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ALSO INSIDE: All the trade show highlights from ISPO Munich 2020

Save the date. OutDoor by ISPO 2020. SOFTWARE SOLUTION How to achieve faultless sales and delivery

ISPO Munich special 2020

INSIDE THIS ISSUE: Help your brand stand out to maximise exhibition sales

4-day tradeshow. 361-day platform. 365-day movement. Discover more than the market overview, exciting innovations, products and brands. Create new possibilities and opportunities for growth and join the industry in shaping a contemporary and desirable outdoor identity. June 28–July 1, 2020, Messe München

Pattern Ltd / Tel. +44 20 3375 8230 / david@pattern.co.uk

#OutDoorByISPO ispo.com/outdoor

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OFF-GRID ...situations where a good light, a reliable charge, or a warm meal can transform your environment. We are reinventing the ways we can make you feel at home, o-grid, no matter where you are.

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ALSO INSIDE: All the trade show highlights from ISPO Munich 2020

Save the date. OutDoor by ISPO 2020. SOFTWARE SOLUTION How to achieve faultless sales and delivery

ISPO Munich special 2020

INSIDE THIS ISSUE: Help your brand stand out to maximise exhibition sales

4-day tradeshow. 361-day platform. 365-day movement. Discover more than the market overview, exciting innovations, products and brands. Create new possibilities and opportunities for growth and join the industry in shaping a contemporary and desirable outdoor identity. June 28–July 1, 2020, Messe München

Pattern Ltd / Tel. +44 20 3375 8230 / david@pattern.co.uk

#OutDoorByISPO ispo.com/outdoor

ObI20_Anz_StD_190x210_E-GB.indd 1 01_Cover_V1.indd 1

20.12.19 11:01 09/01/2020 19:52

Editor: Heather Ramsden Tel: 07974 903726 Email: heather.ramsden@sgboutdoor.co.uk Advertising: Tom Saunders Tel: 07841 412199 Email: tom@silverbackpublishing.rocks

First Words Heather Ramsden

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ustainability is a buzz word in the outdoor industry with manufacturers pulling out all the stops to ensure their products are sustainably produced using the most sustainable materials. Not only does this allow them to play their part in safeguarding the planet in the face on the growing climate crisis, but also gives them valuable eco-credentials. At ISPO Munich this year, the the Sustainability Hub will focus on five key themes offering advice on the responsible changes retailers/ manufacturers can make. All the details are on our ISPO preview on page 6&7 where exhibition director Markus Hefter gives us some insight into what to expect from this year’s event. For a more detailed look at what some of the exhibitors are planning, turn to pages 8, 10, 11 and 13. With this the 50th anniversary of ISPO, the Munich event promises to be a bumper trade show.

Publishing: Silverback Publishing Ltd Publisher: Tom Saunders Managing Director: Andrew Crispin Commercial Director: Simon Millet Design: Keith Wood / @hypecreative Whilst every care is taken in the preparation of SGB Outdoor, the editor or publisher do not accept any liability for inaccuracies. Opinions expressed are not necessarily those of the editor. Publication of advertisements and information does not imply recommendation. Publication of submitted items will be at the discretion of the editor. No part of this magazine may be reproduced without the permission of the directors of the company

Contents 4. Trade news 6. Interview with ISPO Munich Exhibition director Markus Hefter 8. ISPO product previews

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9. Printwear & Promotion Live preview 10-13. ISPO product previews 14. Sustainability: How brands can make a difference 18 - 46. Brand features

Welcome

elcome to our ISPO special publication. In this issue Claire Higgins, founder of Hark Solutions talks about how aWorkbook can transform the way a brand both delivers and sells its products in a most efficient and effective way. (Pg 22)

We also hear from Kate O’Sullivan, managing director of ADPR, who gives us some tips on how to maximise sales at exhibitions. As Kate points out (on page 39), “Having a killer pre-show sales & marketing campaign is essential to help your company stand out from the competition.” I wish you a happy and successful new year.

Simon Millet, Commercial Director

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INDUSTRY NEWS

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olumbia has launched a campaign in partnership with the UK National Parks that celebrates and promotes diversity and inclusivity in the great outdoors. With the belief that the outdoors is for everyone irrespective of race, class, creed or ability, Columbia is supporting a number of community groups and charities across the UK to shine a light on the work they undertake to bring the outdoors to a broader audience. The campaign showcases the power the outdoors possesses in unifying communities, improving health and wellbeing and connecting us with nature. Columbia has partnered with a number of diverse not-forprofit initiatives to celebrate and share the work they do as well as providing them with their latest seasonal apparel whilst on

COLUMBIA CAMPAIGN BRINGS OUTDOORS TO WIDER COMMUNITY

shoot to help keep them in the outdoors for longer. One of these groups is Boots and Beards, a Glasgow-based organisation which focuses on bringing together people from ethnic communities to have fun

in the outdoors. Regulars at Loch Lomond and The Trossachs National Park, the group works with its local residents to improve their health, widen access to the natural environment and help create a better life for present and

future generations. Columbia is also supporting The Change Foundation which runs an award-winning programme entitled Street Elite which engages young people on the edges of gangs and crime across London through sport and outdoor activities.The initiative helps young people transition from NEET (not in education, employment or training) into work, apprenticeships, training or education opportunities. Eoin Treacy, UK marketing manager at Columbia said: “We’ve been inspired by the groups we are supporting who are helping increase access to some of the country’s most beautiful spots. Their work is bringing the many benefits of the great outdoors to new audiences - encouraging more people to get outside.”  

AIR AMBULANCE CHARITY ENLISTS BERGHAUS TO EQUIP CREWS

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edical charity the Great North Air Ambulance Service (GNAAS) has enlisted the support of Berghaus this winter. The Sunderland-based brand has donated thousands of pounds worth of clothing and equipment for GNAAS staff to use during callouts across the North East and Cumbria. The kit includes waterproof and insulated jackets from the more specialist end of its range, designed for use in extreme conditions throughout the year. The Great North Air Ambulance Service runs two emergency response teams, at Teesside International Airport and Langwathby, near Penrith. Last year, GNAAS air ambulances responded to 1,640 call-outs, assisting with many of the region’s most severely injured or ill patients. As a charity, GNAAS relies on financial donations and other support to sustain the services that it provides.

Berghaus will supply GNAAS with a set of kit for around 50 personnel, including all the doctors and paramedics who make up its two emergency response teams. The air ambulance staff now have four-season waterproof, down and fleece jackets, along with overtrousers and other items such as holdalls and accessories, worth around £30,000 in total. • In other Berghaus news, Pentland Brands has announced that Paul Anderton has joined the company as head of category for product and innovation. The latest addition to a growing product team, Paul is highly regarded in the industry. He brings a wealth of UK and international experience and his appointment reflects the brand’s ambitious growth plans. Paul is based with the Berghaus team at the Pentland rands north east headquarters in Sunderland.

FILM DOCUMENTS BREAST CANCER SURVIVOR’S GRUELLING ULTRARACE ACHIEVEMENT

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nov-8’s recently released film Last Women Standing: The Barkley Marathons 2019 follows Nicky, a 52-yearold breast cancer survivor and ultrarunning record holder, as she tackles one of the world’s most notorious and secretive sporting events. The Barkley Marathons is one of the world’s toughest ultra-distance races. Only 15 runners have completed the full 100+ miles since it was first staged in 1986. Last year saw tough competitor Nicky Spinks, attempt to become the first-ever female finisher.  Made famous by a 2014 Netflix documentary, The Barkley Marathons see runners self-navigate their way around an unmarked course, tearing pages from

hidden books as they go, and returning them to enigmatic event organiser, Laz Lake. Staged in Frozen Head State Park, Tennessee, USA, the course features five laps, each involving around 10,000ft of brutally steep, obstacle-laden, muddy mountain ascent through thick woodland and viscous undergrowth. During the film, Nicky forms allegiances with fellow female ultra-runner Stephanie Case, from Canada. The film, shot by Summit Fever Media, was premiered on November 19 and received over 80,000 views in the first six days. Nicky, an inov-8 ambassador, wore the brand’s Graphene-Grip MUDCLAW G 260 shoes for The Barkley Marathons.

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ISBJÖRN REINFORCES COMMITMENT TO REUSE AND REDUCE

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remium technical and sustainable outdoor children’s wear brand, Isbjörn of Sweden, is to launch a rental business for its range of clothing for 0 to 16 year olds. The rental business, which will run via the company website launched in November with the aim of reducing textile waste by reusing garments, while also making new ranges accessible to more customers, for example families who may only go skiing once a year. This latest announcement is another step in Isbjörn’s Green Promise to make the most sustainable outdoor clothing and accessories for the young adventurers of tomorrow. Encouraging active families to consume less, renting individual items will extend the lifecycle

of the garment to multiple owners and in turn reduce environmental impact on the planet. Isbjörn is a bluesign system partner and its products boast of sustainability and longevity. Designed to last, using durable yet sustainable materials, garments are regularly passed down to younger siblings and friends, with features that include grow cuffs to add an extra 3cm to arms and legs for prolonged use. Customers can now sign up for a seasonal subscription to rent Isbjörn shell garments for a monthly fee, before returning for reconditioning for use in the next season. The second time a garment is on rental it will be at a reduced price and the customer will get the opportunity to purchase at a discounted price.

PRIMALOFT MAKES STRIDES IN CARBON EMISSION REDUCTION

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rimaLoft, the specialist in advanced material technology has introduced PrimaLoft P.U.R.E., a proprietary manufacturing technique that reduces carbon emissions by as much as 48%. P.U.R.E., which stands for ‘produced using reduced emissions’ is the latest development in PrimaLoft’s

commitment to make more sustainable products without compromising its performance. PrimaLoft president and CEO Mike Joyce said: “Over the past four years, we have been working towards manufacturing solutions that will drastically reduce carbon emissions. The result is a brilliant shift in our process, that will make a significant impact for the environment.” The initial insulation product being produced with P.U.R.E. manufacturing technology uses 100% post-consumer recycled material and has all the insulating and performance benefits of existing PrimaLoft Gold Insulation. Converting the yearly production of PrimaLoft Gold Insulation to P.U.R.E.

• 48% reduction of CO2 emissions • 348,111 lbs of CO2 reduction • 438,617 miles of CO2 savings – enough to drive around the earth 17.6 times

have now developed a manufacturing technology that uses air, instead of heat, to cure and stabilise the insulation. Patagonia will be the first brand partner to incorporate PrimaLoft P.U.R.E. manufacturing technology in 2020.

