To keep up to date on new products, adventures and much more here you can read Press Releases, unedited, as they've been sent to us.
Store opening forms part of business strategy to drive consumer connections through physical and digital interaction
ASICS opened the doors to its largest global retail store located on London’s iconic Regent Street. Featuring all four ASICS brands under one roof for the first time, the state-of-the-art retail space will bring to life the ASICS ‘Sound Mind, Sound Body’ philosophy.
ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs will now all be sold in one retail space. Providing a 360-degree offering for consumers, the store will showcase how ASICS can be part of every area of their lives and open a new channel for the brand to reach a wider variety of shoppers.
The brand has made a multi-million Euro investment in the 840m2 store at a time when ASICS brand stores continue to show accelerated growth with an 18% increase of sales in ASICS’ own brand stores featuring its latest store concept and apparel sales significantly up. The Regent Street space is one of many new openings as part of a drive to create more physical brand stores in major city centres, including Berlin, Paris, Amsterdam, Tokyo, New York.
The stores provide valuable space for ASICS to demonstrate its versatile product offering in each category, as well as a place to position the four brands side by side.
In a rapidly changing retail landscape ASICS is meeting the challenge by developing its business to create deeper consumer connections through brand stores, elevated shop-in-shop systems at retail partners and an improved e-commerce platform. These elements will serve to create a seamless integrated physical and digital brand experience across all touchpoints, to lead the way in building a relationship with ASICS customers.
Alistair Cameron, CEO ASICS EMEA, “Our world is changing rapidly and our business is growing alongside this to become a leader in creating valued consumer connections. This store represents a statement that we are one brand that can deliver products for an active lifestyle and through our digital communities, apps and consumer interaction we will also inspire people to move, and enjoy the physical and mental benefits of exercise.”
The new approach offers consumers a fully integrated, holistic sports environment brought to life in an innovative and elevated shopping experience where both the mind and the body are stimulated. The ‘Sound Mind, Sound Body’ ethos of the brand will be consistently channelled through the use of living plant installations, sustainable products, natural wood finishes, LED lighting, and technology, as well as a complimentary juice bar and in-house DJ booth.
The state-of-the-art concepts within the store are a reflection of the innovation that has been at the heart of the brand since its inception. Enhanced features will improve customer interaction, brand elevation and retail presentation. Details include a unique state-of-the-art ‘robotic shoe delivery system’ which will revolutionise staff interaction with customers allowing them to order product to be delivered to the shop floor. Alongside this are four ASICS MOTION ID areas, using sensors to capture consumer’s natural posture and style of movement when running. Intuitive robotic arms placed in the shop window and kinetic lighting running parallel to the shop floor with different colours pulsating at the same pace as the heart rate of a 100m sprinter also feature. Over the next three years ASICS aims to grow from 26 stores to over 140 brand stores across EMEA.
Scott Wakefield, Direct to Consumer Director ASICS EMEA, commented: “Our new Regent Street store is a beacon for the ASICS DNA. Through the innovative retail space consumers can physically interact with the brand witnessing the technology, breadth of product and ‘Sound Mind, Sound Body’ philosophy. We will take all of the positive elements of this state-of-the-art offering and translate it through further store openings across the globe, as well as, our shop-in-shop and e-commerce platforms. Direct to Consumer represents a strong part of the ASICS future and this is just the start.”
Coinciding with the flagship store launch, ASICS unveiled its most significant marketing initiative in 25 years – launching a new global brand message, identity, retail concept and integrated brand activation across the globe – kicking off in London. The ‘I MOVE ME’ creative is being unveiled initially across London through a creative activation, OOH and in stadium signage at the IAAF World Championships in Athletics – of which ASICS is an official partner. Launched in July ahead of the global campaign ‘#IMoveLondon’ is the first of many local manifestations of the I MOVE ME initiative – an expression to inspire a new generation of people to move themselves more to achieve the physical and mental benefits of exercise.
