Welcome to PrimaLoft® Press & Media Kit
Contents
PrimaLoft® Company & Brand PrimaLoft® Insulation The Science behind the Success PrimaLoft® vs Down
PrimaLoft Key Innovations PrimaLoft® P.U.R.E.™ PrimaLoft® Bio™ PrimaLoft® Cross Core™ PrimaLoft® ThermoPlume® PrimaLoft® Active & Active Evolve PrimaLoft® RISE PrimaLoft® Ocean Bound
Global PR contacts
Performance & Sustainability, Fueled by Innovation PrimaLoft makes products that people feel, but usually don’t see. And while its technology may be hidden from sight, it has a direct effect on the consumer experience. The company is constantly developing ‘unseen’ technologies that have a positive impact on the performance of garments, as well as on the environment. PrimaLoft technology can be found across a variety of products – from jackets, footwear, and gloves, to sleeping bags and bedding. Regardless of the finished product, PrimaLoft elevates performance through its industry-leading material innovation.
The PrimaLoft® Brand is on a Relentlessly Responsible™ Mission PrimaLoft believes in creating materials that enable its partners and consumers to unleash the full potential of people, products and planet, together in harmony. This is the purpose behind the company’s innovative expertise. PrimaLoft focuses its innovation through two guiding principles – Performance and Sustainability. With each new technology or update, the goal is to provide the highest possible performance, while reducing its impact on the environment.
DOWNLOAD ASSETS
WATCH VIDEO
This is the core of PrimaLoft’s Relentlessly Responsible™ mission to push the limits of material science forward, striving for the perfect balance between performance and sustainability – each one elevated, neither sacrificed.
Company History PrimaLoft is an advanced material technology company based in Latham, New York, with a global footprint. The company is the world leader in research and innovative development, specializing in high-performance insulations and fabrics. PrimaLoft provides solutions for global brands across outdoor, lifestyle, home & bedding, work wear, hunting and military applications. PrimaLoft® insulation was originally developed for the U.S. Army as the first water-resistant, synthetic alternative to down. Soon after commercialization, L.L.Bean and Polo Ralph Lauren were the first brands to adopt the insulation for their collections. Over the past 35+ years, PrimaLoft has taken a pioneering path to the front of the market. PrimaLoft was utilizing post-consumer recycled (PCR) content in its products as early as 1997, well before the industry was widely promoting recycled materials. In recent years, technical engineers have been developing a series of breakthrough technologies that are unique in the market and offer solutions for essential needs of the textile industry – such as microfiber pollution and carbon emission reduction. Today, the brand is recognized as a benchmark for providing highperformance products, while lessening its impact on the environment. PrimaLoft has earned the trust of more than 950 brands, with Patagonia, Helly Hansen, Timberland, adidas, Land’s End, Lululemon and Spyder as just a few examples of long-term partners.
Bringing the PrimaLoft® Brand to Life In support of the brand’s Relentlessly Responsible mission, PrimaLoft has recently expanded its marketing efforts with a focus on communicating directly with a targeted group of consumers to create awareness for the PrimaLoft® brand. This newly defined target places high value on products that not only perform at the highest levels but, are also legitimately good for the world around them. In 2021, Seek the Unseen™ launched as PrimaLoft’s first consumer campaign. With this campaign, PrimaLoft is encouraging people to look for the unseen moments of comfort, inspiration, and responsibility in their lives. Encouraging people to recognize these moments, and to look for PrimaLoft in the apparel, footwear, and bedding that enables those experiences, allows the brand to create an authentic link between the benefits of PrimaLoft and a consumer’s life.
WATCH VIDEO
PrimaLoft Insulation High-performance Fibers for Maximum Comfort The science behind the success: It all starts with the fiber size
Fiber Size Initially developed as a synthetic alternative to natural down, PrimaLoft today offers more than 40 different insulation products across various applications. What they all have in common is the ultra-fine fiber structure, which is 7 times smaller than a human hair, resulting in several unique characteristics that set PrimaLoft® insulations apart from other materials on the market.
Thermal Efficiency When constructed into insulations and fabrics, PrimaLoft fibers create millions of small air pockets that retain body heat from the wearer. Thinner fibers trap greater quantities of air, resulting in superior thermal performance in any activity and weather situation.
