LATHAM, N.Y. — January 28, 2019 —  PrimaLoft Inc., a global supplier of advanced material technology, today announced its partnership with five iconic outdoor brands to introduce PrimaLoft® Bio™, the first 100-percent recycled, biodegradable synthetic apparel Insulation and Performance Fabric. In tandem with Helly Hansen, Houdini, L.L.Bean, Norrøna and Vaude, apparel featuring PrimaLoft Bio will first debut at retail in fall 2020, with some brands debuting styles in the following seasons. Brand partner concept styles will be on display at PrimaLoft booth #56004-UL at Outdoor Retailer Snow Show in Denver, January 30-February 1, 2019.

“We’ve collaborated with a community of brands that share our common sustainability values and goals,” said PrimaLoft President and CEO Mike Joyce. “It is a privilege to introduce PrimaLoft Bio with these respected companies — all of whom provided invaluable insight and feedback on this technology. Together, we are establishing a new industry standard for environmentally conscious product design, sustainability best practices and transparency, to meet consumer demand.”

Made from 100-percent post-consumer recycled material, PrimaLoft Bio fibers break down when exposed to specific environments — such as a landfill or the ocean. PrimaLoft has enhanced the fibers to be more attractive to the naturally-occurring microbes found in these environments so that they eat away at the fibers at a faster rate, returning the fabric or insulation to natural elements. Fibers will only biodegrade when exposed to these naturally-occurring microbes in landfills or bodies of water, thus, the insulation or fabric remains highly durable throughout its usable life cycle in a garment.

“PrimaLoft and our brand partners are committed to extending the life of garments through recycling, repurposing and reuse,” said Joyce. “This is not a promotion of discarding garments prematurely or without serious regard. Rather, this is about providing a Relentlessly Responsible solution for the inevitable end-life of a garment when the time eventually comes.”

Helly Hansen, a leader in performance ski and sailing apparel and premium workwear, will launch products with PrimaLoft Bio in North America and Europe.

“Helly Hansen designs performance products keeping consumers protected and comfortable, especially in harsh and unpredictable conditions,” said Philip Tavell, category managing director, Ski/Mountain at Helly Hansen. “We’ve partnered with PrimaLoft for many years to introduce high-performing apparel for skiing, sailing and outdoor adventure, including the recent introduction of our lighter, warmer LifaLoft™ performance insulation. PrimaLoft Bio enables us to continue pushing our sustainability efforts forward, without sacrificing the performance we’ve come to expect from their best in class technologies. It’s a win-win for consumers and the outdoors.”

PrimaLoft and L.L.Bean, a leading multichannel merchant of quality outdoor gear and apparel, have teamed up to debut multiple PrimaLoft® technologies, dating back to the 1980’s.

“L.L.Bean and PrimaLoft have worked together since 1989, when we introduced our Mountain Light Jacket, the first PrimaLoft-insulated garment, and outfitted 30 international climbers for the Everest Peace Climb,” said Tom Armstrong, chief merchandising officer at L.L.Bean. “Today, PrimaLoft is an established leader in sustainability stewardship and material innovation that is changing the tide in the outdoor industry. From its Cross Core insulation that uses NASA aerogel to PrimaLoft Bio, PrimaLoft enables us to push the envelope for consumer comfort and answer the growing demand for brand accountability, while supporting our mission of helping more people experience the outdoors.”

Norrøna, a Norwegian outdoor company that continuously pushes the boundaries of functional product design to offer premium quality gear for any adventure, counts sustainability as an essential foundation throughout their entire value chain.

“At Norrøna, sustainability and protecting the environment are top priorities, and we consider these efforts to be the most important work that we do,” said Jørgen Jørgensen, owner and CEO, Norrøna. “We are happy to see that PrimaLoft also recognizes the importance of addressing and prioritizing these issues. As a partner for many years, we at Norrøna are excited to be a part of this launch.”