In-store highlights include:
· Unique robotic shoe delivery system at the heart of the store for consumers to see working live and autonomous robotic window displays
· Kinetic lighting installations that move to the beat of a 100m sprinters heart rate
· Complimentary healthy juice bar
· Digital touchpoints; inform the customer about the products
· ASICS MOTION ID; a clever base analysis that selects the best running shoe for each consumer’s profile
· Mannequins and hangers in the store are designed from recycled materials
· In-house DJ booth and frequent ‘product customization artists’ to connect to the lifestyle audience
ASICS Flagship Store
249-251 Regent Street
London, W1B 2EP
Monday to Saturday 10.00 – 21.00
Sunday 12.00 – 18.00
Leading British sleeping bag manufacturer, Snugpak has successfully made it through to the public vote for a conservation project that the company nominated via the European Outdoor Conservation Association's (EOCA) funding scheme, to restore the Paso del Istmo Corridor in Nicaragua for wildlife, specifically the endangered Black-Handed Spider Monkey. People can vote before the deadline, 23 March 2017.
The Black-Handed Spider Monkey relies on intact forest canopies to survive and are highly sensitive to forest fragmentation. Over 90% of forest has been lost in Western Nicaragua. This, combined with the poaching of babies for the illegal wildlife trade has made these monkeys the most endangered primates in Central America.
This project by Paso Pacifico will protect 40,000 naturally regenerating saplings and plant 60,000 native trees over 300 ha, to reconnect core forest habitats and also enrich existing forest patches with fruit bearing trees. The project will support ecotourism by providing restored habitat, guide training and field guides to local groups developing forest tours, thus tackling poverty, the root cause of threats in this area. Finally, the project will enable over 100 children each year to get involved in conservation, and fund 7 community rangers to monitor and protect endangered spider monkeys against the illegal wildlife trade. For further information about Paso Pacifico, please visit www.pasopacifico.org
Designed to harness the power of the outdoor industry and to raise money to donate to grass roots conservation groups, EOCA is a not-for-profit initiative from the European outdoor industry and is funded by membership and other fundraising activities within the outdoor industry. 100% of membership fees go to the support of projects and membership is open to anyone that can demonstrate an involvement in the European outdoor industry.
To view and vote for a project in the outdoor category, please visit the following link before the deadline on 23rd March 2017: http://www.outdoorconservation.eu/project-voting-category.cfm?catid=5
A truly inspirational character from the world of alpinism puts her stamp on a range of Haglöfs' products for women.
The Spring/Summer 17 collection from Haglöfs features a line made in association with a real pioneer. Edurne Pasaban is renowned for her mountain work. She's also one of alpinism's best-known and most inspirational figures within mountaineering. Haglöfs is proud to count her as a friend, collaborator and now as a co-creator on a series of garments.
Edurne's collection is designed for outdoor use. Up a mountain, in a city, and anywhere in between. It's protective, light, functional and perfect for high-pulse activities and sports. But it's also eminently wearable - stylish, comfortable and refined. Clean silhouettes and a minimal design philosophy are offset by signature details and bold colours. These items perform beautifully. They let the wearer beat the elements.
Edurne has consistently challenged the elements, both in weather and mind. As a pioneer within her field her aim with this collection is to overturn the preconceptions about what an adventurer should wear and how she should be - and in doing so, convey the spirit of adventure and activity to everyday life.
See the new products at http://www.haglofs.com/gb/en/search/edurne
San Francisco, CA, February 14, 2017 – Easy Camp US, the premier manufacturer of fun, easy to use, innovative and affordable camping equipment designed specifically for millennials and campers on a budget, today named OutsidePR their PR agency of record. The partnership follows on the heels of the company’s expansion from Europe into the North American market, and as Easy Camp US strategically aligns its resources to further enhance the launch of the brand to the US outdoor industry.
“Easy Camp is already part of the most successful camping company in Europe. Our designs are fun, impeccably made, and are affordable for everyone who wants to enjoy getting outside,” said US Easy Camp US CEO, Tony Barker. “Our vision is to expand this already booming brand into a solidly-growing camping staple on American soil.”
