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Invista Repositions Thermolite and Coolmax, Launches Solar-Powered Warming Fabric

In early 2016, Invista will launch its Embrace the Elements campaign, reflecting the new brand positioning for Coolmax and Thermolite brands.

The launch will feature the introduction of a new product, Thermolite Infrared Technology, in the first half of the new year. The infrared fabrics have been activated by solar technology and will warm up when exposed to sunlight.

Huw Williams, Invista’s global segment leader for activewear and outdoor, said, “We are excited to bring this warming technology to market. This innovation will be the first new technology to be introduced under our campaign,” He added, “Our unique approach to fiber technology provides a new compelling benefit to consumers.”

The company will also introduce two new sub-brands with the Pro designation, Coolmax Pro and Thermolite Pro. These brands represent the advanced innovation in moisture management and warming technology. The new Thermolite Infrared Technology will be introduced under Thermolite Pro.

“This new campaign is driven by consumer insights gained through in-depth research starting two years ago,” Dave Trerotola, president of Invista apparel and advanced textiles. “We saw the opportunity to further reinforce the unique benefits of two of our most established brands.”

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