Industry Press Release



Consumers Get 100% Refund if Base Layers Don’t Perform Better than Alternatives

Seattle, WA (August 5, 2008) — Norway-based Helly Hansen created the industry’s first technical base layer when it introduced LIFA Stay Dry Technology in the 1960s. This winter the company is introducing a guarantee for U.S. consumers to back its claim that LIFA-based products perform better than any other base layer on the market.

“At Helly Hansen, we’re confident we have the best performing base layers,” says Helly Hansen marketing manager Marshall Rutman. “This confidence comes from 40 years of experience producing base layers and enjoying a dominant market share position in many countries. We know that once consumers try our base layers, they feel the difference it makes. The key is convincing them to give it a try.”

To encourage consumers, Helly Hansen is offering a 100% money back performance guarantee. If U.S. consumers who purchase HH base layers don’t think they perform better than any other base layer they’ve used, they can return the item to Helly Hansen within 30 days for a complete refund.

LIFA is based off polypropylene filament yarns that, unlike standard polyester and pure wool alternatives, do not absorb moisture and therefore cannot “wick.” Instead, LIFA works by pushing moisture to the second layer for it to wick and evaporate. By using the second layer as the wicking layer, users always have a dry layer of LIFA fabric next to the skin that stays dry and comfortable for an extended period of time. Helly Hansen offers more than 60 styles for men, women and children in three collections:

HH Dry: an all-season base layer, made from 100% LIFA that provides unsurpassed moisture transport for high-intensity activities.

HH Warm: a bi-component base layer for cold conditions which combines hollow fiber LIFA fabric next to skin for moisture transport and super fine merino wool exterior for extra warmth.

HH Cool: a bi-component single layer for warm conditions which uses a polyester exterior as the second “wicking” layer while keeping LIFA fabric next to skin, ensuring you stay dry.

Founded in Moss, Norway, in 1877, Helly Hansen is the world’s most experienced performance apparel brand. The company invented the first supple waterproof fabrics more than 130 years ago, created the first fleece fabrics in the 1960s and introduced technical base layers made with LIFA in the 1970s. Today Helly Hansen’s outerwear, baselayers, sportswear and footwear for winter, outdoor and water sports are sold in more than 40 countries. For more information on LIFA and Helly Hansen’s Spring 2009 collection visit booth #36163 at the Outdoor Retailer Summer market or log on to