PrimaLoft, Inc. announced that its proprietary PrimaLoft Performance Down Blends, a technology that blends the warmth and loft of down with the wet weather performance of the company’s synthetic insulation for the outdoor, fashion and hunting markets, is now available at retail.
The material science company developed the proprietary process to create PrimaLoft Performance Down, which entails fusing water-repellent, fluorocarbon-free treated down with PrimaLoft insulation, as a means to offer consumers the best attributes of both materials, including comfort, warmth and water repellency.
Mike Joyce, PrimaLoft president and CEO, said the company is “proud to offer consumers a new insulation product that features an entirely new level of warmth and excels in virtually any condition Mother Nature offers.” He added, “Whether consumers want a great looking coat for walking down Fifth Avenue, skiing in the backwoods, or going on that traditional hunting weekend, the choices are significantly better. Our technology gives consumers the freedom to go further and into more diverse climates where no other insulation has been able to go, while delivering the thermal and wet-weather performance properties expected from PrimaLoft.”
Brands debuting the high-performance insulation include Adidas Outdoor, Black Diamond, Helly Hansen, Lands’ End, Sherpa, Sitka, Under Armour and Westcomb. Brand partners will incorporate PrimaLoft branding and hang tags on the Fall 2014 garments to help educate shoppers about its performance benefits. Shoppers can also visit the company’s new consumer-facing website.
PrimaLoft Performance Down Blends are available in Gold and Silver categories, with the Gold level product retaining more than 95 percent of warmth when wet and drying four times faster than untreated down.
Alan Yiu, Westcomb chief designer and president, said the new hybrid down was a “perfect choice” for the brand’s new Subzero parka line. He added, “Consumers are well educated about what they want in their apparel and, as a result, are demanding more from manufacturers. They want stylish outerwear that not only will last a long time but is also warm, versatile and comfortable. PrimaLoft Performance Down Blends enable wearers to focus on the experience, not the weather.”