Water Resistance A significant advantage PrimaLoft holds when compared to natural down is that PrimaLoft fibers are hydrophobic, which means they don’t take on water and moisture. Most PrimaLoft products are equipped with inherent water-resistance through a process free from PFC & fluorocarbons. PrimaLoft insulation products maintain up to 95% of their thermal performance when exposed to moisture. This enables the wearer to stay warm, even in wet conditions, while also allowing for quick-drying during laundering.
Lightweight The ultra-thin fibers that make up PrimaLoft products enable high thermal values at low weights, providing superior lightweight warmth for a variety of applications.
Durability PrimaLoft insulations and fabrics are designed to be extremely stable, standing up to harsh conditions during wearing and washing. This enables long-lasting performance – which means long-lasting garments. Many products are also designed specifically to reduce fiber shedding, improving longevity and helping to reduce environmental impact.
Breathability Once again, ultra-thin PrimaLoft fibers enable structures that trap heat, while remaining highly breathable, bringing together high thermal efficiency and breathable performance in perfect harmony.
Compressibility The structure created by durable, ultra-thin PrimaLoft fibers allows for PrimaLoft insulation to be highly compressible. This allows for conveniently lightweight, packable gear that bounces back after compression.
Softness The thinner the fiber the smoother the hand feel. PrimaLoft fibers are finer and softer than cashmere providing comfortable, cozy warmth.
DOWNLOAD ASSETS
WATCH VIDEO
PrimaLoft® fibers vs Down The main differences between the natural material and the synthetic alternative.
PrimaLoft® P.U.R.E.™ saves up to 70% C02 in the production of insulation New standard for renewable manufacturing technology drastically reduces carbon emissions
PrimaLoft® P.U.R.E.™ is a breakthrough renewable manufacturing technology that uses a proprietary technique to reduces carbon emissions by up to 70% compared to traditional production methods. Originally introduced in 2019, P.U.R.E.™, which stands for ‘Produced Using Reduced Emissions’, has been a key focus for the expert development team at PrimaLoft. The technology is a key part of the company’s ongoing Relentlessly Responsible™ mission to elevate both performance and sustainability. PrimaLoft completed a comprehensive environmental assessment of the insulation manufacturing processes and identified the most impactful opportunities to reduce carbon emissions. From there, PrimaLoft engineers focused on increasing energy efficiency by making changes around the fiber recipe, introducing new thermal equipment, and optimizing the source of energy to drastically reduce carbon emissions. The fiber itself maintains the same basic structure as its existing batted insulations, with special attention paid to the recipe for the binder fibers that provide the insulation with its structural integrity and durability. The Facts: Three products are currently available using PrimaLoft® P.U.R.E.™ manufacturing technology, all made using 100% post-consumer recycled material: PrimaLoft® Gold Insulation P.U.R.E.™; PrimaLoft® Silver Insulation P.U.R.E.™; and PrimaLoft® Black Insulation P.U.R.E.™. With PrimaLoft® P.U.R.E.™, brands can use a high-performing and sustainable insulation material with lower CO2 footprint, compared to traditional insulation materials. PrimaLoft® P.U.R.E™ is used in garments from global brands, including adidas, Bergans of Norway, GAP, J Crew, Mountain Hardwear, Patagonia, Prana, Stone Island,Ternua and Vaude. DOWNLOAD ASSETS
WATCH VIDEO
PrimaLoft® Bio™ Designed to Return to Materials Found in Nature Break-through innovation helps to reduce the long-term impact of microplastics
PrimaLoft brings a new approach to sustainability without compromising the industry-leading performance and comfort by introducing PrimaLoft® Bio™ fibers. This breakthrough innovation is the first-ever technology that uses 100% recycled content and enables synthetic insulation and fabric fibers to return to materials found in nature. This represents a holistic solution for every step of a product’s continued journey and another important step in PrimaLoft’s Relentlessly Responsible™ commitment to create sustainable products without compromising performance. Many garments and textiles are made from materials that can shed microfibers. No matter how high quality the product, this can occur during washing, normal wear-and-tear and eventual end of life. These products and microfibers often end up polluting environments like our waterways, oceans and landfills. Products made with PrimaLoft® Bio™ fibers have been specifically developed to return to materials found in nature, in an effort to reduce the environmental impact of microfibers and garments throughout their life. PrimaLoft® Bio™ takes all aspects of a product’s journey into consideration, reducing the environmental footprint at each step while remaining highly durable throughout its usable life cycle in a garment. The use of 100% recycled material means a drastic reduction in the amount of carbon emitted during the production of the fibers, as compared to similar fibers made from non-recycled polyester. Highly durable and built to last, PrimaLoft® Bio™ returns to materials found in nature only when exposed to marine, wastewater and landfill environments – reducing the long-term impact of microplastics in those environments. PrimaLoft® Bio™ can be chemically recycled, again and again, while maintaining the same high performance – which means the fibers are ready for the future of circularity DOWNLOAD ASSETS
WATCH VIDEO
The unique technology has enabled brands to join PrimaLoft in setting sustainability forward, including Aigle, Aritzia, Artilect, ECCO, Everlane, Horsefeathers, Maloja, Namuk, Reusch, The Fine Bedding Company.
