MRO Magazine

First Spanx Executives to Embark on Entrepreneurial Path with Brrr!(TM), Ready to Wow Global Market

May 18, 2015
By PRN NewsWire

ATLANTA, May 18, 2015 /PRNewswire/ — Just in time for the heat, former Spanx executives Mary-Cathryn Kolb and Tosha Hays have combined their extensive experience in the fashion and textile industries to form global fashion-tech company, Brrr!(TM).

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With Silicon Valley and Southeast seed capital from investors including Bob Kavner, Larry Marcus and Doug Sellers, Kolb and Hays are primed to disrupt the performance textile manufacturing and merchandising category. With a proprietary technology, they have engineered a permanently cool, powered by air, fabric that is designed for everyday use, with the style and purpose that today’s consumers expect from their apparel and accessories.

“Consumers want more utility from their clothing and accessories without compromising fashion,” states Mary-Cathryn Kolb, co-founder and CEO of Brrr!. “Tosha and I learned a great deal about what it takes to invent or disrupt within a category sub-set like Ready-to-Wear from our past careers at global fashion brands. As important, our 20-plus years in this industry gives us a relationship base that’s opening doors for us quickly, despite being a startup on paper. Our vision is ambitious and attainable… change the performance textile global marketplace forever.”

Brrr!’s proprietary technology, BrrrX(TM), creates a fabric that is permanently cool, moisture wicking and offers UV/SPF protection. Brrr!’s initial product line consists of five pieces, which are all available on its e-commerce site –

— The CoolWrap scarf is 68 inches long by 25 inches wide and comes in 12 colors and patterns giving customers enough options to accessorize their entire wardrobe. It retails for $58. — The FlashFreeze is a smaller version of the CoolWrap that’s perfect for outdoor use or while working out. The Bandana (22 inches x 22 inches) retails for $49, and comes in seven colors and patterns. — The CoolNester is a sleeved scarf offering the perfect combination of UV protection and a dash of cold for those who want to keep their arms covered. With four different colors to choose from, it retails for $98. — The CoolClutch is a 10 inches wide by 7 inches long handheld clutch lined with Brrr!’s proprietary fabric, keeping everything it comes in contact with cool to the touch. Pack it with your favorite CoolWrap for an extra burst of cold. The CoolClutch retails for $68. — The CoolClutch Mini is perfect for those hot summer nights when you just want something cool to hold your lipstick and your phone, not to mention the FlashFreeze fits perfectly inside giving it an added boost of cool. At 7 1/2 inches wide by 5 inches long it retails for $45.

“I’ve spent months developing and refining this one-of-a-kind fabric that we’ve turned into a beautiful collection,” states Tosha Hays, co-founder and head designer of Brrr!. “Our proprietary technology enables us to manufacture a permanently cool fabric, that’s powered by air, so consumers can now rely on their clothes to not just warm them, but also cool them in the harshest environment without compromising style and beauty.”

Beyond its e-commerce and branded retail strategy, the company is already receiving enthusiastic response to licensing the fabric for exclusive, private label goods at some of the country’s premier lifestyle brands.

“As a technology industry investor, I see numerous technologies that purport to change an industry, but what Tosha and Mary-Cathryn have brought to the table is more than technology,” states Investor Bob Kavner. “Their fashion pedigree, combined with extensive knowledge and understanding of the textile and merchandise industries, means they not only have a cool fabric technology, they also have the leadership and management skills to bring this fabric to market in a way that will reinvent the way manufactured goods play a role in people’s lives.”

To learn more about the product line, visit

About Brrr!

Brrr!(TM) is an Atlanta-based, women-owned global fashion-tech startup that manufacturers women and men’s ready-to-wear, accessories and home goods. Brrr! also licenses its BrrrX(TM) proprietary technology to some of the world’s most recognized brands, under the “cooled only by BrrrX” trademark. For more information, visit

Media Contact: Christy Olliff Trevelino/Keller 404-214-0722 ext. 117

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