Traditional insulation manufacturing requires that fibres are thermally bonded by moving through a slow, highheat oven. As part of PrimaLoft’s Relentlessly Responsible mission, the company completed a comprehensive environmental assessment of its manufacturing and determined that removing the need for thermal ovens would drastically reduce carbon emissions. Primaloft engineers

• In other news PrimaLoft and adidas have committed to taking their long-standing collaboration to a new level. Moving forward, the two brands will join in the strategic development of highperformance, sustainability conscious products. A key focus in this new era of partnership will be the introduction of adidas apparel that features PrimaLoft insulation made with Parley Ocean Plastic.

manufacturing results in:

SUSTAINABILITY IS KEY AT OIA CONFERENCE

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ith a focus on sustainability, the Outdoor Industries Association (OIA) has announced Dr Antje von Dewitz, Vaude chief executive, as the first keynote speaker to headline its 2020 conference to be held on March 16 and 17.  Antje sits on the board of

the European Outdoor Group (EOG) and is highly respected within the industry for heading up one of the best-known European outdoor brands and for pioneering sustainability within her own business. Antje is known to have a strong background in environmental protection

and sustainability which she has used to help implement a strategy at Vaude to have some of the strongest environmental ethics and working practices in the industry. The OIA’s annual conference and AGM is a key event in the outdoor industry calendar and will be held at Shrigley Hall

in Cheshire at the edge of the Peak District. Other speakers at the event will include Scott Nelson of the EOG who will discuss the group’s single use plastic project; Dylan Wyn Pugh of Red Bull and Andrew Denton of the OIA. www.theoia.co.uk

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ISPO INSIGHT

SUSTAINABILITY TRENDING

With global trends towards sustainability gaining momentum, it stands to reason that it will take centre stage at ISPO Munich this year, as the global sports network celebrates its 50th anniversary. Pics: ISPO

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SPO Munich is the first highlight in the industry calendar every year and as so, aims to develop an enthusiasm for sport and outdoors, while at the same time creating an awareness for the sustainable approach to nature. This year, the emphasis on sustainability is even being communicated through the show’s motto “Be responsible. Be active. Be creative (see sidebar). Exhibition director Markus

Hefter contends the demand for transparent communication about products and how they get to consumers is growing – and is more than just a trend. So, to help with this the Sustainability Hub at ISPO Munich in Hall A2 will pursue the concept even further. He urges visitors not to miss the extensive content available at the Sustainability Hub. “Go along and listen to CSR experts and get some insight into the latest sustainability projects and products of the industry.” The Hub themes are structured in five clusters: 1.Roadmaps • Roadmaps, CSR strategies, academies. 2.Retail/Sales • Certificates, EOG RMB. (possibly labels) 3.Environment • Emissions, climate, travel, tourist areas 4.Production & Design • Value chain, circularity, ingredient, labels, sustainable fashion, ISPO Masterclass, Bartenstein Academy / Universities, raw materials,

logistics, fair laboratories 5.Society & Health • Consumption, social engagement, waste projects, sharing concepts. The ISPO Academy Masterclass will present creative and functional potential of performance wear in the 21st Century while some industry pioneers will deliver their insights into their sustainability roadmaps. Open space working stations and a speaker’s corner allow high level networking, podium discussions and well curated speeches for sustainable

efforts and change makers. “Our ISPO team itself is currently working on a sustainability ‘action plan’ – an adaption of the existing Code of Conduct of the OutDoor by ISPO with specific measures and recommendations for a sustainable future, which will be valid for the whole ISPO group,” Mr Hefter reveals further. This year the Outdoor segment of the show is expanding with an additional hall for 2020, Hall A4, which interestingly will welcome the Boardriders Group with brands like Billabong, Quiksilver, Roxy, DC Shoes.

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BE RESPONSIBLE. BE ACTIVE. BE CREATIVE BE RESPONSIBLE Sustainability, whether in relation to production processes or materials, has been a longrunning issue for manufacturers for many years and is gaining more and more importance due to the social discussion. Find out more about various aspects of sustainable products at the Sustainability Hub in Hall A2.

Mr Hefter says: “It is very interesting to see that these brands want to be seen in an outdoor environment. Overall the segment is performing well. We will see trends and topics from travel and water to CSR.” For visitors from abroad, a broad section of whom travel annually from the UK, ISPO Munich offers a wide variety of lectures, presentations and workshops for every single aspect of sports and outdoor activities – and for every member of the industry. “Nowhere else will a retailer get such a comprehensive overview of trends and innovations in all sectors of the of the industry at one place in a short time,” Mr

Hefter assures. He adds: “To simplify the access for international trade visitors, we are again offering our “Altogether to Munich” retail program, which is also available for Great Britain.” A country-specific online platform enables brands and distributors to invite their trading partners simply and efficiently at the click of a mouse, manage appointments, and network in the run-up to the trade fair. Retailers should feel free to ask their partners from industry to use the tool. More information is available online: https://www. ispo.com/munich/aussteller/atm The 2020 iteration of ISPO Munich is already shaping up to

be a bumper year. While exhibitor numbers will be announced during the show, Mr Hefter says organisers are already very satisfied with the occupation of the 18 exhibitor halls. “The pre-registrations for visitors currently look very good and we can hardly wait for the gates to finally open on January 26. Final results will be presented at the end of the fair when we can actually prove how many visitors have passed our doors.” Last year ISPO Munich welcomed 80,000 visitors from 120 countries. The countries with the largest numbers of visitors were, in order, Italy, Austria, France, Switzerland, Great Britain and the Russian Federation. n

BE ACTIVE Visitors can find out how passion for sports can be raised and how the global lack of physical activity can be actively countered within the topic “Health, exercise and sport”. Numerous activities are planned, including both presentations and live demonstrations on stage. The Outdoor Snow & Safety Summit in Hall A3 will be all about responsible, careful approaches to outdoor activities whereby experts will be providing attendees with useful information regarding safety both on and off the slopes. Outside the realm of traditional sports, e-sports have developed into an important sector boasting a large global fan base and incredible growth figures. The East Entrance at ISPO Munich will be the perfect place to discover more about this new and popular sport. BE CREATIVE From the use of new technologies which make skis even faster and sportswear even lighter right through to the invention of new types of sports equipment, the industry’s innovative prowess knows no bounds. Numerous innovative new products have been unveiled and launched in recent years at ISPO Munich. The ISPO Brandnew Village in Hall B4 will be highlighting the up-andcoming trends expected to take the start-up scene by storm this year. The standout innovative products created by established manufacturers will be showcased as part of the ISPO Award in Hall B1. Innovation requires inspiration, and this will be provided by the ISPO Academy with its extensive conference programme at the West Entrance.

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ISPO PRODUCT PREVIEW Returning for its second season is the Dare 2b Black Label collection from Dare 2b. The collection is described as being ‘packed full of technology to keep you performing at your best on the slopes’. It is mapped with AEP kinematics giving the wearer freedom of movement, with 360 degree stretch fabric and an ergonomic design. VECT technology runs through the collection, a thermo-conductive

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Graphene compound which redistributes body heat, making the user warmer for longer. New for AW20, the worldrenowned brand Swarovski brings its signature sparkle to the Dare 2b Luxe collection. Swarovski crystals have been used to embellish the snow wear range from a premium capsule to the core pieces, adding luxury to every piece. www.regatta.com

AKU

ISBJÖRN OF SWEDEN

THE ORIGINAL MUCK BOOT COMPANY

A highlight from AKU at ISPO 2020 is the Hayatsuki GTX for the demanding mountaineer (B3 boot) retailing at £370. Described as the right choice for hard and mixed terrain, the Hayatsuki is said to be capable and reliable on demanding mountain trails and can even cope with ice, rock and high altitudes of up to 4,000 metres. It also offers an optimum level of comfort, insulation and performance thanks to high quality materials such as PrimaLoft and GoreTex. It is available in a women’s specific fit – a first for AKU in the mountaineering category. www.aku.it

Isbjörn has stressed its commitment, in line with its Green Promise, to fine tuning its kidwear range to make them even more durable, using the most sustainable fabrics and technology where possible. Isbjörn’s range is said to bring technical performance, style and the highest sustainability to the world of outdoor kids, with no compromise on adult equivalent products. Highlights from Isbjörn’s designed to last range include its Teen range, Husky base layers now with bamboo, and Frost Light Weight Jacket with PrimaLoft recycled insulation. www.isbjornofsweden.com

Premium wellington boot brand, The Original Muck Boot Company is showcasing new product ranges and styles from their AW20 collection such as the Arctic Ice AG Nomadic, Apex and the Chore Ankle; all of which have been built on the success of Muck Boot’s arctic, farming and utility ranges. Founded in 1999, Muck Boot has continued to produce boots that stand the test of time, with a focus on creating specialised and versatile products to keep the wearers’ feet protected, comfortable and ready to brave any task in every element.  The Nomadic is an extreme weather boot said to combine performance and style, designed to withstand any cold and wet weather with unbeatable warmth and traction.  The Apex has been made for the vigorous hunters who require a more athletic and agile boot for speeding through varied terrain. The Chore Ankle is an expansion on the successful trademark boot the Chore Classic and is said to provide the ultimate practicality as an ankle boot, while maintaining guaranteed highquality comfort and protection for the workers who need it. www.muckbootcompany.co.uk

A5 302

A2 214

A5 418

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PrimaLoft will be focusing on PrimaLoft P.U.R.E., its proprietary manufacturing technique that reduces carbon emissions by as much as 48%. P.U.R.E., which stands for ‘Produced Using Reduced Emissions’, is the latest development in PrimaLoft’s Relentlessly Responsible commitment to make more sustainable products without

compromising its performance. The initial insulation product uses 100% post-consumer recycled material and has all the insulating and performance benefits of existing PrimaLoft Gold Insulation. Traditional insulation manufacturing requires that fibres are thermally bonded by moving through a slow, high-heat oven.