Fueled by the motto, “Just Add People” and by over thirty years of experience promoting the camping lifestyle, the brand’s US launch includes a diverse line of gear – from pop-up, teepee and inflatable tents to wearable sleeping bags, and unique, functional outdoor furniture and accessories.
“OutsidePR’s team was a natural choice,” said Federico Cioni, COO at Easy Camp US. “The agency is known for its successful track record of catapulting interesting brands to the forefront of the media landscape. We are eager to engage a broad range of endemic and mainstream consumers, and reach out to a social media-savvy audience. We have a number of intriguing programs and projects lines up, and we’re thrilled to navigate our brand’s growth with them.”
While the brand expands its brick and mortar sales channels, a wide array of Easy Camp US products can currently be purchased through Optics Planet and Amazon. For media inquiries regarding Easy Camp US, please contact Devon Malizia at Devon@outsidepr.com
Visitors to Meridian Food’s Stand at the London Triathlon Show can get their season off to an incredible start with the chance to win a training package that includes a Wattbike, the leading performance indoor bike, in their home for a month along with a year’s worth of Meridian’s delicious and all natural nut butters and bars.
Anyone attending the event, which takes place at Excel on February 16-19, can jump on the Wattbike on the Meridian Stand (NU12) to cycle 1km, with a prize being awarded to each male and female with the fastest time.
Visitors can also sample Meridian’s newly launched product, Peanut Butter with Seeds. The new nut butter combines 91% peanuts with 9% mixed seeds, including pumpkin, sunflower and black sesame seeds. Like all Meridian products, the new nut butter is free from palm oil.
Athletes looking for advice on nutrition and training will also be able pick up tips from GB Triathlete and Meridian brand ambassador, James Bray, who will be on the Meridian stand on Sunday.
Meridian will be showcasing their full range of nut bars and 1kg tubs of nut butters, which includes peanut, cashew and almond. Packed full of nuts, Meridian nut butters and bars are an ideal source of natural energy and protein.
Sue McIntosh, Head of Marketing at Meridian Foods, said: “We’re really excited about this year’s Triathlon Show. Our stand is going to be buzzing with activity with the Wattbike competition, product sampling and the chance to meet GB Triathlete, James Bray. The Wattbike has revolutionised indoor cycling and has become the training bike of choice for elite athletes and cycling champions, so we know LTS visitors are going to enjoy competing for a chance to own one for a month.
“As a fan of our products, we’re thrilled to have James on hand to share his expertise and training tips. With so many things to celebrate, this seemed like the perfect occasion to reveal our brand new Peanut Butter with Seeds.”
Meridian’s nut butters can be found in major retailers’ nationwide and independent health food stores. The bars can be purchased in independent health stores priced at £1.19 (RSP) per bar.
To take part in the Wattbike competition or to sample the nut bars and nut butters, visit stand NU12.
For more information about Meridian’s full product range, visit: www.meridianfoods.co.uk
Today sees the launch of Women’s Sport Trust’s 2017 #BeAGameChanger Awards, with nominations open from February 1- 15, 2017.
The #BeAGameChanger Awards demonstrate the power of women’s sport to accelerate gender equality both in, and beyond, sport. Now in their third year, the Awards highlight the stories and examples of sporting role models, leaders, journalists, broadcasters and businesses that drive real change for women’s sport. Together they make a powerful case for the sustained investment and coverage needed to achieve gender parity.
The Women’s Sport Trust #BeAGameChanger Awards will take place in London on May 11th 2017 before an audience including elite athletes, journalists, businesspeople, politicians, sports leaders, grassroots influencers and young people involved in sport.
Previous winners of prestigious #BeAGameChanger’s Awards have included the likes of Nicola Adams MBE, Baroness Tanni Grey-Thompson and Clare Balding, along with organisations such as BBC Sport, parkrun UK and British Rowing and individuals and groups making an impact in the community.
