The North Face debuts new textile technology for outerwear
Outerwear brand The North Face says it has found a way to create a waterproof coat that isn’t something “loud, crunchy, muggy and unpackable”, but rather breathable, comfortable and more sustainable.
Enter 'Futurelight', a new textile technology, introduced at the Consumer Electronics Show in Las Vegas this week, that promises to be the most advanced breathable-waterproof outerwear material available.
"Imagine a waterproof t-shirt, sweater or even denim that you actually want to wear. Today we start with jackets, tents and gloves, but the possibilities could be endless", explained Global General Manager of Mountain Sports at The North Face, Scott Mellin.
The fabric innovation uses a “nanospinning” process that creates nano-level holes in its fabric, allowing air to move through the material, while still maintaining total waterproofness.
The technology has equally allowed the brand to create three-layer garments with recycled fabrics, fewer chemicals, while being produced in a cleaner, solar-powered factory. The result: more sustainable outerwear.
The company said the textile was tested by the brand's global athlete team and is “expedition proven” haven been used in harsh environments, including the Himalayas' Lhotse and Everest.
"Disruption is one of the key elements in the DNA of The North Face brand. It is what our company was founded on and, to this day, we still believe that disruption is the key to future growth," Mellin said.
"Our teams are constantly thinking about the future of our product technology portfolio and how we can push the limits to create the next best innovation for our athletes and consumers, which is how Futurelight came to life and why it will forever change what consumers expect from their product."
The Futurelight fabric is expected to first become available to consumers this fall, through The North Face's Fall 2019 product line and will be featured across the brand's pinnacle performance collections.
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