As part of PrimaLoft’s Relentlessly Responsible mission, the company completed a comprehensive environmental assessment of its manufacturing and determined that removing the need for thermal ovens would drastically reduce carbon emissions. www.primaloft.com

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P&P LIVE! 2020

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rintwear & Promotion LIVE! is the only exhibition dedicated to the UK garment decoration market and the show will launch headfirst into a new decade with a bumper event. The exhibition will take place in Halls 17 and 18 at the NEC, Birmingham from January 19 to 21, 2020. For outdoor and sportswear retailers that are looking to kick start their business in the new year by refreshing and expanding their product offering, the show will be an opportunity to discover the latest trends and styles from a myriad of leading suppliers. Whether you’re on the lookout for high quality activewear or sportswear, want

Launching into a new decade to invest in outerwear that is both stylish and functional or are in the market for some ecofriendly garments, you can find it all at the show. In 2020, a number of brands will return to the lively exhibition floor after an extended period of absence. Among these is UK manufacturer Spall Sports – returning to showcase its latest product range including part sublimation training wear, socks and fully sublimated sportswear on stand A52 – and Banner. After enjoying exceptional growth on the sportswear side of the business, Banner returns to the show on stand F64 after a four-year absence to exhibit its APTUS Essentials entry-level sportswear range as well as items from the APTUS Performance collection. These new offerings slot neatly into the company’s brand portfolio of modern co-ordinated ranges that are not only ethically sourced but comfortable to wear, fit for purpose and technically advanced. Visitors who are keen to pick up new sportswear items should also pay a visit to stand E20, where Finden+Hales will be showcasing its co-ordinate range with even more essential styles for 2020 and Tombo will be offering up a new eyecatching seamless sportswear range. Additionally, Chadwick Teamwear will launch its new five-piece stock cricket range on stand E62 alongside the company’s new signature teamwear range, Edge. Edge’s mix and match styles consisting

of tech-tee, contemporary polo, premium mid-layer, heavy weight hoody, lightweight gilet and contact top, make it ideal for clubs, brands, school teamwear, staff kit, tours and trips. Regatta Professional will once again be present on stand D40 at Printwear & Promotion LIVE! with an extensive range of products that are perfect for kitting out an entire team. The company will showcase a wide variety of styles for every occasion, all of which utilise state-of-the-art fabric technologies. Notable on the Regatta stand is the new sustainable Honestly Made range. With consumers becoming ever more eco-conscious, the demand for environmentally friendly, responsibly sourced and sustainable garments is on the rise and growth is expected to continue long into the new decade. Sportswear and outerwear retailers that are keen to get on board with this growing trend by investing in ‘green’ ranges should also check out the new styles from Écologie by AWDis on stand F10, featuring the new Ambaro Recycled Sports Tee made from recycled polyester. For visitors who are on the lookout for new jackets and outerwear, stand D20 will be a key destination with Result, one of Europe’s largest outerwear suppliers to the corporate and workwear markets, showcasing its vast range. One of the newest additions to the range is the R239X Themoquilt Gilet; a showerproof and windproof

microtunnel gilet that delivers lightweight and breathable warmth in any weather, making it the perfect fit for any outdoor adventurer. For sportswear and outdoor retailers, personalisation is a profitable avenue and the show is a one-stop-shop for all of the garments, equipment and supplies that are required to get up and running – complemented by the expert knowledge and advice on offer in the show’s exciting feature areas. In The Decoration Advice Suite, industry professionals will be sharing their expert advice across all types of garment decoration while over in The Knowledge Centre, there will be plenty of business advice on offer covering topics including marketing and e-commerce. Additionally, there will be energetic and lively displays of new season styles from a number of wellknown brands in daily Fashion Shows sponsored by Regatta Professional. n

Registering to attend Printwear & Promotion LIVE! is quick and easy. Simply head to the dedicated exhibition website – where you can also find a full A-Z exhibitor list and details on each feature area – and fill in a short form to receive your unique barcode, which will allow you to skip the queues and get straight into the action on the day of your visit. printwearandpromotionlive.co.uk

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ISPO PRODUCT PREVIEW Beginning in Autumn 2020, the Gore-Tex brand will offer three different types of waterproof-breathable fabrics in its Gore-Tex PRO product technology, each optimised for different types of performance. This will enable manufacturers to create apparel featuring differing types of performance for varying end users. The three waterproof, windproof and breathable GoreTex PRO fabric technologies, all meeting the Gore-Tex guaranteed to keep you dry promise, include: n  Gore-Tex PRO most rugged technology – This new Gore-Tex PRO fabric is the most rugged Gore-Tex fabric ever made in the Mountain Sports category.  n  Gore-Tex PRO stretch technology – Using an entirely

TENTREE A1 411

Eco-friendly brand, tentree, is keen to stress that big change starts small. Now you can see for yourself how by enjoying a virtual reality trip to the brand’s Madagascar plantation to see just how the community has been revived thanks to its Buy One, Plant Ten commitment which has already seen over 35 million trees planted. A new site in Peru haws just opened and the hunt is underway for European planting sites. This has all been made possible by sales of tentree’s planet-conscious apparel and accessories. www.tentree.com

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new approach to achieving stretch in a waterproofbreathable fabric, this new technology offers level of durability a consumer expects from a Gore-Tex PRO laminate in combination with up to 20% stretch for improved comfort when moving. n Gore-Tex PRO most breathable technology – For higher exertion situations, the rugged technology provides extreme breathability, minimising moisture build up and giving more comfort in more conditions. One of the first people to test the new Gore-Tex PRO technology is British mountaineer and adventurer Mollie Hughes during her solo ski expedition to the South Pole. www.gore-tex.com

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Polartec believes it is breaking new ground with its lightweight Power Air – an evolution of its original Power Air launched in 2018. Inside this synthetic insulating fabric, microfibres are enveloped in small pockets where they trap air and generate heat. But, because they are enclosed, they also shed at least five times fewer microfibres than other premium fleece fabrics. Lightweight Power Air is fully recyclable and made entirely from Polyester, 73% of which is recycled from waste plastic. The Houdini Mono Air Houdi will be launching in 2020. www.polartec.com

SPRAYWAY A3 406 Winter 2020 sees the launch of a new focused and renewed Gore-Tex Waterproof and insulation range - built around Sprayway’s ‘Function First’ design ethos. Highlights include the Lomic which has all the features required to keep warm and protected from unpredictable winter days. The Lomic is a technical jacket, made from tried and tested TecShell Loft 40D polyamide ripstop fabric, which is highly water resistant, durably tough but soft to handle. The Lomic has been packed with 350g 3M Thinsulate, a featherless insulation that offers great warmth to weight ratios and a down like feel. Further highlights include the Reaction Long made from 2-layer Gore-Tex 75D PFCec free recycled polyester fabric that offers high levels of protection from all the elements on the hills. New for women the Samira is made from TechSHELL 50D polyester peached fabric with a DWR coating creating a soft touch and a quick drying jacket, perfect for blustery days out on

the hill or about town. Packed with 178g of 600+ ll 80/20 WR duck down combined with a stitch through construction the jacket offers maximum warmth and compressibility. The down is now fully traceable from AW19 and can be tracked on trackmydown.com. www.sprayway.com

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SHERPA ADVENTURE GEAR A1 413 True to its ethos of inspiring a life of learning and adventure, Sherpa Adventure Gear will be launching its One Item = One School Day initiative at ISPO. Working with Room to Read, the aim is to provide 10 million school days by 2030.  On the product side, the FW20 range includes the introduction of SeaWool, a sustainable wool-like yarn made from repurposed oyster shells mixed with recycled plastic and a continued focus on its Handcrafted in Nepal accessories. www.sherpaadventuregear.de

OSPREY A3 400 Osprey will be unvelling cutting-edge additions to its Snowsports category with two new ski touring backpacks. Fall 20 also sees growth in the brand’s Travel and Urban Lifestyle categories with a continued and important focus on sustainability. Soelden Pro is an ultra-durable and lightweight ski touring

backpack with an integrated electronic airbag system. Created in conjunction with Osprey athletes, Soelden Pro is described as the new benchmark in avalanche airbag backpacks. Featuring “class-leading” materials technology, ultra-

lightweight build, a comfortable carry system and an Alpride E1 electronic airbag system, the men’s Soelden Pro and women’s Sopris Pro are described as the ultimate combination of durability, safety and comfort for extreme snowsports environments. The sustainable Arcane series welcomes the addition of the Tote and Roll Top day packs as well as the limited edition Arcane Hemp collection, crafted from a blended weave of 100% postconsumer recycled polyester and natural hemp. Combining clean, useful design with soft yet durable hemp and recycled polyester fabric, the collection includes the Arcane Hemp Roll Top and Large Day Pack. Since its inception in Fall 2017, the Transporter series has been popular with retailers and consumers. Fall ’20 welcomes the Transporter Front Loader day pack and sees a bold urbanaesthetic camo print across the entire Transporter pack series. New colours are also available across Rolling Transporter and Transporter collections. www.ospreyeurope.com

OBOZ A3 406 AW20 sees the introduction of the Bozeman collection from Oboz. The Bozeman is described as offering lasting comfort you can wear all day with everyday styles inspired by mountain-town living in hometown, Montana. Oboz’ staple Trail collection sees the addition of new colourways and wide-fit options ensuring there’s a pair of Oboz for everyone. Core favourites remain in the Mainstreet to Mountains collection including the popular women-specific Sapphire range. New features and benefits, an increased focus on sustainability, and gender specific tuning are said to make the Bozeman a go-to shoe for every day adventures. obozfootwear.com

NIKWAX A1 400 Nikwax will be showcasing its Hydrophobic Down at ISPO proving warmth and comfort is maintained after a whole

week of simulating the most extreme conditions. The brand will be launching Nikwax Hydrophobic Down+ and unveiling new brand partners. Nikwax will also be joining sustainability partners Vaude, KEEN Footwear and The North Face to rally the outdoor industry to join the European Outdoor Conservation Association. EOCA has already planted 2.5 million trees for conservation and is now campaigning for plastic reduction. Just 6% of the 2,600 brands at ISPO are EOCA members. www.nikwax.com

KEEN A5 218 WINTER HIKING & TRAILHEAD With new styles for men and women designed to deliver great experiences during winter adventures on mountain, snow and trail, the Winter Hiking & Trailhead range blends technical performance whilst staying true to KEEN’s Consciously Created approach. The Fall/ Winter 20 Trailhead and Winter collections see the addition of new models including the Revel IV and Basin Ridge WP – versatile boots constructed using materials that favour sustainability, do not disrupt the natural order or harmfully impact the environment.  LIFESTYLE COLLECTION Inspired by the everyday escape, KEEN’s Highland franchise expands for FW20 to allow more options for the urban explorer. All models are consciously created in environmentally preferred LWG (Leather Working Group) certified premium leather that eliminates waste water and features planet-friendly pesticide-free Eco Anti-Odor treatments. With KEEN’S iconic Howser celebrating its 10th birthday, for FW20 this collection expands to incorporate a diverse family of winter-ready models. All models in the collection feature pesticide and chemical free Eco Anti Odor insoles which use a natural probiotic proven to be just effective as its chemical counterparts but

with none of the downstream environmental impact. KIDS COLLECTION Highly acclaimed for their fun and functional footwear for adventurers of all ages, the KEEN Kids FW20 collection features a range of new styles staying true to KEEN’s Consciously Created approach. The new Redwood WP is a classic leather snow boot with KEEN.WARM insulation rated to -32C and mittenfriendly closures.  www.keenfootwear.com

DARN TOUGH A5 117 Darn Tough is introducing a new twisted yarn in fall 2020 – Scout Midweight with Cushion sock. Described as ‘the preferred sock of thru-hikers across the world’, Darn Tough has engineered a style said to deliver the best fit, comfort and durability, constructed of yarn with increased loft for puffy-soft comfort. But don’t mistake the soft feel for going soft on the tech and features, the makers say. Always backed by a lifetime guarantee, Darn Tough’s awardwinning hike socks are said to sport an excellent fit and are made to go the distance. The Scout brings next-level winter coziness, whether you’re out on the trails or wrapped up in a winter cabin. www.darntough.com

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PRIMALOFT® IS A REGISTERED TRADEMARK OF PRIMALOFT, INC. ©2019 PRIMALOFT, INC.