This year’s awards, sponsored by software giant Microsoft, promise to be even bigger and better.
Microsoft UK’s Human Resources Director, Theresa McHenry confirmed: “We are delighted to support the work of the Women’s Sport Trust and to be the headline sponsor for the #BeAGameChanger Awards. At Microsoft we are passionate about the development and support of female role models, and these Awards reflect the outstanding contributions of individuals and organisations to make a positive change.”
Nominations are open across eleven award categories including Sporting Role Model, Sports’ National Governing Body of the Year, Imagery of the Year, Sponsorship of the Year and Inspiring Initiative. Following a public nomination process, awards are shortlisted by WST’s Board of Trustees with finalists in each category then selected by an Expert Panel before a public vote decides the eventual winners.
These Awards are viewed as having a powerful influence on shaping the agenda for women’s sport and widely recognised by brands, athletes and broadcasters as offering a landmark opportunity to showcase the progress being made.
“We were blown away. I tend to go to a fair amount of industry bashes and this was by far the most inspiring and most fun I’ve had. It is also a big reason why our sports group has decided to become more actively involved in women’s sport.” Julian Moore, Pinsent Masons
"The Women's Sport Trust have been groundbreaking in pushing women's sport into new and exciting territory. They have led the charge and are an absolute inspiration to me and many others.” Kate Richardson-Walsh OBE, Gold Medal winning GB Women’s Hockey Captain.
“The WST are powerful advocates for change.” Tanni Grey-Thompson
“WST are doers, and I love that. Each event or new initiative has been fused with fun, dynamism, having a giggle. At the BeAGameChanger awards I sat and marveled at a room packed with sporting celebrities and industry bosses, genuinely enjoying a night celebrating women's sport."
Anna Kessel, Guardian and author of “Eat Sweat Play”
WST has designed the Awards so that they demonstrate how women's sport is becoming an increasingly irresistible proposition. They do this by highlighting success stories, connecting decision makers with one another and raising the profile of inspiring role models.
“We strongly encourage people to nominate those individuals and organisations they believe should be recognised for the work they are doing and the example they are setting.
“Great stories about these trailblazers are contagious and stimulate others to step up and play their part in promoting women’s sport.”
Tammy Parlour, Co-Founder, Women’s Sport Trust
Nominating is a quick and easy process. To make your nominations in the next two weeks please visit: www.womenssporttrust.com/bagc2017
Today the World Economic Forum’s Community of Young Global Leaders, in collaboration with Accenture Strategy (NYSE: ACN), awarded Patagonia with the Accenture Strategy Award for Circular Economy Multinational at the Annual Meeting of the World Economic Forum in Davos-Klosters. This award recognizes the notable contributions Patagonia has made to the circular economy, driving innovation and growth, while reducing dependence on scarce natural resources.
“We are honored to receive this meaningful, important recognition,” notes Ryan Gellert, general manager, Patagonia Europe, who accepted the award on behalf of the company. “While Patagonia is proud to accept this award, we have only begun to scratch the surface of what is possible with a circular economy model. There is still so much work to be done to change global consumption habits and encourage reuse and repair.”
The global apparel market is valued at $3 trillion – but the growing trend towards fast fashion has created a very linear economic model that produces enormous waste. In contrast, Patagonia is working to counter this approach with a circular business model that focuses on making the highest quality products and helping its customers keep the products in use as long as possible.
Introduced in 2013 with a message of “If It’s Broke, Fix It,” Worn Wear was created as a way to encourage people to take good care of their gear, washing and repairing as needed, and eventually recycling once the garment can no longer be used. Patagonia’s Worn Wear repair facility in Reno, Nevada repairs over 45,000 items per year and the company operates retail repair stations around the world, in addition to providing its customers with free tools for repairing their own clothing. With every repair, the company provides feedback to their designers to improve future products.
