Oslo, Norway (December 1, 2010) — Helly Hansen, the world’s most experienced performance apparel and footwear brand, announced today it will exclusively feature PrimaLoft Insulation Technology in its entire FW’11 product line, including outdoor, wintersport, sportswear and kids collections. PrimaLoft-insulated products are engineered for performance and offer superior thermal properties with excellent water repellency in addition to being lightweight, soft and extremely compressible.
Helly Hansen will use the full range of PrimaLoft synthetic insulations across its FW’11 product line, including PrimaLoft Infinity in its stretch skiwear, PrimaLoft Sport in its lightweight, compressible insulator jackets and the new WarmCore» by PrimaLoft in lifestyle, kids and junior ranges. WarmCore» by PrimaLoft is a proprietary insulation developed in partnership with Helly Hansen for the brand’s exclusive use in its apparel line.
PrimaLoft is known for product innovation and technology development through its cutting edge insulation offerings that are revolutionizing the outdoor industry. Combining PrimaLoft with the highly technical Helly Tech waterproof and breathable fabrics will guarantee superior performance, comfort and warmth to the consumer.
“By utilizing PrimaLoft Insulation Technology exclusively across the entire Helly Hansen FW 2011 product line, we will create lighter, softer and more comfortable insulated garments with superior insulation properties,” said Richard Collier, vice president of Merchandising, Sourcing and Development. “We are grateful for the opportunity to partner with PrimaLoft, the world’s best synthetic insulation, and look forward to working together to continue developing new and innovative solutions benefiting the consumer.”
Outdoor apparel and footwear markets have fared well compared to many other industries during the economic downturn. Scandinavia’s sporting goods market seems almost recession proof. The challenging times over the past few years have favored the strongest brands that now are in good positions as the economy slowly recovers. Helly Hansen, being a global leader in technical apparel and footwear designs, distributed in more than 40 countries and with stores from Vancouver to Beijing, expects significant growth over the next few years.
“To continue Helly Hansen’s growth in marketshare in this very competitive marketplace we believe adding value through real innovation and actual consumer benefits is the only way forward”, says Richard Collier. “Combining strong technologies, such as PrimaLoft insulation, makes it easier to design and develop highly functional garments and makes it easy to communicate the benefits to the consumers.”
PrimaLoft is a registered trademark of Albany International Corp. PrimaLoft insulation was originally developed for the US Army as a water-resistant synthetic alternative to down. Today, PrimaLoft is regarded as a research and development leader in high performance insulations and yarns, which provide warmth and comfort from head to toe.
Its family of products are manufactured in the US, Europe and Asia. The PrimaLoft brand is recognized globally and is used in leading outdoor and fashion brands, home furnishings, work wear and military applications. For more information, please visit www.primaloft.com and www.primaloftyarn.com.
About Helly Hansen
Helly Hansen is the global leader in protecting and enabling professionals whose work and adventures put them into the harshest elements on earth. The Oslo, Norway-based company is recognized for manufacturing waterproof fabrics back in 1877, the first Propile» fleece mid layers in the 1960s, and LIFA, the first technical base layer in the 1970s. The combined t