Introducing PrimaLoft® P.U.R.E.™ A new standard in manufacturing technology that relies on air, instead of heat from an oven, to produce our PrimaLoft® insulation. The result is a drastic reduction in carbon emissions around the world. It’s a brilliant shift in our process, that will make a huge difference for the environment. Ushering in a new era of collaboration between us and Mother Nature. Once again demonstrating what’s possible when we’re Relentlessly Responsible™ in every aspect of our business.

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ISPO PRODUCT PREVIEW For AW20, Reima’s collection is greener than ever with materials and solutions that approach sustainability from various angles. Inspiration for the AW20 range has been drawn from Hyperborea, a race of giants the Greeks believed lived ‘beyond the North Wind’. Reima’s activewear will sport a misty, earthy palette which embraces many styles in the urban collection. The Reimatec Voyager jacket is Reima’s first ever high-performance product made from just one single

BRIDGEDALE A3 406 

Bridgedale’s expansive sock range for autumn/winter 2020 includes the SKI range which has something for the experienced pro right through to the beginner as the socks are designed for specific disciplines including cross country, downhill, backcountry, boarding, Nordic and racing. From Midweight + to Ultra Lightweight, the Fusion Technology is said to provide balanced insulation and moisture management, as well as comfort, fit and durability leading to noticeable enhanced performance on the slopes.  For autumn/winter 2020 Bridgedale has taken the range a step further offering bright new cosmopolitan colours and patterns in the SKI Midweight+, Midweight, Lightweight and Easy On ranges. These new colours and patterns have been inspired by natural elements which include tree bark and snow crystals. The fibre content and technical performance is the same as the original models, only the colours and patterns have been updated and will be offered as an addition to the original patterns and colours.  www.bridgedale.com 

material and will be available in spring 2020. Come autumn, the Reimatec Kulkija winter jacket (‘kulkija’ is Finnish for ‘one who is on a journey’) will follow a similar path. Designed with easy recycling in mind, the jackets will be regenerated into polymers for new products. Reima’s aim is to close the loop between production, active use and upcycling by asking for each product to be returned at the end of its life but not before allowing the user to take the unique ID from the jacket to track its journey. www.reima.com

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STORM B6 602

Cleaning, proofing and aftercare brand Storm will be showcasing its ecofriendly Ultimate Apparel Kit for outdoor clothing, which offers outdoor enthusiasts a complete aftercare solution for gear in one eco-friendly pack. Using reduced plastic packaging, Storm’s Ultimate Apparel Kit features easily recyclable aluminium bottles which help to reduce the amount of disposable plastic waste going into landfill or ending up in the ocean; making the kit not only good for outdoor gear, but also good for the environment. The Ultimate Apparel Kit is useful when you want to clean and proof your garments in one easy wash cycle, ensuring kit delivers the same protection it did when it was purchased and prolonging the life of gear. The kit provides up to three treatments and includes: 1 x WASH for outdoor clothing and 1 x Eco Friendly PROOF for outdoor clothing. The PFC-free proof formula also means less chemical waste in the environment.  Storm offers a cleaner and proofer that can be used in the same wash cycle; using less water and energy than alternative products.  www.stormcare.co.uk

LEKI B5 300 Ski pole specialist LEKI will launch its new Trigger 3D technology at ISPO. Trigger 3D is an intelligent 220-degree security release system with fast and easy click-in and click-out and a seamless connection of glove to pole. In a fall there is now a wider area in which the pole will release, side-to-side and upwards, so it offers even better safety on the slopes. LEKI Airfoil 3D is just one pole to benefit from this new technology and existing Trigger gloves are compatible, as is the new range of gloves. www.leki.com

PERTEX A1 316

Ingredient brand Pertex will be highlighting its sustainability aims and targets at ISPO 2020 following the completion of the brand’s first Sustainability Report. The report outlines the brand’s commitment to continue to minimise its environmental impact through responsible product and business practice. In a nutshell, Pertex aims to do

the following: • Reduce demand for virgin raw materials by replacing with materials from recycled waste streams, wherever possible. • Reduce energy and water consumption. • Eliminate the use of potentially harmful chemicals. www.pertex.com

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BRAND RESPONSIBILITY

SUSTAINABILITY It might be a trend, but how can brands make a difference?

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ight now, there is a climate emergency according to some sources; so how can what happens in the outdoor industry make such a difference when we hear that a new coal-fired power station is opening every week in China. Will the efforts the trade makes be so little in comparison to what would happen if these new plants were not commissioned in the first place? ‘Green Fog’ is causing confusion according to outdoor industry consultant Charles Ross. This

is the state when 90% of what to do is known, but conflicting reports of a tangential effect mean that others use it as the reason to procrastinate rather than do something. The ultimate answer to sustainability is that the end result is not fixed, as knowledge develops, then the route gets changed (e.g. cotton now appears to be more dangerous a crop to the world than petrochemical polyesters). Sustainability is a journey and taking that first step is the biggest action that can be done. The role of brands is to prompt their followers to aspire to get in motion. Selling another jacket will not save

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Charles Ross

the world, but if it inspires the customer to examine their impacts – then good has been done. Too much concentration revolves around making stuff less bad, whilst what is required is better action. It can be debated what is the best type of cotton (Dr Mark Taylor from University of Leed’s Performance Clothing team would guide you towards BCI cotton as opposed to organic), but perhaps what should be considered is whether cotton is a suitable fabric in the first place. A good example of this is the information coming from Scott Nelson, the single use plastic project manager at the European Outdoor Group, around the impacts of packaging. Common thought is that paper is better than plastic but when the impact is measured in terms of greenhouse gases/ solid waste/ energy to produce/ water

required to produce/ fossil fuels used, polypropylene plastic (those thin supermarket bags) is so much better than recycled or compostable plastic – which in turn is so much less resourceheavy than recycled paper. The area that plastic loses is that as visual litter; even biodegradable plastic just accelerates the breakdown by up to 10-fold, but if the shelf life of plastic is 200 to 300 years, then the decades are still too long. Wrap – the Government’s agency looking into waste (which had Nikwax contributions as the only Outdoor brand invited to be involved) identified three types of durability for product. The whole of the outdoor industry seems obsessed with physical durability – but with advanced yarn engineering and finishes – that is much less of a problem these days (although

there is still a big correlation between the thickness of the yarn + its Martindale result); then there is fit durability (as a growing kid demonstrates); but the main concentration is emotional durability – how long until the love for this product fades and lust is aroused by a new marketing message directing towards something else. Emotional durability accounts for the easy-to-blame evil of fast fashion, but is FF really such a crime? The rate of consumption is driven by the cheap price of the garments and with the younger age groups not wanting to be pictured in the same outfit on their Friday night outing (and that the garment cost less than the round of drinks for their colleagues); the only problem with FF is that the garments are not being collected and looped within the system as there is little

value in the used product (just like plastic packaging). The need here is for a change to the linear business model. Outdoor product tends to be more expensive, but still it follows the trends of the High Street to widen its appeal (thus allows greater numbers to sell through – which reflects in a cheaper unit price than specific production); this brings greater social responsibility to the supply chain. Without textiles being relocated to the Pacific Rim in the 90s, there would not have been a minimum wage in China this decade that has led to the establishment of a middle class there (which has become a new outdoor product consuming centre). The mantra to consider is that from Vivienne Westwood who said ‘buy less, choose well, and make it last – quality rather than quantity’. The most sustainable garment,

Sophie Mather

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Scott Nelson

Katy Stevens

Mark Shayler

is one that is already owned by the customer; thus attention should be on a new business model of ‘how to make money by selling less product’ in the opinion of Mark Shayler from the RSA’s Great Recovery, one of the clearest thinkers on such matters. An ideal way to do this is to add servicing to the mix – the ski industry already provides this for the application of waxes. Lots is known about the poor chemicals (PFCs) used in water repellent finishes and when the DWR becomes contaminated (often by detritus from inside the garment) it effects the permeability of the product. A simple solution would be to clean the product – there are enough solutions available to do it effectively. Why don’t retailers and brands offer this as a service? It would certainly get regular footfall to the former; George Fisher does it. With the change to carbon-zero DWRs the newer finishes repel water effectively but cannot cope with oil-based residues; this leads to staining, which in turn will reduce the cleanness in the appearance of the garment faster (thus influencing the emotional durability of the product). It is always a sensible test of fabric specialists to see how many of them do a service wash on their own washing machines… Patagonia is credited with the

4Rs of garment responsibility (although when the line of thought was first published there were six: things like reappropriation of garments onto lesser tasks like gardening): reduce (buy what you need – perhaps a four season Down jacket is an overkill for the South Downs); repair/ recondition (fix what is not working – even if it is just the revitalisation of the DWR); reuse (share what you have, especially if it is now unloved: Richard Leedham’s OutdoorGearForGood.com); and only then recycle (as a garment has it most value as a complete item). Designing a garment for recycling means mono-materials, which does not always offer the best performance in the first place (thus reducing the emotional durability of the garment); whilst the overall footprint for the end-oflife of the garment is rarely above a hand full of digits. Wrap has laid out how just keeping a garment as an active part of your wardrobe for another period can reduce the footprint by over one third; outdoor users will only do this is it continues to perform as desired… Sophie Mather (Biov8tion) + Katy Stevens (sustainability lead at the EOG) are the directors of The Microfibre Consortium, who work closely with project partner, the University of Leeds. TMC was formed off the back

of the interest generated from Biov8tions #DontFeedTheFish work and initial microfibre work carried out by the EOG, and one of the first tasks of TMC was developing a standardised test method for measuring textile wash-offs from the laundry process and now work towards facilitating the development of practical solutions for the textile industry to minimise microfibre release to the environment from textile manufacturing and the product life cycle.  What has become clear from investigating the laundry water outflow through the sewage system is that cotton yarns also shed fibres, and due to their smaller fibre length it is thought more than polyester – thus there is more of it being flushed into the ocean. These micro-filaments are not dangerous in themselves, but act as carriers for the dodgy chemicals in the sea as well as bringing along their own textile production chemicals to enter the food chain – chemicals like PCBs, DDT, PFCs, pesticides and herbicides. From school science it is remembered that cotton biodegrades in the ocean – but evidence of Type 1 cellulosic deposit being found in deep sea Mediterranean which is not what has been expected; the current thinking is that the ocean does not

have the necessary conditions to promote biodegradation (sunlight, heat) but also synthetic dyes might stop the breakdown of the natural fibre. To reach deep sea status would take a fibre a decade. Cotton is 1.2% of the world crop, but 11% of the pesticide use and 24% of the herbicide used; hence this cheap material component might turn out to be the worse textile. As highlighted here there are many factors involving sustainability within the corporate social responsibility of a company, but what is well known is that the environmental appeal will not drive the sale initially – but does create the shared values that will ensure customer loyalty. Action required is that it is not sufficient to make product better than before, but better behaviour needs to accompany it according to Charles Ross. In the age of access to detailed information the new consumer will not accept the weak answer of brands not knowing their supply chain practice. The most sustainable thing a company can do is to make a profit. This is a journey and it is more important to be here next year (and the year afterwards) to continue the education of your customer, than it is to have the perfect solution now. n

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HALL B4-428 | POL ARTEC. COM | ©2020 Polartec, LLC. Polartec®, Polartec® Power Air™ are registered trademarks of Polartec, LLC.

