the garment itself wears out. Lamoral has instead fast-forwarded the future and is leading the transition of the phasing out of fluoro surfactants on textiles through a revolutionary innovation product development.

Interview

Question 1: What drives you?
Today we face a global issue:
we are in an era of overconsumption, we don’t live in a sustainable way, things do not last.
Drastically reduce the replacement of materials and opening new markets through a unique technologies and key collaborations with diverse industries is what drives me..

Question 2: Why should the delegate attend your presentation?
Grow your brand
Go Beyond performance
Be the cleanest

Question 3: What emerging technologies/trends do you see as having the greatest potential in the short and long run?
Phasing out a fluor based DWR coating while searching and optimizing performance.

Question 4: What kind of impact do you expect them to have?
Grow the brands with honest and sustainable products while improving the performance.

Question 5: What are the barriers that might stand in the way?
Brand recognition, fighting the existing technologies ( changing is hard)

About Theo Verweerden
Entrepreneur and International Executive
Senior executive leadership

Highly experienced international executive with 25 years career in global material sciences, industrial and chemical industries- strategic planning, culture change, effective people management, portfolio transformations, turnaround, P&L responsibility, startups, entrepreneurial, partnerships and joint ventures.

Before Theo Verweerden founded Lamoral Coatings he held the position of Executive Marketing Director at DSM Corporate. He started his career in 1992 in production and engineering in Morton International. In the years thereafter he moved to business and marketing roles with increased responsibilities. Before joining DSM Theo worked till 2008 as global marketing director with Rohm and Haas. Theo holds a MsC degree in chemical engineering (TUE) , a bachelor degree in business management (UU) and MBA certificates with Wharton, IMD and St. Gallen business schools.

Career highlights:

  • Entrepreneur: Founded the start up Lamoral Coatings (clean tech technology). Defining and entering industry applications. Keeping materials as they are by durable technology.
  • Business and M&S leadership at DSM and R&H: assessed, ignited, instilled and implemented M&S capabilities, managed the M&S function and changed a highly complex and diversified organization from product centric to become customer centric leading to 100 MM Euro EBIT improvement.
  • Led the corporate strategic dialogue at DSM with the managing board in the sustainability work stream. Industry leadership supported by top ranking DSM in the Dow Jones sustainability index.
  • Societal leadership: leading sustainability programs, setting up venture AIF in Rwanda-Africa in partnership with World Food Program and Clinton Health Access Initiative and driving the sustainability program in DSM. Recently DSM is ranked #2 at Fortunes “Change the world list” referring to my project.

About Lamoral
The Lamoral Group was launched in 2016 with the aim of developing and marketing the unique Lamoral® coating technology. The driving forces behind the company are a number of innovative entrepreneurs / investors, active in the field of sustainable technologies. The business model is aimed at selling a sustainable coating as a business-to-business product whereby ‘ingredient branding’ is used to create brand awareness with the consumer in order to stimulate sales. The market segments Lamoral® targets are building and construction, textiles and signage.

The Lamoral polymer coatings are designed to withstand the most extreme and unique conditions. The product characteristics of the Lamoral® coatings consist of a combination of full UV stability, long-term water and dirt repellency and very high resistance to chemicals. On the basis of these properties unique selling points are created such as very durable corrosion protection and durable easy cleaning. We live in an era of over consumption, things do not last. Our mission is to drastically reduce the replacement of materials. Creating a beautiful world sustainable enough for future generations to enjoy. Lamoral® is a very thin coating which offers extreme durable protection, more than a lifetime. Materials protected with Lamoral® stay as new as the first day – year after year. an innovative technology allowing you to control the effects of time.

Theo Verweerden is speaker at the 2021 edition of the Materials 4 Sustainable Fashion Conference.

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