I read about this in Popular Science and thought it was downright innovative. With everyone on facebook posting photos of their car’s thermometers to complain about heat, there ought to be a few people who will purchase this.
According to the Columbia website:
The specifically shaped yarns, when woven or knit together, create Omni-Freeze. The flat yarns increase the surface area of the fabric that contacts your bare skin, which transmits heat faster and feels cooler to the touch.