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INTERVIEW

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fter just six months as the new President of Polartec, Steve Layton (pictured right) is settled in and making waves. His focus for the future of the fabric manufacturer encompasses three elements – performance, innovation and sustainability –with a target of going back to Polartec’s core of designing fabric for people who are passionate about the outdoors and sports. Polartec’s major launch in 2019 was Power Air – an ingenious fleece material that sheds at least five times less than other premium mid-layer fabrics. And now a lightweight version of Power Air will be showcased at 2020’s ISPO, alongside its famed Alpha, Delta, and NeoShell fabrics. We spoke to Steve to find out what might attract us over to their stand.  

What is Polartec Power Air? “It’s the next generation midlayer fabric. Simply put, it’s the full package. The buzz around Power Air has mainly been around the strides it is making in sustainability, and rightfully so. It’s a product that sheds 5x less than other premium mid-layers and now our lightweight version is made from 73% post-consumer recycled materials and is fully recyclable itself. What’s not being talked about as much, are the performance and aesthetic characteristics of Power Air. It looks and feels like something from the future. We describe the fabric as looking like bubblewrap and this can be worn on the inside or the outside. Designers and end-users alike are really

construction process mitigates this by encasing the insulating, lofted fibres within the knitting process.”

How important is this sustainability angle to Polartec?

POLARTEC POWERS FORWARD going to enjoy using this product.

Power Air’s tagline is that it sheds at least five times less than other premium midlayer fabrics, how have you been able to achieve this? “The secret is that we’ve managed to encapsulate the lofted fibres – which give a fabric its insulating properties within a multilayer, continuous yarn fabric construction.

The internal grid structure simultaneously holds warm air and increases breathability. On the other side of the fabric you find a smooth, durable outer surface that minimises drag, is easy to layer and resists piling. Although Polartec is a leader in making resilient materials, it has recognised that any exposed fibre is susceptible to shedding as a function of normal wear. The Polartec Power Air

Sustainability has long been a part of Polartec’s history – from clean water standards beyond government mandates, to inventing the knitting process of turning recycled plastic bottles into performance fabric. This will continue to be a core element to our innovations moving forward. Since taking this job, I’ve been able to attend some incredibly interesting seminars and discussions to learn about the effect our mass consumption is having and how wildly important our responsibility in this area is. Whether this helps us commercially is irrelevant – it’s the right thing to do. We have a responsibility to figure out a solution and we can do that. We can have a real impact because of the material scientists we work with on a daily basis.” 

How well is Power Air being received in the industry? “Really well. Premium brands such as Houdini, 66 North, Helly Hansen, and Millet are adopting the fabric. It truly makes strides to minimise shedding and it’s also generating quite a buzz with designers who love the look and the ability to flip the bubbles inside or out. Anyone who tries it on agrees it’s something new and different. When you slide your arm into Power Air you feel no drag – it’s a completely different wearer experience. And to prove our commitment to Power Air,

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we are buying and installing enough equipment to enable us to increase production five times from 2020 onwards.”

What products currently feature Polartec Power Air? “Polartec has been working for a number of years with Swedish outdoor sportswear company, Houdini, which launched the Power Air Houdi at the start of 2019. They announced that Power Air would have been a ‘game-changer’ based on performance alone. But instead we had ‘once again’ proved that sustainability and performance can and should go hand-in-hand. Next year, Houdini launchs the Houdini Mono Air Houdi made with the new, lighter version of Power Air with the tagline ‘one step closer to a waste free world’.”

Power Air is award-winning, do you believe a lightweight Power Air can follow in its footsteps? Power Air lightweight version is, hands down, one of the best products we have ever had – and Polartec has some incredibly cool technologies. I was like a kid in a candy store when I joined Polartec. But when you try lightweight Power Air, it just checks every single box you can think of. The fully recyclable element mixed with the high performance and aesthetics – it is award worthy that’s for sure”.

Why should anyone approach the Polartec stand at ISPO? “We are unique and passionate about moving the ball forward on performance and sustainability. You just have to see the innovations we are bringing to the table, especially active people who are passionate about

sports and outdoors. A lot of what we have already launched still surprises people. If you want to see cool products and get ideas on how to take your game to the next level – our place is the place to be!”

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How have your first few months at Polartec been? “It’s been a blast! The first thing we wanted to do was put a stake in the ground as to what we stand for. We collectively decided that Polartec will continue to invent new and sustainable ways to help enthusiasts reach their peak. We lean on the science of fabric – we have a lot of product and legacy. We are setting a tone of performance, innovation and sustainability as we lay out our strategy for the future.”

What are you personally passionate about that gets you outside wearing Polartec? “I am a competitive person by nature. I grew up playing team sports my whole life including playing American football in college and in a European league. These days I enjoy weight training and have really gotten into trail running since joining Polartec. I especially enjoy rucking – wearing a 20kg rucksack while hiking – as I’ve found it to be a nice combination of the two. I’m open to trying anything. One of my favourite things about this company is we get to meet users who are passionate about all types of sports and outdoor activities. I am looking forward to sharing experiences with the people who use our products so I can continue to learn. This will ultimately help us to create the very best version of Polartec moving forward. n

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09/01/2020 20:18


CRAGHOPPERS

ICONIC BRAND MARKS 25 YEARS

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s Craghoppers enters its 25th year with the Regatta Group, Jim McNamara, who has been with the brand since the beginning in 1995, as sales director and then managing director, looks back at how far the brand has come. “The first thing to establish was the iconic Mouffie or Rams head logo which epitomised the brand and its strong walking and hiking heritage.” The brand was already a recognised and respected hill walking brand with some of the best selling products being walking breeches and trousers. Also having a reliable waterproof and breathable system was key for an outdoor brand. Craghoppers original Breakthrough System was launched in 1992 and had been used on Everest in the early days. In 1999 it was renamed AquaDry.

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“It’s amazing to see some of our loyal customers still wearing original Craghoppers AquaDry jackets – when we say our clothing is guaranteed for life – we mean it, because we are so confident in our manufacturing,” Jim says. The Kiwi range, launched in 1997 and named by a staff member from New Zealand, is now recognised as one of the best walking trouser collections in the UK, with a strong following across Europe and the US. Though the range has been tweaked and improved along the way with the addition of stretch fabrics, and for AW2020, the introduction of recycled materials, the hardwearing classic polycotton style has always proved to be a firm favourite. In 2005, Craghoppers had sold over two million pairs

of Kiwi trousers, “and we discovered that Michael Palin would take 4-5 pairs with him on his Around the World in 80 Days expedition”. 2002 and the outbreak of Foot and Mouth was tough for the whole outdoor industry, keeping people away from the countryside. It was a pivotal time for the brand as it found that its clothing was being used to wear on adventure travel holidays. This set the design team to focus on what innovations and features people wanted from their adventure travel clothing. Jim recalls: “We already made Kiwi which was hardwearing and offered good sun protection, but we were the first company to launch insect repellent clothing into the market. It was called Nosquito and in those days it lasted 20 washes.” In 2007, Craghoppers opened an office in Germany

with Oliver Robens at the helm. Oliver was instrumental in getting the brand into key accounts across the country including the biggest retailer in Germany – Globetrotter. In 2008, the brand started to look at how it could resonate with a younger audience. Jim says: “We did a fantastic range which attracted a 35+ consumer. We wanted to see how we could also attract a younger consumer too.” So, the brand signed up adventurer Bear Grylls and produced a co-branded range of clothing which proved to be very successful, in particular with a younger consumer. Two years later, Craghoppers acquired the licence for the DofE Expedition Kit, which meant another opportunity to draw a younger consumer to the brand. This partnership is still going strong today. Following significant research in 2010, the insect repellent clothing range became a permanent treatment and was renamed NosiLife. This


innovation won the brand many awards across Europe. The following year, Craghoppers opened an office in the US. “We had two great USPs for the US market – our Bear Grylls range and our unique range of insect repellent clothing. We were delighted to get Craghoppers into the biggest outdoor retailer, REI, who we are still working with today,” Jim contends. Over the last six years, Craghoppers has developed some great partnerships according to Jim, who states: “We strongly believe that you are only as good as the partners you keep.” It was in 2014 when Craghoppers started working with the Dian Fossey Gorilla Fund. This was Craghoppers first major conservation partnership. The brand supplied much needed kit for the rangers tracking the Gorillas day in day out. They chose classic Kiwi products which were hardwearing enough to put up with the wear and tear of working in the forests of Rwanda. This relationship has developed and grown over

the years and the company continues to invest in the amazing work they do. The brand also works with Royal Geographical Society and Ordnance Survey, with the addition of English Heritage and Walking with the Wounded for 2020. Product always remains king for the brand and for SS2020 Craghoppers is launching new innovative footwear and luggage with strong benefits, features and a sustainable story. “Our consumers are more aware of the environment than ever before and expect us to act responsibly,” Jim affirms. Craghoppers has always

taken the lead in the Group in recycled fabrics and PFC free waterproof systems. And as part of its Mindfully Made programme, which highlights its ethical, social, conservation and environmental stance, for AW2020, 70% of its products will be made from recycled materials. “And we are hoping for 100% in 2021. We are very clear that we don’t just make sensational product but it has to be sustainable too.” “So, as we start 2020, despite a difficult retail time across UK and Europe, Craghoppers is in great shape. We have desirable product with strong sustainability credentials, a truly international business which we will continue to develop and a great team of

staff – some who have been with the company for over 20 years – who are committed to the brand,” Jim concludes. n

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Tell your story with aWorkbook Getting time with a buyer is hard. They know your brand; they think they know your product offer. Their time is short, and their purchasing options are broad. How will you hold their attention, entice them with your new range and stand out from your competitors? Through story-telling – making that connection with your customer, sharing your ‘why’, showing that your brand delivers something different. Once a buyer understands your story, then they can buy into it – quite literally! Digital sales tools such as aWorkbook will never replace the emotional connection with your buyer or the products you offer. But they do provide a platform for the conversation; easy to use, engaging and a fast way to make product selections and place orders, which works equally well during the pre-season sellin, during sell-through and to shift clearance lines.