Looking forward to Summer 2017, Patagonia will launch an e-commerce Worn Wear platform where the company will sell used Patagonia clothing and gear online, sourced directly from its customers. Customers will be invited to bring used items to their local Patagonia store in exchange for Patagonia merchandise credits. The goal of this platform is to extend the life of garments by encouraging people to sell unused clothing, reach new customers and promote the durability and quality of Patagonia products. Additionally, Patagonia will again take Worn Wear on the road, visiting 21 college campuses across the country to support the efforts of student-led zero-waste movements that encourage reduced consumption, repairing, reusing and responsibly recycling.
“Receiving the Accenture Strategy Award for Circular Economy Multinational in Davos is an indication that we are on the right path and hopefully will increase awareness for these issues and inspire other businesses to follow in our footsteps,” notes Rose Marcario, Patagonia’s president and CEO. “We want our friends and customers to learn that the single best thing you can do for the planet is to use stuff longer. Our goal as a company is to continue to provide the tools and resources to make this philosophy a reality in our customer’s lives. We are very excited about our new online platform which we hope will take Worn Wear to a new level.”
Patagonia – http://www.patagonia.com/home/
Worn Wear – http://www.patagonia.com/worn-wear.html
The Circular Economy Awards – https://thecirculars.org/
This January ASICS has unveiled its search for 350 individuals across 14 countries who are passionate about running to join its unique digital ‘FrontRunner’ community.
Established in Germany in 2010 the ‘ASICS FrontRunner’ influencer programme was devised with the aim of creating a network of runners of all abilities who want to share, learn and try new experiences within running through the support of ASICS.
The launch of FrontRunner has already proved extremely popular with over 10,000 sign-ups within the first week of opening the online application process. Phase one of the process will close 31st January.
All members will become part of an online community, sharing their experiences, knowledge, training and friendships formed through ‘FrontRunner’ to inspire and encourage their own digital communities.
As a FrontRunner, ASICS will provide members with the latest apparel and footwear collections, free bibs for selected races, access to top athletes, photoshoots, product testing, training and advice, community meetings and the exclusive opportunity to feature in ASICS brand campaigns.
Björn Hamacher, Marketing Director ASICS EMEA comments: “The FrontRunner community is about bringing people together who share the same love and passion for running. We want to be at the forefront of creating an engaged community that can help them grow as people and runners. As a brand ASICS is perfectly positioned to lead the way in this space with years of experience in helping people run on the road, the trail and around the track. We aim to build a diverse network of runners across the globe, opening up borders, sharing experiences and telling their stories across social media.”
To be a member of the FrontRunner team, applicants just need to show a passion for running, a willingness to share their stories and a desire to be an active part of a community.
The strength of the current FrontRunner team can be acredited to its diverse members who include a mixture of marathon runners, triathletes, ultra-runners, beginners and those who just run for the love of it.
Each region will be lead by a team of ASICS experts who will bring together their experience to lead the community.
Runners can apply to join ASICS FrontRunner by completing an online questionnaire:
HOKA ONE ONE® is the fastest growing running shoe brand in the world. Two life-long runners launched HOKA ONE ONE in 2009, after years spent handcrafting and shaping lightweight shoes with extra-thick midsoles. Initially embraced by ultra runners because of their enhanced cushioning and inherent stability, HOKA ONE ONE now offers shoes for all types of athletes who enjoy the unique ride the shoes provide. Offering both brand new
styles and updates on longstanding favourites, the SS17 collection delivers exceptional quality, practicality and style once again.
HOKA ONE ONE®, known for its groundbreaking approach to running, tackles stability head on with the arrival of the Arahi for SS17. The shoe is impressively lightweight and cushioned. The latest edition features HOKA’s new J-Frame technology, which is designed to further enhance the active foot frame. RRP £100
Built to nimbly motor over technical terrain, the Speed Instinct is lightweight and responsive. It is the first trail shoe to employ HOKA ONE ONE’s PRO2Lite™ technology, where a soft heel density transitions into a firmer forefoot. This is designed for a more protected heel and a more responsive forefoot. Combined with the traction of multidirectional lugs, this trail racer is responsive enough to race up mountains, and forgiving enough to fly back down. RRP £90
Winner of the 2016 Tottori Prefecture Japan Marathon and champion athlete Kota Taniguchi took the lead in the male section of 2016 Reggae Marathon in Negril last Saturday, with a time of 2:38:49. Coming in second was Jamaican Rupert Green at 2:43:49, with third place winner being Brian Polen of Wooster, USA with a time of 2:58:00.
