'Modern Outdoor' Movement Emerges at ORSM'15
by Kathlyn Swantko
Attendees, including Retail Buyers, distributors and importers, expressed an interest in the new "modern outdoor" movement, which helped to propel Outdoor Retailer Summer Market ‘15 attendance to an overall +9% increase. The preliminary attendance numbers across all category segments attending the show, held August 5-8 in Salt Lake City, showed strong growth (including independent reps up +16%, working media up +6%, and designers up +68%).
Strong Summer Market stories were driven by the modern outdoor trend, which started at Summer Market '14. The effort is being defined as like-minded brands with a common and growing interest in the urban and lifestyle trends that have influenced and invigorated the outdoor market. Both watersports and the emerging "athleisure" category have played an important role in contributing to this movement.
This new modern outdoor trend is not a fluke, and has inspired new developments presented by Summer Market supplier exhibitors. The FabricLink Network covers a few of these new innovations.
Schoeller Textil focused on nature and sustainable technologies at the show, promoting its dyeing/printing, and the expansion of its natural innovative corkshell™ fabrics and mulesing-free wool.
Ecodye is Schoeller’s eco-friendly polyester dyeing process. The technology accelerates the dyeing process of polyester yarns and piece goods, therefore saving 30% in water, energy, and the environment.
Schoeller’s corkshell technology has succeeded in combining the outstanding, natural features of cork with those of high-quality functional textiles. Corshell offers natural thermal insulation, along with high breathability and outstanding comfort.
According to Shannon Walton, marketing director of Schoeller, stated, "Schoeller’s Mulesing-free Merino wool from Tazmania is the most sustainable wool on the planet." Schoeller featured superlight summer soft-shell Merino wools in a variety of abrasion-resistant, breathable, and temperature-regulating fabrics.
PrimaLoft, Inc. continued the debut of its latest proprietary technology in insulations, PrimaLoft® Silver Insulation Active. Initially introduced at WinterMarket 2015, this insulation solution offers breathability and unmatched warmth, specifically designed for high-aerobic activities. The construction of PrimaLoft® Silver Insulation Active enables excess heat and moisture to escape, keeping the user comfortable and dry. The proprietary finish and manufacturing process locks tiny PrimaLoft fibers in place, preventing them from migrating through fabrics. As a result, PrimaLoft® Silver Insulation Active can be paired with a variety of breathable shell and liner fabrics.