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Article by: Claire Higgins Co-CEO/Founder, Hark Solutions

A customer asks about a product with a stand-out feature. You find yourself thumbing through the latest print catalogue to try to find the answer. How much easier it is to do a quick search in aWorkbook and have all those products appear. As you go through the print catalogue, the customer’s eye is caught by a product and you groan inwardly, knowing that it’s been dropped already. Unlike print, a digital catalogue can be instantly updated so dropped lines need never appear.

At a trade show, when time is tight and competition all around you, what do you need? A way to tell your story simply, effectively and with confidence. Trade stands are designed to attract visitors to view the latest ranges, with a strong marketing message, an array of samples, a heap of printed catalogues and reps grabbing any available surface to meet with buyers. Back-to-back appointments, with over-runs and noshows inevitable, even the best-laid plans go wrong. What would make it easier? Calling up a proposed assortment on your laptop or tablet, ready to review side by side with your buyer, tweaking the product mix as you go. Better still, email it to them ahead of the meeting, so your time can be spent talking about new product features and marketing initiatives.

With aWorkbook, you can do just that. Your buyer leaves the stand, knowing that their inbox already contains a personalised PDF of the products they have selected, plus an Excel file so they can firm up quantities back at the office. One less catalogue to squeeze into their bulging backpack. Capturing notes on screen during the presentation gives you confidence nothing will be missed or muddled when all those conversations start to merge.

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High costs of sample production have reduced the physical products on the stand this year, but the 3D rotational images in aWorkbook are invaluable. The buyer assesses the quality of the sample and reviews the options in aWorkbook. A major buying group arrives with the latest aWorkbook catalogue on their iPad, customised to show their available range, including some SMU styles. They’ve put an order together in aWorkbook and shared it online. The rep simply syncs his aWorkbook and the order appears, ready for any fine-tuning. Once agreed, the order is sent online, saving time and avoiding any errors. And as the trade show draws to a close, the rep can be confident that orders placed in aWorkbook are already in the system; that customers have been emailed PDF and Excel files of the proposed assortment and the key marketing messages of the season have been well-received. Now it’s time to find the after-show stand party…

See more in a personal online meeting www.aworkbook.com/sgb

08/01/2020 22:48


FORGET BIG DATA

look after small data first! The drive to capture every interaction, every mouse click and customer statistic has led to the formation of vast data lakes, so deep that no human can possibly comprehend. Instead we rely on Artificial Intelligence to plumb the murky depths of these opaque information oceans to gain insights into patterns of customer behaviour that drive recommendation engines and cross sell opportunities. Is this wrongheaded? Absolutely not but spare a thought for the small data that matters to your customers; the product information and supporting marketing messages that lies at the heart of your communication. Focus in on what’s essential to make the sale. Customers are lazy, I should know I’m one of them. Go back in time and making a purchase involved roaming the high street. Roll time forward, and we’re swapping roaming the streets to roaming websites, but even that has proven to be too much of a chore. Google shopping, Amazon and the host of other marketplaces provide a multitude of products without the need to move the mouse or change websites. In the digital arena, personalisation, AI recommendations and chats, virtual and augmented realities all have their part to play in customer engagement. But don’t lose sight of the need for complete, consistent, digitally enriched product data. In the absence of a physical product, customers make choices based on this comprehensive data with its product views, detailed imagery and video demonstrations.

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So how do you look after your product data? Excel spreadsheets still play an integral role when it comes to the creation and management of product information. Their importance is often highlighted by the creative names assigned to them, “Master Line List”, “Product Bible” and “Magic Matrix”. But Excel, though widely used and hugely powerful, has its limits; merging of those last minute changes from the product manager; fingers crossed that noone overwrites your data; linking to those 1500 new product images, only to find someone has invented a new file naming convention… and exactly how do you associate that new technology video with all the products that use it? You can of course have a word with your IT department, databases are their thing right? If you do have a willing and time rich IT team, do make sure they cover all your requirements: Fully configurable product attributes, property level access control, on screen data editing or excel imports, bulk asset importing and assignation, video optimisation, secure global content delivery, rule based category product allocation, consistency and missing data checking, collaboration and live screen updates and so on. You may decide a better route is to use one of the information management systems out there, such as aHub.

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Article by: Jason Moore Co-Founder/CEO, Hark Solutions

How do you choose a system that’s right for you? Choose a system which will flex to fit your data, not the other way around. Stored data should be based on the attributes of the products not the system that contains it. Every set of product information is different. Footwear might have sole material, eyelet count and sole image; a Jacket may have fabric, fastener type and a catwalk video; both might have colour and style names. If the system considers all your products to have the same attributes, then you will compromise your data to suit their system. Add to this product data mix your variable seasonal and regional information, together with the desire for multiple rule based categorised outputs, then you’re going to need a solution with a degree of sophistication. This is where it becomes apparent that the information system itself is only half the answer. Just as important, you need people who understand product data, who have seen it all before and will help you get the best out of the system. So look after your small data, get a solution that adapts to your product information needs and team up with people who understand the challenges you face.

About aHub aHub helps product managers and marketing teams to collaborate with product planning and range merchandising to create accurate, consistent product information and to deliver it to the right channel at the right time, swiftly and easily. About us Here at Hark, we’ve been creating digital sales tools for over 15 years. We are trusted by brands both big and small in the Outdoor and Sports markets, including Salomon, Atomic, Millet, Lafuma, Helly Hansen, Musto, Speedo, Berghaus, Inov-8, Craft of Scandinavia and Craghoppers. Built from our years of experience in working with apparel, footwear and equipment brands, our starting point has always been to overcome the challenges that brands face.

Let’s talk! Email: info@harksolutions.co.uk Phone: +44 (0)1460 279 744 www.harksolutions.co.uk

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CORDURA Fabrics Enduring Performance For Crossover Wearability ®

With a broad portfolio of on-trend, cross-functional solutions for the growing urban street and active sports community CORDURA® fabric ISPO TEXTRENDS 2021/22 awardwinners are engineered to inspire and built to last. These ISPO Textrend award-winning fabrics are aimed at hitting the crossover trend sweet spot to help today’s designers.

Demand more from what you wear The focus is on enduring solutions that enable designers to customize and create the thoughtful, responsible, products that are being demanded by today’s time challenged yet conscientious consumer. CORDURA® fabrics are both strong and versatile, developed to survive in some of the world’s toughest environments and protect against tears, scuffs and abrasions. Fabrics designed to offer a stylish, protective layer that supports and complements fast-paced active living and at the same time embrace the requirements for sustainable solutions. We have a fundamental belief that Sustainability Begins with Products That Last™. This is the idea that products that are built strong tend to last longer, and therefore need to be replaced less often, which creates less of a need for new products and associated waste.

ISPO TEXTRENDS 2020 For designers and product managers, the search for new and innovative materials is helped considerably by ISPO Textrends’ presentation platform for performance textiles and components. The participants apply with their most innovative products, which are reviewed by an international jury of experts. The best entries are then chosen and benefit from several sales and promotional services. The ISPO Textrends fabrics are displayed at ISPO Munich and ISPO Beijing. ISPO Munich runs 26-29 Jan 2020. CORDURA® fabric can be found on booth C1/207 the same hall as the ISPO Textrends fabric display which showcases these winners.

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The softer side of durability First on the winners list are fabrics that combine strength, comfort and performance in the urban and outdoor arena. As a brand, CORDURA® has dedicated significant time into consumer research and found that knit fabrics that offer the “best of both worlds” are highly coveted. A Top 10 ISPO TEXTRENDS winner in Street Sports category is CORDURA® 4Ever™ NYCO knit from Ekoten Tekstil, Turkey engineered using an intimate blend of high tenacity nylon 6,6 and BCI cotton to be soft yet highly durable. CORDURA® 4Ever™ knits offer long-lasting performance solutions for hoodies, leggings and other lifestyle sportswear designed for both extreme conditions and everyday challenges. The enhanced durability, combined with construction treatments like a brushing or raised nap to create a soft and supple hand, make them exceptionally comfortable and practical for endurance activities like running, hiking, climbing and more.

Collaborate to innovate INVISTA’s CORDURA® brand and DuPont Tate & Lyle Bio Products have been collaborating to create next generation fabrics that bring sustainable solutions to eco-conscious designers who want to live large, live on the edge, and Live Durable™. The series combines high-performance durability and bio-based Susterra® propanediol coatings and membranes, inspiring and empowering consumers to embrace a 360-degree durable life while helping to minimize environmental impact. ISPO Textrends award-winning CORDURA® Naturalle X Susterra® from Everest Textile Co Ltd, Taiwan is a durable shell fabric with next-generation bio-based membrane performance.

© 2019 INVISTA. CORDURA und das CORDURA Logo sind Markenzeichen von INVISTA.

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Craftsmanship acknowledged. Fabrics re-imagined and reworked to meet a pared down aesthetic – balancing innovation and heritage. These are the ISPO Textrends award-winners that are a spin on the traditional. 2

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CORDURA® Eco fabrics from Tiong Liong Corp, Taiwan woven from recycled polyester resources, offering enhanced resistance to tears and scuffs for modern carry solutions and classic footwear.

CORDURA® TrueLock™ fabric from MMI, USA which is engineered with high tenacity nylon 6,6 multifilament fabric that is solution dyed, offering excellent colour fastness. Long-lasting color vibrancy, UVfade and abrasion resistance. Solution dyeing processes use less water and energy to help leave a lighter footprint on the path to sustainability.

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Breathable, durable CORDURA® AFT knit “Denver” by Tessitura Mifer, Italy. Top 10 Soft Equipment winner using a stylish balance of contrasting coloured yarns to deliver a multi-functional classic for bags, packs and footwear applications.

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CORDURA® Ultralite from Huamao, China and Chia Her, Taiwan. Super lightweight, super strong. These are tough and tenacious water repellent fabrics designed for stylish packability - outerlayer garments or technical backpacks.