To date, PrimaLoft has saved 95 million plastic bottles from landfills and transformed them into premium insulation technologies. By 2020, 90 percent of PrimaLoft® insulation products will have at least 50-percent post-consumer recycled content, without compromising performance; this includes the introduction of three 100-percent PCR insulation products, this past year. PrimaLoft expects to continue to push the industry forward with a similar commitment to biodegradable technology across its product portfolio.

*Standard Test Method for Determining Anaerobic Biodegradation of Plastic Materials Under High-Solids Anaerobic-Digestion Conditions

**Standard Test Method for Determining Aerobic Biodegradation of Plastic Materials in the Marine Environment by a Defined Microbial Consortium or Natural Sea Water Inoculum

Posted January 29, 2019

Source: PrimaLoft

DEARBORN, Mich./COSTA MESA, Calif.— January 29, 2019 — Why did Carhartt and Hurley — two brands with a long history of making purpose-built gear — join forces to #OutworkTheWater? When considering approximately 71 percent of the planet’s surface is covered with water, and nearly every person in the U.S. is within range of an ocean, lake, stream, pond, or creek, it starts to make sense.

The country’s top surfwear brand since 1999 and America’s leading workwear brand since 1889 today launched the four-season Hurley x Carhartt product collaboration to support hardworking individuals whose lives are defined by water. The debut assortment features nine products that blend the brands’ defining characteristics of durability, functionality, and mobility.

“In the same way Hurley is still driven by its founder’s vision to empower peoples’ passionate pursuits in and around the water, Carhartt remains committed to serving the needs of hardworking people 130 years after Hamilton Carhartt crafted his first bib overalls,” said Tony Ambroza, chief brand officer at Carhartt. “Whether you’re a surfer, fisherman, craftsperson, or avid outdoorsman, this collaboration delivers purpose-built gear designed for those who live to #OutworkTheWater.”

Remaining true to each brand’s origins, the Hurley x Carhartt collaboration features functional, lightweight, and durable products inspired by the brands’ iconic styles. Included among the refined classics are the Workwear Pocket T-shirt, Acrylic Watch Hat, and Board Short.

“We’re honored and excited to be working with the Carhartt team on such a fun project,” said Hurley Creative Director Ryan Hurley. “We’ve always admired Carhartt’s 100-plus-year commitment to making durable, functional gear for the elements, and we can’t wait to share the results of our collective thinking around products built for the water.”

The spring product release will feature nine styles including men’s and women’s pieces. The introductory men’s styles include a jacket, pullover, beanie, and short, as well as a long and short sleeve T-shirt. Included in the women’s launch styles are a jacket and long sleeve T-shirt.

Throughout the year, three additional product launches will correspond with each season to ensure consumers have the gear necessary to #OutworkTheWater all year long. Future seasons will feature a wide range of styles including hooded pullovers, ball caps, graphic T-shirts, bibs, vests, and jackets.

Posted January 29, 2019

Source: Carhartt

LONDON/ROTTERDAM — January 29, 2019 — Founded in 2004 by textile and fabric care experts Gwen Whiting and Lindsey Boyd, The Laundress is dedicated to turning necessary household chores into a luxurious and enjoyable experience. Having started with a single product, the Wool and Cashmere Shampoo, the brand’s mission is vested in returning the lost art of laundry care. The Laundress portfolio now comprises 85 eco-friendly products across Laundry and Home Cleaning, which expands Unilever’s portfolio in the growing top end of the Home Care market and fits greatly with Unilever’s Sustainable Living Plan.

The Laundress will continue to operate from their New York City headquarters with the co-founders remaining in place to lead the business and their NYC Flagship store in Soho.

Kees Kruythoff, President of Unilever’s Home Care business said: “With its line of beautifully crafted eco-friendly products and fast-growing following in the US and China, particularly among millennials, The Laundress is a strong addition to our portfolio of leading Home Care brands. Its distribution network across specialty retailers, direct-to-consumer and e-commerce, combined with Unilever’s global reach creates an ideal launch pad towards giving more people around the world the distinct ‘The Laundress’ experience”.

