Helly Hansen to feature PrimaLoft

Performance apparel and footwear brand to include PrimaLoft insulation throughout its AW11 range

Helly Hansen is to exclusively include PrimaLoft insulation technology across its entire autumn/winter 11 product line, including sportwear, outdoor, wintersport and kids collections.

Helly Hansen will use the full range of PrimaLoft synthetic insulations across the AW11 product line, including PrimaLoft Sport in lightweight compressible insulator jackets, PrimaLoft Infinity in stretch skiwear and the new WarmCore by PrimaLoft in lifestyle, kids and junior ranges. WarmCore by PrimaLoft is a proprietary insulation developed in cooperation with Helly Hansen for the brand’s exclusive use in its apparel line.

Helly Hansen vice president of merchandusing, sourcing and development Richard Collier said: “By utilising PrimaLoft insulation technology exclusively across the entire Helly Hansen AW11 product line, we will create lighter, softer and more comfortable insulated garments with superior insulation properties.

 “To continue Helly Hansen’s growth in market share in this very competitive marketplace we believe adding value through real innovation and actual consumer benefits is the only way forward

“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.”