Invista's Cordura brand is debuting a series of product collaborations and new fabric that are dedicated to helping consumers Live Durable at Outdoor Retailer Summer Market. The new innovations are in support of its latest brand campaign, building on the brand's durable 50-year heritage and underscoring its commitment to developing varying degrees of durable fibre and fabric technologies.

As attendees step inside the booth this week, they will be able to experience the Cordura brand world for themselves, as they are transported by the brand's first-ever 360° video experience. A virtual-reality (VR) viewer will be provided to share an up-close and personal look at what it means to Live Durable with Cordura fabric - from the trailhead to the open road, the VR experience will take attendees on an immediate adventure.

A barbeque lunch event will be held at the booth on 26 July to commemorate the launch of the Live Durable campaign and experience, as well as salute the brand's 50 durable years and partnerships along the way, including one with Carhartt, who is creating special edition commemorative grilling aprons for the event.

Long-standing partnerships

"Over the years, we have been fortunate to work hand-in-hand with leading brands in the textile industry to break barriers and pave the way for new durable solutions," said Cindy McNaull, global Cordura brand and marketing director.

"These collaborations, including the long-standing partnership we have with our friends at Carhartt, truly embody our brand ethos and support not only what we strive to do, but also why we do it - which is to encourage everyone to get out there and embrace their own version of what it means to Live Durable, from the everyday to the extreme. The 360° video component of our campaign is a great opportunity to highlight how to live a durable lifestyle with the help of our fabrics, used in clothing and gear made by our incredible brand customers."

New product adoptions

As part of its 50 for 50 anniversary tribute, the Cordura brand will debut a list of exciting new product adoptions from leading brands who rely on Cordura fabrics. The North Face and Cordura brand 50th anniversary collection of retro-modern packs pays tribute to the brand’s five-decade heritage and brand partnership. Carhartt limited edition MultiCam Cordura fabric Chore Coat celebrates the 100th anniversary of this iconic garment and the longstanding brand partnership.

Cutting-edge Cordura Denim innovations created by CONE Mills and Kaihara will also be featured. Finally, the latest gear and apparel products from Reebok, Fox Racing, Mountain Hardwear, Outdoor Research, Levi's and Goldwin, all enhanced with the hardworking reliability of Cordura fabrics, will be presented.

“Next generation Cordura fabric collections will also be introduced, combining science and technology to help overcome everyday barriers consumers face with their gear and apparel,” the company reports.

Cordura fabric collections

Continuing the Cordura brand + Cotton Incorporated collaboration, a selection of cutting-edge woven and knit cotton blend Performance Natural fabrics from Chia Her and Artistic Milliners featuring specialty moisture managing TransDRY and Storm Cotton technologies will debut at the show.

With a focus on eco-efficient textile solutions, durable next-generation Cordura fabrics for footwear and apparel will make their US debut featuring high performance renewably sourced coatings and membranes based on Dupont Tate and Lyle Susterra propanediol.

Dow Antimicrobial introduces Intellifresh technology, which will be used in Cordura Denim fabric by Artistic Milliners to provide long-lasting, reliable freshness and enhance the life of the garments.

Garments from NCSU College of Textile's Jacob Schindler made with Chia Her Cordura Combat Wools, and designs from Project 20/20 Winner Bethany Martin made with ISPO Textrends award-winning Cordura Naturalle fabrics from One Chang and Yoonia will be on display in a new Destination Durability section of the booth, showcasing the brand's commitment to young designers of tomorrow.

www.cordura.com