PrimaLoft® Cross Core™ Next Level Comfort and Performance The PrimaLoft® Cross Core™ platform includes some of the company’s highest-performing products by fusing multiple technologies for elevated comfort and thermal performance of garments. For the initial product series, PrimaLoft engineers have combined best-in-class PrimaLoft® insulation fibers with aerogel, an extremely light material with tremendous thermal properties, reaching levels of lightweight warmth previously achieved only by down. Originally pioneered by NASA for use in aerospace applications, aerogel is composed of more than 95% air and is the lightest solid material known to man. In its solid state, aerogel acts as a temperature barrier, locking out extreme cold and heat. PrimaLoft engineers have found a way to integrate aerogel material into the fibers, allowing PrimaLoft to develop apparel insulation that withstands the extreme challenges of outdoor garments. When Aerogel is fused with PrimaLoft® Insulation, it provides a significant boost in warmth without increasing weight. This enables PrimaLoft customers to achieve both enhanced warmth and decreased weight, allowing for the freedom to design both highly technical apparel and fashionable pieces with a variety of silhouettes. Initially launched in 2017, this unique technology is now used in four PrimaLoft® products with different constructions and performance benefits, including stretch. As part of the company’s Relentlessly Responsible™ mission, it was important to marry the products with an increased emphasis on sustainability. In 202,1 the amount of post-consumer-recycled material was elevated up to 90% while maintaining the industry-leading performance attributes. Products in the PrimaLoft® Cross Core™ Series have been adopted by more than 50 brands, globally: 5.11, Black Diamond, Free People, Head Sportswear, Karpos, LL Bean, Maloja, Millet, Montane, Rab, Roeckl, Salomon, Strafe, Vaude, are just some examples.
DOWNLOAD ASSETS
WATCH VIDEO
PrimaLoft® Insulation ThermoPlume® The Sustainable, Ethical Down Alternative Looks like down, feels like down, performs like PrimaLoft With PrimaLoft® Insulation ThermoPlume®, the technical engineers at PrimaLoft unlocked the key to mimicking down feathers. This innovation offers all the benefits of the natural material while adding the performance and socially conscious benefits of PrimaLoft synthetic insulation. Made from 100% recycled material, PrimaLoft® ThermoPlume™ provides a responsible, vegan option to down. The unique 3D-plumes of PrimaLoft® ThermoPlume® imitate the structure of down feathers. In a garment, those plumes work together to create thermally efficient air pockets that provide exceptional warmth. The result is similar lightweight thermal performance, loft, softness and compressibility to down - including a flattering, puffy silhouette. Unlike down, PrimaLoft® ThermoPlume® synthetic fibers are water resistant to keep the wearer warm, even in wet conditions. Additionally, the durable fibers stand up to laundering and dry quickly, which makes garments much easier to care for. The technology also provides key benefits for brands’ garment designers. Thanks to its aerodynamic design, ThermoPlume® is blowable on traditional down-blowing machines, for ease of manufacturing.
