Our interview with DX Apparel marketing director and cyclist Troy Dominy, on being creative with branding and with cycling comfort.
[DX] What do you find is the most important aspect or feature of your apparel when you are burning up the Tempe, AZ pavement on your bike?
[TD] When I'm on a ride I've got to have aerodynamic, friction resistant gear. I just can't be fussing mid ride with apparel that doesn't flex with my movements. It's annoying and it's dangerous.
[DX] Troy you've been road testing one of our base layer solutions for a month now. What's the feedback?
[TD] It's only one component of the full medical uniform, but this is a highly breathable, very flexible layer that just performs! It's been in the mid to upper 80s in the mornings here in Arizona, and the layer has wicked away sweat, like a champ. The only thing I feel on my torso is wind; like I said it breathes. Here's the bottom line: if it performs really well for a cyclist, it'll perform well for a healthcare shift. After about 7 rides with it so far, I'd consider this one "athlete approved."
[DX] How might you envision the features important to endurance cycling gear being adopted into the healthcare venue?
[TD] It's important to me on a ride that my body feels like one unit. It doesn't work if my pants or shirt loose elasticity, or hike up when I'm reaching for water. "Responsiveness" is a digital marketing buzzword that I'd apply here for apparel that not only molds to the body, but bounces back instantly with each movement. Unity and flexibility of uniform are valuable. Simply stated, I believe that a uniform should be battle ready at all times.
[DX] As a brand manager, image is important. Do healthcare providers have anything to worry about with their image?
[TD] Well it's just terrible that people with such elite training as a nurses, doctors--anyone in the field--have to wear "scrubs" unsuited for their environment. What if we treated the military like that? Or firefighters? So these people deserve the very best material. If my base layer road test is any indication, DX will be a huge upgrade in the function and look of healthcare teams.
[DX] Any thoughts on how DX Apparel might help improve the public perception of the healthcare professional?
[TD] There's a lot of data about healthcare burnout these days. And America is lagging in plenty of other healthcare categories. The buzz on social media, from nurses especially, is not good. It's all very unfortunate, so we have to start with people's personal wellbeing. If healthcare pros could be proud of how they look and feel during their "12" we'll have a much healthier system.