Gwen Whiting, co-founder of The Laundress said: “During our careers in the fashion industry, we grew frustrated with dingy white T-shirts, ineffective cleaning products, and items ruined by the dry cleaners. We set out to create our own alternatives, producing a highly effective, non-toxic line of fabric care and home cleaning products.”

Lindsey Boyd, co-founder of The Laundress added: “We are thrilled to join the Unilever family. Together we have a unique opportunity to magnify and accelerate our mission of bringing our eco-friendly, fabric care products to every laundry room in the world.”

Terms of the transaction were not disclosed.

Posted January 29, 2019

Source: Unilever

WINSTON-SALEM, N.C. — Jan. 29, 2019 — Champion® is celebrating a century of teamwork with the launch of its centennial anniversary campaign — “100 Years for the Team” — that will explore what it means to be a team in 2019 from the perspective of participating teams, clubs, squads and crews across the world.

From its humble Rochester, N.Y., beginnings in 1919 as Knickerbocker Knitting Mills to its position today as one of the largest and fastest growing global athleticwear brands, Champion has always been about one thing — the team. To celebrate a century of team spirit, Champion will engage with teams small and large around the world to share their passion about teamwork and what it means to them to be a team.

Throughout the year, Champion will highlight and celebrate teams through social media, a special website, exclusive product collections, events and influencer partnerships. Select teams will even be featured in a centennial celebration video.

“This significant milestone for Champion allows us to reflect on what ‘team’ and the evolution of ‘sports’ means today to consumers around the globe,” said Jon Ram, group president, Global Activewear, Hanesbrands Inc. “Helping people come together as teams and being innovators in the industry has been an important part of our brand’s story since the very beginning. Now is the time to look ahead and celebrate how teams today have the power to change the world for the better, and how we assist in enabling them.”

The campaign will launch with a special film that features someone who has experienced the power of the team personally — the iconic basketball legend Magic Johnson. In the film, Johnson shares his reflections and insights into what truly makes a great team.
“As part of the ‘Dream Team’, I experienced first-hand the power of people coming together to achieve great things,” said Johnson. “I’m pleased to celebrate the power of teams in Champion’s 100th anniversary campaign.”

From its inception, Champion has been a part of some of the most important moments in sports and cultural history. From designing collegiate apparel to supplying military uniforms, and dressing iconic sports teams such as the gold medal-winning 1992 U.S. Olympic Men’s Basketball “dream team,” Champion has proudly outfitted a broad range of teams over the past 100 years. Be it on the field, on the court or in the street, Champion has been embraced by teams around the world. Champion has also been at the forefront of innovation since its establishment with patented creations, such as the iconic Reverse Weave sweatshirt. In 2018 the Reverse Weave hoodie was permanently installed into the Museum of Modern Art in New York City.

100 Years for the Team Campaign
Throughout the year, Champion will showcase a variety of modern-day teams while also looking back at key milestones in the brand’s rich history that have cemented the signature ‘C’ logo within sports and popular culture. The 100th anniversary campaign will feature a global digital and social media campaign, a limited-edition Century Collection, and partnerships with key influencers.

“The ‘100 Years for the Team’ campaign allows us to connect with teams throughout the world to really show what team means during our centennial anniversary, in addition to partnering with the legendary Magic Johnson to celebrate and explore his own authentic history of passion and team spirit,” said David Robertson, director of Brand Marketing. “Whether you’re a sports team of four from Tokyo or a team of three hundred from Texas interacting in everyday life, Champion wants to find you and to share your story.”

Teams are encouraged to share their stories via social media using #Champion100 or through the Champion100.com website for the opportunity to receive limited-edition product, be featured in a centennial celebration video and spotlighted on Champion’s social media channels and website. Limited-edition product collections, events and influencer partnerships will be announced throughout 2019. For further information on the Champion “100 Years for the Team” campaign, please visit the website and follow the brand on Instagram, Twitter and Facebook.

Posted January 29, 2019