DOWNLOAD ASSETS
WATCH VIDEO
Five years after the introduction of this innovation, PrimaLoft® ThermoPlume® has built a strong reputation in the outdoor apparel & lifestyle markets. Today the series includes three different products. In its relentless approach to elevate both sustainability and performance through innovation, PrimaLoft was able to convert PrimaLoft® ThermoPlume® insulation to 100% recycled material while keeping the same level of comfort and warmth. In addition to repurposing existing polyester, using recycled material results in drastic carbon savings compared to virgin polyester. With more than 50 brand adoptions, PrimaLoft® Insulation ThermoPlume® is one of the best-selling products in the portfolio. Some examples are Nike, Alo Yoga, Alphatauri, Boomboogie, CMP, Ecoalf, Free People, Joe Fresh, Lacoste, Lands' End, Millet, Montane, Peuterey, Polo Ralph Lauren, Puma, Rossignol and Sun Valley.
PrimaLoft® Active: Lightweight Warmth Meets Best in Class Breathability Year-round comfort, no matter the activity or weather The PrimaLoft® Active line of products was developed to deliver lightweight warmth and breathability in a wide range of activities, regardless of the season. With the needs of people while life an active lifestyle in mind, PrimaLoft engineers identified the most important benefits to maximize performance and comfort: breathability, moisture management, stretch and freedom of fabric. Whether out on a trail run, walking the dog, cross country skiing or strolling to brunch, PrimaLoft® Active enables the wearer to enjoy the moment. The specific structure of the insulations delivers lightweight warmth when at rest, while enabling a pleasant airflow and high breathability when on the move. This allows water vapor from perspiration to escape, regulating moisture levels and body temperature. Selected products within the platform also feature stretch, for a wider range of motion. PrimaLoft® Active products match with almost any fabric material, giving designers full freedom of creativity to develop unique style with maximum performance. The PrimaLoft® Active platform has five different products, including four insulations and a special Insulating Fabric – combining the thermal advantages of insulation with the versality of fabric. The latest addition in the Active family is called PrimaLoft® Gold insulation Active Vent – designed with bidirectional stretch for maximum freedom of movement while also providing lightweight warmth and breathability during intense activity. As PrimaLoft is committed to creating products with world-class performance that are also reduce impact on the environment, PriamLoft® Active products are made using a percentage of PostConsumer Recycled Material. Individual products are composed of up to 100% PCR.
DOWNLOAD ASSETS
WATCH VIDEO
Many brands across outdoor and lifestyle have adopted PrimaLoft® Active Insulations for their collections. Some examples include Jack Wolfskin, adidas, Moncler, Helly Hansen, lululemon, RAB, Sitka, and Stone Island among others.
PrimaLoft® Active EVOLVE: The insulating fabric that EVOLVES with you Year-round comfort, no matter the activity or weather PrimaLoft® Active Evolve is a line of insulating fabrics that is designed to evolve performance, design, and sustainability. Combining the lightweight warmth of insulation with the breathability of fabric, this technology is developed to perform in a wide range of activities, regardless of intensity or season. From striding through a challenging cross country ski tour, to working up a sweat hiking to the next peak, PrimaLoft Active Evolve keeps you in your comfort zone – even when you’re pushing yourself out of it. PrimaLoft Active Evolve, known for its exceptional breathability, moisture management, and stretch capabilities, has garnered widespread attention and adoption within the outdoor and lifestyle apparel industry. Several products in the Active Evolve line can be used as a next-toskin fabric. This enables brands to forego liner fabrics, which means heat and moisture are more efficiently managed, breathability is supported, and user comfort is maintained. In addition to achieving optimal performance during aerobic activity, this yields a wider utility and year-round use, all while using less overall material, reducing footprint and waste. Products within the Active Evolve line are made from up to 100% post-consumer recycled content. This product series was designed to evolve with the wearer as it’s breathability provides a thermoregulating system that maintains comfort and elevates performance year-round for any activity. With more than a dozen brand adoptions, PrimaLoft Active Evolve’s adaptability for the user, range of use across activities, and seasonal timing, is quickly making this one of the most versatile products in the PrimaLoft portfolio. For Fall/Winter 2023-2024, key partner brands include CP Company, Eddie Bauer, Endura, Löffler Martini Sportswear, OMM, Quiksilver, Sitka, Ziener and more.