Embracing the opportunities that change brings – we continue to deliver a diverse portfolio of advanced CORDURA® fabrics engineered for a today’s ultra-connected lifestyles.

SEE THE CORDURA® PORTFOLIO AT ISPO MUNICH, 26-29 JAN 2020. BOOTH C1/207

CORDURA.com © 2019 INVISTA. CORDURA und das CORDURA Logo sind Markenzeichen von INVISTA.

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VISIT US AT ISPO STAND: 418 (A5) We are dedicated to delivering boots and footwear that are 100% MUCKPROOF: remarkably protective, exceptionally comfortable, and totally waterproof, made with premium neoprene and rubber, designed to brave every element.

www.muckbootcompany.co.uk

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MAIER SPORTS – The fitting specialist. To make an appointment or for more information visit www.hejinternational.com ; call 01302 746680 or email us: info@hejinternational.com

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THE NO. 1 OUTDOOR TROUSERS FOR ME Maier Sports – The fitting specialist. Anything that works has to fit first. That‘s why our trousers come in 36 men‘s and 25 women‘s sizes. Whether standard, short, long, wide or slim – there‘s a perfect fit for everyone.

Visit MAIER SPORTS at Hall A2 Booth 302 January 26-29, 2020 Free-ticket: www.maier-sports.com/ispo

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ADVERTORIAL

MUCK HAS YOU COVERED

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t began with a universal problem – muck. Wet, messy, muddy, dirty muck. With a vision and determined to find a solution for keeping feet warm and dry through it all, Muck began to build premium, protective, reliable boots that offer exceptional comfort in every element. That’s how The

Original Muck Boot Company was born, providing 100% waterproof boots and footwear that withstand the muckiest of situations all year round. With the freedom to innovate, experiment and test their products through every single element, Muck Boot have designed each of their styles to work hard for every task and

brave every condition. That way you can be protected, productive and always in your comfort zone, no matter what the weather. Muck recognise those who work and love the land. With Muck, you’ll find a boot like no other. Built with 100% waterproof materials, exceptional comfort, premium neoprene and rubber and

remarkable protection, muck is constructed for being outside all day and all-season. Muck prides itself on core values; rural spirit, grounded, hard working, reliable and purposeful. Designed for any occasion; whether you are on the farm, walking the dog, in the city or in the great outdoors, muck have got you covered. n

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MARKETING INSIGHT

PAVING THE WAY FOR OUTDOOR SPORTS MARKETING WITH BRANDWAVE

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nce again, Daniel Macaulay, Founder and CEO of Brandwave marketing has been invited to give the European Outdoor Group keynote talk on the future of sport marketing at this year’s ISPO Munich. Since it’s inception in 2007, Brandwave has steadily grown to become one of the world’s leading sports marketing consultancies. Over the years, they have quietly handled the strategic and creative marketing for many of the world’s leading sports brands including Adidas, INEOS, Scott, Reebok, Les Mills, The North Face, and Salomon.

Based in the UK, the Brandwave team has a strong sense of purpose and collectively believes in doing things a little differently. As well as delivering global campaigns for the leading players in sports, the team focuses a large part of its time and energy on using sport as a catalyst for positive change both physically and mentally in the wider community. This manifests itself in the company working on a large number of outreach and legacy projects including the award-winning OS ‘#GetOutside’ national behaviour change campaign. Growing up in Southwest Ireland, Brandwave founder, Dan Macaulay was surrounded

by some of the best surfing and windsurfing conditions in the world and spent his youth teaching and competing in windsurfing as a member of the Irish National Windsurfing team. Now a bit older (and wiser…), with a young family, Dan sees sport in a different light, working to encourage the outdoor industry not just to sell products but to use its platforms to help improve people’s lives on a broader level. As lead UK agency for AMER group, Brandwave recently took the Salomon brand into the world of influencers in an innovative new way with the Salomon #RunUnexpected campaign.

Secret invitations sent to influencers for unknown trail running challenges resulted in an enormous brand reach across this fast evolving new marketing channel. Dan explains, “#RunUnexpected was a great example of how wonderful the great outdoors can be in ‘unexpected’ ways. The views, experiences, friendships and memories that you make along the way are all crucial to any successful activation and we wanted to highlight this in the campaign. We always aim to deliver something that will both disrupt and set the benchmark in the industry. To that end, we are very proud of the results that this campaign

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Daniel Macaulay

has delivered to date.” The company ethos at Brandwave is understanding the target market simply because they are the target market. From world champion snowboarders to Olympic gold medallist sailors, everyone working at Brandwave has sport flowing through their veins and it’s that mentality that brings them closer to the action and the mindset of the target market. In this year’s new ISPO talk, Dan will venture out to the bleeding edge of brand and product marketing on a whistle-stop tour of how the world’s most innovative Global brands are communicating, and how fast things are changing. From strategy and creative to digital and activation, the rules are being broken and rewritten on a daily basis.  “Success is all about taking risks – showing confidence, embracing new tech, and staying agile. My talk at ISPO will be focused on profiling the best in class for the marketing industry and how sports can conceptualise and deliver true game-changing campaigns.” Dan continues: “I think that marketing has evolved more over the past five years than it has over the past 100 years. Change is scary but all change brings opportunity and there are a lot of opportunities right now. New technologies such as augmented reality, OTT media, and dark social are revolutionising how we both build communities and interact with our customers.” When not delivering global summit talks or events, you’ll find the Brandwave team residing in an office most businesses could only dream of: on the beach. The sandy shores of West Wittering, UK to be more precise. You’ll regularly find Dan and his team cruising the waves, or exploring the trails whilst conceptualising with their next campaign. Dan’s talk will take place in ROOM B32, on Monday, Jan 27th, 12pm to 1pm. n Find more information on Brandwave, check out: https:// brandwavemarketing.com/

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KEEN

KEEN CONTINUE TO LEAD IN SUSTAINABILITY KEEN are putting values into motion with new 2020 “Consciously Created” Styles showcasing a pioneering combination of manufacturing processes that raise the bar for sustainability

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EEN, the Portland, Oregon-based brand on a mission to create original and versatile products, improve lives, and inspire adventures outside, proudly continues its “Consciously Created” approach by committing to choose materials that favour sustainability, do not disrupt the natural order

and do not harmfully impact the environment when constructing their products. During their detox journey so far, several key initiatives adopted by KEEN have helped to minimise impact on the environment. By switching to a PFC-free Durable Water Repellency more than 150 tons of fluorinated chemicals have been prevented from being released into the environment. 

Biocide-free Eco Anti-Odor has saved almost 7,000kg of harmful biocides from being used each year. Using Leather Working Group (LWG) certified environmentally preferred leather conserved 208 Olympic-sized swimming pools of water annually. Utilising recycled P.E.T. plastic in the uppers of shoes and sandals has prevented millions of plastic bottles from ending

up in landfills and oceans. All this with no compromise to KEEN’s benchmark comfort and performance. These more sustainable choices are featured across a spectrum of hero products across the FW20 collection, including the Revel IV winter boot in their Winter Trail category, the Highland, Howser& Oregon City families in the lifestyle and everyday range and

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the Redwood Winter boot for children.   “KEEN has embraced an environmentally aware approach since the brand and business started 16 years ago,” commented KEEN general manager Erik Burbank. “The vision of our detox journey came to life many years ago with a simple idea—we want to be conscious of how we create our products by removing unnecessary chemicals and materials that have been standard operating procedure in the industry for decades.  While we’ve made significant progress as a leader in this space, we recognise that there is still a long way to go on this journey and we take our manufacturing integrity very seriously.” After introducing several models containing recycled P.E.T. plastic fibre in their Spring/Summer 2020 collection including the new UNEEK SNK, SOLR & Terradora II Sandals, KEEN has more than doubled

its use of this sustainable material throughout styles in the FW20 season, with this material being used in several styles across the Winter and Lifestyle collections including the Howser Slide and Terradora II WP Lace and ankle boots. This winter, KEEN is debuting a new edition of their renowned KEEN.WARM insulation created using recycled P.E.T in the Revel IV boot, effective at keeping feet warm down to -40˚C, further increasing the feel-good factor of this high performance boot.  Further adding to the sustainability of this key product, the upper of the Revel IV has been constructed in premium, environmentally preferred leather sourced from LWG-certified tanneries, reducing chemical use, negative impacts on our watersheds, and saving millions of litres of fresh water annually. All KEEN styles that include leather, including

key hiking styles such as the popular Terradora WP Leather and Innate WP and summer sandals including the new women’s specific  Lana and Targhee III sandal are sourced exclusively from LWG-certified tanneries.  Further to their choice of leathers, KEEN is a leader in the footwear industry having moved several seasons ago to choosing safe, effective PFC-free Durable Water Repellent alternatives to repel water and dirt from the uppers of their shoes. PFC’s are suspected carcinogens, degrade very slowly and persist in the environment so avoiding the introduction of these compounds by using a safe alternative is a very positive move in protecting the environment.   Complimenting these other initiatives, KEEN has actively been using biocide-free insoles for healthier ecosystems for several seasons in both their sandals and closed

toe products. For odour control, the conventional practice is to treat insoles with potentially carcinogenic biocides that kill the microbes that lead to odour. KEEN instead uses Eco Anti-Odor, which utilises a safe, naturally occurring probiotic proven to be just as effective in odour control, with none of the downstream environmental impacts of chemical alternatives.  In addition to this, KEEN’s commitment to sustainability goes beyond these impact reducing initiatives and also incorporates a commitment to taking action and giving back, including working with local communities around the world to help to protect and preserve the places where people play. To learn more about KEEN’s “Consciously Created” approach or for more information on company processes and values visit www.keeneffect.com.   KEEN will be exhibiting at Ispo at Booth A5 218. n

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TRADE SHOW TIPS

HOW TO MAXIMISE YOUR IMPACT

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rade shows provide an excellent opportunity to uncover new leads, network and spread the word about your business. But exhibiting at a trade show like ISPO involves considerable expense and time for most companies. Visitor behaviour at exhibitions is changing too. With increased time pressures and a huge amount of information online, exhibition attendees are arriving at shows with fully planned agendas and a good idea of who and what they want to see already. The old adage of ‘build it and they will come’ is no longer applicable and relying on passing trade is unlikely to give you the right return on your investment. Having a killer pre-show sales & marketing campaign is essential to help your company stand out from the competition. We’ve put

together some top tips to help you achieve this: 1. Like any big investment, start by making a clear list of goals and objectives for the show. Why are you attending the show? What do you need to achieve? What will success look like? Having clearly agreed targets makes achieving success much easier for you and your team. 2. Carefully consider what facilities you are going to need to make the event work hard for you. For example, invest in the show’s badge scanner or use the show’s mobile app if they have one. Anything that you can use to scan visitors’ details that saves you having to manually input them later. Similarly, if – like our client Helly Hansen, you are planning a big Autumn/Winter 2020 launch at the show – and you want to live stream the

Kate O’Sullivan, managing director of PR and communications agency ADPR, exclusively shares with SGB Outdoor some tips on how to maximise one’s presence at exhibitions.

launch, make sure you choose a suitable location and have everything you need. Check out the facilities available that fit the bill and book as soon as you can – many exhibition events are spoilt by leaving the planning too late and not being able to book the right facilities.

to the press office as early as possible will ensure you are well briefed on planned events, accredited media, theme days and key attendees. Early planning also means you can snap-up the best slots for product launches, hospitality events and sponsorship opportunities.