Taniguchi’s participation in Reggae Marathon, Half Marathon and 10K 2016 was part of a twinning agreement between Westmoreland and Tottori which will see both areas collaborating on agriculture and tourism projects. In turn, the fastest runner from Westmoreland will participate in the Tottori Marathon in March 2017.
Chinese champion Yingjie Sun came third in the female section of the Reggae Marathon with a time of 3:52:01, which was won by Karen Warrendorf of Vancouver, Canada in 3:39.15. Second place went to popular Chinese movie star Ting Yu, of Shangai, who reached the finish line in 3:48:19.
Three Jamaicans came in the top 3 in the male segment of the Half Marathon. First place went to Kirk Brown of Kingston with a time of 1:12:58. In second place was Gregory McKenzie with 1:13:28, while Kemar Leslie was third with a time of 1:20:12.
The winner of the female section of the Half Marathon was Brazilian Adelita Kelen Gomes who burst the tape at 1:29:03. Immediately behind her was Stephanie Zammit of Orangeville, USA at 1:39:03, while coming in third was Yuki Chorney of Mount Vernon, USA, who clocked 1:43:56.
The 10K event was a clean sweep for Jamaica with the 10K winner being Dwayne Graham of Gregory Park with a time of 32:32, while in second place was Garfield Gordon, who clocked 32:52 and in third place was Andre Walker with a time of 34:17.
The top three female winners in the 10K were: Britnie Dixon, first with a time of 41:30; Kris-Ann Plummer, came in second, clocking at 41:34 and at third place with a time of 42:06 was Shantay Chamberlain.
Vere Technical won the high schools girls’ category.
Over 2,300 persons from 37 countries registered for the event.
Among the countries which sent delegations to the event for the first time were: China, Malaysia, Turkey and Guadeloupe. There were also athletes from South Africa, Colombia, Denmark, Finland, Spain, Ireland, Italy, Luxembourg and the Russian Federation, among others.
In addition, the Reggae Runnerz group of the USA returned with a contingent of 342, in addition to first-timers Team Diabetes from Canada with 21. Other notable teams came from China, USA and Jamaica.
Reggae Runnerz again made good on their commitment to give back by making a sizeable contribution to the Green Island High School and sponsored a number of the school’s athletes to participate and volunteer in the event.
Overall, Jamaica had the largest group of 1,041 with the USA at 820 participants, followed by Canada with 179.
“There was an increase in local and corporate teams for this year’s event, “ said Alfred ‘Frano’ Francis, Race Director.
‘Frano’ said the weekend was full of fun and frolic with the ever popular JHTA’s ‘World Pasta Party’ held on Friday, December 2 at Cosmo’s, featuring the Silver Birds Steel Band and the Negril-based act Mojo Herb. Immediately following the race events on Saturday, December 3, Keznamdi and Kellisa, both upcoming conscious Reggae artistes, as well as Elton Erlington, Digicel Rising Stars winner, had the runners and walkers on their feet moving to the beat during the Victory Beach Party and Awards Ceremony at Long Bay Beach Park.
“I wish to thank all our athletes, sponsors and volunteers for making the 2016 staging of Reggae Marathon, Half Marathon & 10K another resounding success. We look forward to 2017,” he noted.
100 percent Today, 1 percent Everyday
We’re just days from Black Friday, one of the biggest consumer shopping days of the year. And as people think generously about family and friends, we also want to help our customers show love to the planet, which badly needs a gift or two (and still gets coal every year).
This year Patagonia will donate 100 percent of global Black Friday sales in our stores and on our website to grassroots organizations working in local communities to protect our air, water and soil for future generations. These are small groups, often underfunded and under the radar, who work on the front lines. The support we can give is more important now than ever.