DOWNLOAD ASSETS
WATCH VIDEO
PrimaLoft® Insulation RISE Elevated Comfort and Style Versatile down alternative with increased loft for use in various applications PrimaLoft has created another attractive alternative to natural down. With PrimaLoft® Insulation RISE, technical engineers have unlocked the secret to increased loft for exceptional warmth allowing for the elevated, puffy aesthetic traditionally created by using down, with all the ethical benefits of a synthetic. PrimaLoft® Insulation RISE delivers an aesthetic alternative to natural down, while providing best-in-class durability and resilience for long-lasting performance. The material experts at PrimaLoft have developed a unique manufacturing process that further increases loft, which gives designers the freedom to create elevated garments thanks to reduced construction requirements. This product has been developed to deliver high levels of warmth, with less weight than traditional synthetic insulations. Low water retention allows for it to maintain that warmth, even when wet. With 80% post-consumer recycled content and special longevity, this insulation is another sustainable solution that combines technical performance with responsibility and style.
DOWNLOAD ASSETS
WATCH VIDEO
Endless versatility – from lifestyle piece to technical outdoor garment, sleeping bag to cozy duvet. The performance characteristics of PrimaLoft® Insulation RISE make it an ideal fit for a variety of applications. Designers of fashion and outdoor garments will appreciate the lightweight and easy-to-use material, enabling the design of voluminous looks without the need to follow specific quilting requirements. Due to its increased resilience, which retains thermal performance even after frequent compression, PrimaLoft® Insulation RISE is ideally suited for sleeping bags, where low weight and pack size play an important role. Lastly, this innovation can be used for Home Furnishing products like duvets and pillows, creating the aesthetic of down while avoiding the hassle of shifting material. It’s also easy to care for and suitable for allergy sufferers. Way over 50 outdoor and lifestyle brands have adopted PrimaLoft® Insulation RISE for garments and sleeping bags, including adidas, Alphatauri, Aritzia, Berghaus, Black Diamond, Browning, Converse, Jack Wolfskin, Joe Fresh, Lululemon, Obermeyer, Ripzone, Sitka, among others.
PrimaLoft® Insulation with Ocean Bound Plastic Plastic from coastal areas now bound for high performance PrimaLoft® insulation PrimaLoft® Insulation with Ocean Bound Plastic is another innovation, that balances performance and sustainability. It uses atrisk plastic collected near coastlines to create high-performance insulation, preventing plastic waste from reaching the ocean. This high-performance insulation made from 100% post-consumer recycled content, with 60% of that recycled material coming from plastic bottles sourced within a 50 kilometer/30 miles radius of coastal areas. Sourcing at-risk plastic before it reaches the ocean preserves its ability to be made into high-quality PrimaLoft insulation, while preventing it from contaminating marine environments. The process is certified by OceanCycle, a social enterprise focused on preventing ocean plastic pollution and improving livelihoods in coastal communities through certification and direct social interventions. OceanCycle certification provides independent, thirdparty verification that ensures the material’s proximity to coastlines, ethical sourcing, and end-to-end traceability – documented from collection through to manufacturing. PrimaLoft's Relentlessly Responsible™ mission is to elevate both performance and sustainability through innovation. PrimaLoft® Insulation with Ocean Bound Plastic is an important solution for both the environment and the recycling supply chain. The quality of plastic quickly degrades once it’s exposed to the elements in ocean water, making it unusable for most recycling efforts. By capturing plastic waste before it can reach the ocean, PrimaLoft is able to use the material to create products that offer brand partners and consumers the best mix of performance and versatility with a reduced environmental impact.
DOWNLOAD ASSETS
WATCH VIDEO
The insulation features all the performance benefits PrimaLoft is renowned for, including lightweight thermal performance in both dry and wet conditions, convenient packability, and long-lasting durability. Helly Hansen and Isbjörn of Sweden will be the first brands to use the new insulation in FW23 collections.
PrimaLoft Press Contacts Sr. Global Communications Manager Ken Fisk ken.fisk@primaloft.com
European Communications Manager Florian Schneiderbanger florian.schneiderbanger@primaloft.com
Press Office | North America Backbone Media John Dicuollo john.dicuollo@backbone.media Anneke Efinger anneke.efinger@backbone.media
Press Office | France 187COM Lucile Dufau lucile@187com.fr Bertrand Drumain bertrand@187com.fr
Press Office | Germany, Austria, Switzerland crystal communications Marie Meixner marie.m@crystal-communications.de Thomas Bergmann thomas.b@crystal-communications.de
Press Office | Italy NVC Europe Nicole Vitali nicolevitali.consultancy@gmail.com
Press Office | UK East River PR Sue Reay sue@eastriverpr.co.uk
Thank you.