Invista's Latest Gives Wool a Sporty Twist
Invista has introduced a new variant on its Coolmax performance fiber for cold-weather applications. Coolmax Fabric for Wool is a new staple-fiber blend that incorporates the natural insulation properties of wool with the moisture-management characteristics of Coolmax.
Coolmax Fabric for Wool fibers can be processed in much the same way as traditional wool fibers. The resulting fabric is quick-drying and machine washable, according to the company, which is marketing the fiber as suitable for “outdoor activities in extreme-weather conditions.”
The new fiber was one of several new developments introduced recently by the Wilmington, Del.–based company, including Coolmax XtraLife Fabric for socks. The new fiber blends Coolmax’s wicking properties with two other Invista products: Lycra, for shape-retention, and Cordura, for abrasion resistance. Another product, Coolmax Extreme FreshFX, incorporates silver’s natural antimicrobial properties into the fiber by adding a silver additive to the polymer.
Invista recently held bicoastal events to introduce its new developments—and its new marketing campaign—to the West and East Coast markets.
The Los Angeles event, held June 18 at The Standard Downtown hotel, drew representatives from the swimwear, activewear and juniors markets.
At the event, Julien Born, Invista’s global segment director, active/outdoor, said the company has refocused its structure regarding the global activewear and outdoor-apparel market. The company’s efforts include developing and introducing innovative new products, hiring industry specialists and focusing attention on “our most valuable assets: our brands,” Born said.
Bruce Rowley, Invista’s global brand and communications director, unveiled the company’s new promotional materials for its Coolmax brand. The campaign, shot in Los Angeles by sports photographer Scott Morgan, highlights several sports from golf and biking to running and soccer. The campaign’s message: “Keep Your Cool, Max Your Performance” was designed to underscore the concept that Coolmax is “the ultimate performance fiber,” Rowley said.
The campaign was brought to life by models positioned around The Standard’s conference room re-creating the activities featured in the ads.
The company also used the event to introduce its first Coolmax “brand ambassador,” Andrew Skurka.The professional hiker and backpacker was named 2007 “Adventurer of the Year” by National Geographic Adventure magazine and was profiled in Outside magazine’s “Outside 100: The Big Ideas and Visionary Giants You Need to Know” feature in 2007, as well.
Skurka will be road-testing new Coolmax fibers during an upcoming trek through Iceland. The outdoorsman will be wearing DeFeet socks made with Coolmax Xtralife and base layers from Tac Wear and other manufacturers made from Coolmax Extreme FreshFX. Skurka will be on hand at the Invista booth at the upcoming Outdoor Retailer trade show in Salt Lake City. —Alison A. Nieder