We’ll also provide information in our stores and on our website about how to get in touch with these groups and easily be active in your own communities — on Black Friday and every day.
For decades, Patagonia has demonstrated that caring for our planet is not in conflict with running a successful business. We are always looking for ways to further reduce our manufacturing footprint, including our company’s reliance on fossil fuels. We also fund grassroots environmental organizations by giving away 1 percent of our sales. To date that amount totals $74 million.
But during a difficult and divisive time, we felt it was important to go further and connect more of our customers, who love wild places, with those who are fighting tirelessly to protect them. This we know: If we don’t act boldly, severe changes in climate, water and air pollution, extinction of species, and erosion of topsoil are certain outcomes. The threats facing our planet affect people of every political stripe, of every demographic, in every part of the globe. We all stand to benefit from a healthy environment — and our children and grandchildren do, too.
By getting active in communities, we can effect local change to protect the food we and our children eat, the water we drink, the air we breathe and the treasured places we love the most. And we can impact global priorities, too, by raising our voices to defend policies and regulations that will reduce carbon emissions, build a modern energy economy based on investment in renewables and, most crucially, ensure that our leaders remain fully committed to the vital goals set forth in the Paris Climate Agreement.
At Patagonia, we will grow and deepen our resolve to protect what we love. We will fight harder and smarter, and use every means at our disposal to prevail for the sake of the country, the planet and the wild places and creatures that need our voice.
We are here and we’ll keep fighting. 100 percent on Black Friday, 1 percent every day. #Black Friday #LoveOurPlanet
- Rose Marcario, President and CEO of Patagonia
New technical solutions and materials are challenging old truths more and more frequently. The fact that down's heat-to-weight ratio is much better than that of synthetic material but that it loses more of its function when it gets wet or damp is one such truth. Haglöfs' insulating material, QuadFusion™ Mimic, looks like down and acts like down, but is 100 percent polyester. Haglöfs calls it synthetic down.
Haglöfs' collection of insulated products for Fall 2016 has been reworked and contains a number of new products. One of the big changes is that the vast majority of their insulated products have been treated with a fluorocarbon-free durable water repellency (DWR) treatment. Another is the improvement that Haglöfs has made to its synthetic insulation, QuadFusion™ Mimic, which now more than ever is a true alternative to down.
QuadFusion™ Mimic got its name from its ability to mimic down. For this fall the construction of the insulation was redesigned and now consists of a spiral-shaped fiber that has been formed into small balls. The balls can trap and hold air, not just in the spiral-shaped fiber but also in between the balls. QuadFusion™ Mimic is sprayed into the insulated garments' channels in the same way as down is applied to a down garment. Thanks to the insulation's ability to maintain its performance when damp as well as when the insulation has been comprised, the channels can be both larger and longer than the standard on the market. This improves the garment's ability to keep you warm. The garment would also need fewer seams, which decreases the risk for cold spots and leakage.
Essens Mimic is the name of Haglöfs' jackets with synthetic down and this season they all have a fluorocarbon-free DWR treatment and the newly constructed insulation. They double duty as a reinforcement garments under a shell jacket and as outer garments and therefore are as suitable for fighting blizzards in the mountains to waiting for the bus on a rainy day.
Available in a variety of colours for men and women, Haglöfs' Essens Mimic jacket is RRP £160 (without hood) or RRP £180 (with hood).
A video is available here: https://www.youtube.com/watch?v=rK7UJS2wX0Y
ABOUT TREK AND RUN
We run, we hike, we swim, we bike, we travel. And then we write honestly about it all and make non glossy films as an alternative to the advertiser-focused, unsustainable and largely unethical sports, activity and travel magazines that tend to pass as our mainstream media nowadays. Share our values and want to join us? Get in touch.
CONTACT THE EDITOR
UK Enquiries - Dave S firstname.lastname@example.org
International Enquiries - Dave W