Imagine spilling coffee on your shirt and not thinking twice about it, or going confidently from a sweaty work out to your desk.
That's what apparel start-up Ably promises customers with its new "everything resistant" shirt.
Brothers Raj and Akhil Shah, who created several fashion brands under their previous company Shah Safari, have invented a technology they claim makes cotton, silk and other fabrics stain and sweat-resistant.
The technology, which they call Filium, "activates" hydrophobic properties in natural fabrics using a trade secret they would not disclose. It doesn't use any synthetic or nanotechnology materials.
If you spill wine on your shirt, the droplets bounce right off, they say. Any residue can be easily cleaned by adding a small amount of water.
CNBC tested the T-shirts, wearing them for three straight days — through work outs, meals and sleeping. Two of the three staff members were happy with the product's sweat and water resistance, while one staffer said the shirt retained some sweat.
The pair recently closed a Kickstarter campaign, which drew 4,900 backers who pledged $540,112 in funding. Additionally, Akhil and Raj have personally invested seven figures in developing Filium technology and the Ably brand.
They have begun shipping products to backers and are looking into retail sales.