3. It sounds a long way in advance, but you can expect an exhibition press office to be up and running five months before an exhibition. Speaking

4. Securing favourable coverage in your key press’s exhibition previews will increase footfall to your stand. Knowing which print, online and broadcast

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media are planning to preview the exhibition is crucial if you’re going to maximise the opportunity to create interest amongst your target audience at the show. Many media outlets will be working on exhibition previews several months is advance, so liaising with them as early as possible is paramount to your success at the show. 5. It sounds obvious but tell people you are going to be at the show. Promote and advertise your attendance as much as possible. Most of your effort should go into pre-event promotion, so send email invitations to your customers ahead of time to let them know you are going to be at the fair. Take this opportunity to tell them your stand number, and ideally

try and get an appointment booked. Give a member of your team responsibility for managing social media posts during the show too – photos and videos of your stand looking enticing may be spotted by someone following the show’s hashtag and help you connect with someone that may not otherwise have come your way. Using the event’s official hashtags on your social media posts throughout the show is also a great way to make it easy for the show’s press team to shout about you as an exhibitor. 6. Train your staff on working the show effectively. Over three quarters of all people attending exhibitions are either buyers themselves or key decision makers. First impressions are everything, so make sure your

exhibition team is fully briefed and prepared. Explain the show objectives, the types of questions likely to be asked, role-play how to handle tough questions, set the standard for your show staff’s appearance and provide media training for your key spokespeople if required. 7. A lot of valuable introductions are made during a key trade show. Yet research shows that 70% of exhibition enquiries are never followed up. Implementing an effective and pro-active postshow strategy is one of the most important aspects of your overall exhibition plan and should be mapped out well in advance. The most successful results follow from contact made within five days of the show finishing, ensuring you include a personal

touch which is harder to ignore. Brief your exhibition team on the follow up plan and get it into action as soon as you are back in the office, to avoid that post-show let down. 8. Have regular “health check” meetings with your team both during and after the event. Review your original plans - did you accomplish everything you set out to achieve? Were there things you could have done better? What activity delivered the best results? 9. Finally, don’t be afraid to show excitement about your products or services. If you are genuinely passionate about what you do, attendees will sense it. Enthusiasm is contagious – and more importantly, it sells. n

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JACK WOLFSKIN

BLAZING A TRAIL OF INNOVATION

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ack Wolfskin steps surefooted into 2020, along a trail they’re cutting as an industry leader in the development of innovative garment technologies. They not only produce the highest calibre products but also ensure that environmental conscientiousness is present at every step of the process. Jack Wolfskin’s vast offering of sustainable technologies is not necessarily the first thing associated with the brand, but this is primed for change with seasonal product ranges throughout 2020 that utilise the brand’s 100% recycled waterproof membrane, high loft recycled synthetic insulation, new recycled wool and synthetic fibre hybrid and the innovative clean technologies within durable water repellency and colour dying. Plus, various others across windproofing, insulation and waterproofing. In spring 2020, Jack Wolfskin introduces the Infinite Hike collection, a capsule which champions the ambitious hiker with sporty and innovation laced products. The collection makes a reappearance in the second half of the year with a statement piece, the Eagle Peak Insulated Jacket.

INTRODUCING: MICROGUARD WOOLBLEND MICROGUARD WOOLBLEND is a pioneering hybrid of recycled wool and recycled synthetic fibre. This durable

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technology offers very good thermal performance allowing heat retention and breathability when required, alongside odour neutralising qualities. The eye-catching colour blocking sets the sporty tone and is complemented by additional functionality, with two side pockets, one chest pocket, one interior pocket and an adjustable hood. From the same collection is the women’s Crossing Peak Jacket.

365 Women’s offerings will launch. One such item is the 365 Hideaway Down Jacket.

This is visible in Felix’s favourite product, the Solitude Mountain Jacket.

INTRODUCING: MICROGUARD ECOSPHERE AND STORMLOCK ECOSPHERE

INTRODUCING: NANUK DYNAMIC NATUREBLEND NANUK DYNAMIC NATUREBLEND is a composition of recycled synthetic fibre and TENCEL natural fibre. It’s a blend which guarantees ideal heat insulation and excellent wearing comfort and movement, due to contouring in the sleeves and back. Jack Wolfskin has introduced a simple but striking design touch to the Infinite Hike collection by displaying the key technology logo on to the outer fabric, as seen here with NANUK NATUREBLEND on the sleeve. A highlight of recent ISPO shows and a popular collection across Europe has been Jack Wolfskin’s urban outdoors inspired 365 capsule. In 2020, this previously men’s only capsule welcomes several new styles, and in autumn-winter, after much demand, the first

MICROGUARD ECOSPHERE is a 100% recycled synthetic fibre that even when it gets damp, will still provide the warmth required. STORMLOCK ECOSPHERE is a highly functional outer layer that will provide reliable protection against wind and weather and keep the jacket’s filling in good shape too. This only serves to highlight how these technologies are working together to create even better products. As 2020 progresses, Jack Wolfskin will reveal its new hightech winter sports collection. It will set new standards which is no surprise considering it is the first collection to be developed and designed under the experienced eye of Jack Wolfskin ambassador, former world-class skier, Felix Neureuther. This collection focuses on modern design and sophisticated detailing; a dynamic fit adds functionality to the aesthetic, and through sustainable materials, an overall eco-friendly tone is achieved. The brilliant colouring on display in this range is the result of innovating dyeing processes.

INTRODUCING: FUTURE DYE FUTURE DYE is a brand-new innovation by Jack Wolfskin in the world of product colouring. It is an eco-friendly process, which uses significantly less water, energy and chemicals than previous methods. The techniques employed also generate much lower amounts of water waste. In the Solitude Mountain Jacket, Future Dye has been incorporated into Jack Wolfskin’s hero technology TEXAPORE ECOSPHERE, which is the first 100% recycled membrane. The result is the 3-layer TEXAPORE ECOSPHERE FUTURE DYE STRETCH which contains water and windproof properties and guarantees breathable protection against the elements. This Felix Neureuther signature style offers an athletic cut with preformed elbows, underarm zips for optimal ventilation and a selection of perfectly positioned pockets,


some with large glove-friendly openings and others more subtle. The RECCO® rescue system is also a feature of this jacket, which continues a presence across the Jack Wolfskin range for 2020. Not to be overlooked by some quite remarkable developments within the apparel sector, Jack Wolfskin’s equipment team has produced a number of products that are sure to grab attention for all of the right reasons, whether this is due to enviable eco-credentials, or its first to the market nature. Sustainability meets functionality, meets demand, and the results are impressive. A notable pack from the Everyday Outdoor collection, which not only adopts 100% recycled materials but also reduces the burden on the ecosystem by utilising algae is the sporty ECOLOADER 24 pack.

INTRODUCING: BLOOMFOAM™ The algae used by BLOOMFOAM™ are a renewable resource made from biomass. Thanks to its high dampening characteristics derived from these algae, the foam is suited for use in back systems as well as shoulder straps. An extra benefit for nature: in the production of the BLOOMFOAM that goes into one ECOLOADER 24 pack, 59 litres of water are purified from algae. When it comes to travel in 2020, protection will always be high on Jack Wolfskin’s agenda whether it’s weather protection or anti-theft protection. From the latter, a new product has been developed utilising an anti-slash fabric, puncture-proof zips, and RFID protection pockets, the Protect 28 Pack.

INTRODUCING: SAFETY KNIT 12 Safety Knit 12 is a cut-resistant melange patterned material which provides this pack with an outer pocket to store valuable objects and peace of mind. The Protect 28 Pack also hosts a CRYPTALLOY barrier integrated into the security compartment in the back to effectively block signals for all common RFID frequencies, protecting sensitive data from theft. These are just a small selection of the new technologies, innovations and enhancements that Jack Wolfskin has worked towards offering its customers in 2020. It’s a dominant selection that puts the brand at the front of the pack. n To take a closer look at the products mentioned here, amongst many others, drop by the Jack Wolfskin stand at ISPO. Hall: A1 Booth: 402

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feet of engineering All 1000 Mile socks are carefully designed to provide your feet with protection,

comfort and support, no matter where the next journey takes them.

VIEW OUR FULL RANGE AT 1000MILE.CO.UK

JOIN US AT ISPO IN HALL B3 STAND 512

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TAPE | SUPPORTS | HOT/COLD THERAPY | TRAINING AIDS APPAREL | HYDRATION | REFLECTIVES | ACCESSORIES

UP.UltimatePerformance

VIEW OUR FULL RANGE AT ULTIMATE-PERFORMANCE.CO.UK

@ultimate_performance_uk

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ISPO trade shows. Save the dates. ISPO Beijing 2020 February 12–15 OutDoor by ISPO 2020 June 28–July 1 ISPO Shanghai 2020 July 2–4

Accelerate your business with the biggest multisegment platforms in sports business. Pattern Limited / Tel. +44 20 3375 8230 / david@pattern.co.uk

More information on: ispo.com

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AT CRAGHOPPERS WE BELIEVE IN GLOBAL THOUGHTFULNESS. DOING WHAT WE CAN, WHEN WE CAN, TO LOOK AFTER OUR PLANET. IT MEANS WE’RE COMMITTED TO CREATING GREAT PRODUCTS IN A SUSTAINABLE WAY AND TO MAKE POSITIVE PROGRESS EVERY YEAR.

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ISPO Munich 2020 Stand number A1/408 26-29th January 2020

08/01/2020 14:38

Profile for Silverback Publishing Ltd

SGB Outdoor ISPO 2020  

Sustainability is a buzz word in the outdoor industry with manufacturers pulling out all the stops to ensure their products are sustainably...

SGB Outdoor ISPO 2020  

Sustainability is a buzz word in the outdoor industry with manufacturers pulling out all the stops to ensure their products are sustainably...