PrimaLoft Bio performance fabric. © PrimaLoft

PrimaLoft, a leader in advanced material technology, has announced its partnership with five iconic outdoor brands to introduce PrimaLoft Bio, the first 100% recycled, biodegradable synthetic apparel insulation and performance fabric.

In tandem with Helly Hansen, Houdini, L.L.Bean, Norrøna and Vaude, apparel featuring PrimaLoft Bio will first debut at retail in autumn 2020, with some brands debuting styles in the following seasons. Brand partner concept styles will be on display at PrimaLoft booth at ISPO Munich, from 3-6 February 2019.

“We’ve collaborated with a community of brands that share our common sustainability values and goals,” said PrimaLoft president and CEO, Mike Joyce. “It is a privilege to introduce PrimaLoft Bio with these respected partners – all of whom provided invaluable insight and feedback on this technology. Together, we are establishing a new industry standard for environmentally conscious product design, sustainability best practices and transparency, to meet consumer demand.”

Made from 100% post-consumer recycled material, PrimaLoft Bio fibres break down when exposed to specific environments – such as a landfill or the ocean. PrimaLoft has enhanced the fibres to be more attractive to the naturally-occurring microbes found in these environments so that they eat away at the fibres at a faster rate, returning the fabric or insulation to natural elements. Fibres will only biodegrade when exposed to these naturally-occurring microbes in landfills or bodies of water, thus, the insulation or fabric remains highly durable throughout its usable life cycle in a garment.

Houdini Sportswear

Swedish outdoor brand Houdini Sportswear, one of Europe’s pioneers in sustainability, is a long-term partner of PrimaLoft. In 2018, the company published This is Houdini, an ECO-report that has gained international recognition for portraying their progressive stance on sustainable practices and for its science-based efforts to assess Houdini's planetary impact.

PrimaLoft fibre production. © PrimaLoft

“Recycled polyester is a great example of how innovation and technology enables us to achieve great things. Micro fibre contamination is an example of the opposite,” said Eva Karlsson, CEO of Houdini. “In the PrimaLoft Bio project we are seeking ways for nature and technology to form stronger partnerships rather than function at the expense of the other. Regeneration for the planet is what we are aiming for at Houdini and in partnership with PrimaLoft it seems we are getting pretty damn close.”

Helly Hansen

Helly Hansen, a leader in performance ski and sailing apparel and premium workwear, will launch products with PrimaLoft Bio in North America and Europe. “Helly Hansen designs performance products keeping consumers protected and comfortable, especially in harsh and unpredictable conditions. We’ve partnered with PrimaLoft for many years to introduce high-performing apparel for skiing, sailing and outdoor adventure, including the recent introduction of our lighter, warmer LifaLoft powered by PrimaLoft Insulation. PrimaLoft Bio enables us to continue pushing our sustainability efforts forward, without sacrificing the performance we’ve come to expect from their best in class technologies. It’s a win-win for consumers and the outdoors,” commented Philip Tavell, Category Managing Director, Ski/Mountain at Helly Hansen.

Norrøna

Norwegian outdoor company Norrøna counts sustainability as an essential foundation throughout their entire value chain. “At Norrøna, sustainability and protecting the environment are top priorities, and we consider these efforts to be the most important work that we do. We are happy to see that PrimaLoft also recognises the importance of addressing and prioritising these issues. As a partner for many years, we at Norrøna are excited to be a part of this launch,” said Jørgen Jørgensen, CEO of Norrøna.

Vaude

German brand Vaude has challenged PrimaLoft in creating sustainable products and has committed to completely changing its PrimaLoft Silver Insulation and PrimaLoft Black Insulation products into 100% recycled versions by Spring 2019.

“Within our Philosophy of sustainability we have looked at different scientific approaches for recycling and bio-based/bio-degradable materials. The PrimaLoft Bio technology is a unique opportunity that we are working with to create biodegradable products. We are excited about joining PrimaLoft in this endeavor and are making our first prototype garment samples for further testing,” said Uwe Gottschalk, Chief Product Officer of Vaude.

www.primaloft.com