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The Coolest White is an ultra-durable paint that protects buildings and urban structures from excessive solar radiation - thus slowing down the urban heat island effect. With 'The Coolest White', for the first time ever, it is possible to reduce absorption and emission from 25% to 12%. Based on fluoropolymer technology, the paint has an abrasion resistance up to 75%, exceptional weather ability and excellent colour and gloss retention, increasing the life cycle of the coating up to 30 years. The paint is able to serve the society and environment by providing a product that can prevent further increase of heat levels in the urban realm.