sportFACHHANDEL fashion_09_2016

Too nice to wear it only
underneath – the
funny styles of
Kari Traa are
suitable for aprèsski
as well.
provide perfect fit. The differentiation of
the underwear segment by criteria such as
material, processing and customer profile
will continue, according to Gregor Hirner,
Head of Product Management Apparel at
Mammut.
Well-tried - synthetic fibres. ‘Pure
synthetic fibres continue to play an
important role in performance-oriented
fields of application, such as competitive
sports. Features, such as low weight,
perfect moisture management and
maximum breathability are crucial in this
area. We cover this field of application
with our Transtex Light line,’ explains
Reinhard Hetzeneder, Head of Marketing
at Löffler. Löffler developed the Transtex
technology already in 1978 and the products
are still made in the own knitting factory in
Ried. The Austrian producer does not use
chemical substances or the controversial
silver-ion finish. This is particularly
important in case of base-layers, since you
wear them directly on the skin. Marcel
Lagler from the Craft marketing team has
noticed over the last few years that the
end consumers have increasingly asked
for the field of application of functional
underwear. He says, ‘This means for us that
underwear has to become more and more
specific, in order to fulfil the changing
demands. In the meantime, cooling
underwear for summer has established
itself. Therefore, Craft offers the matching
underwear for each use and temperature
– no matter if cold or warm and if low or
high intensity. This doesn’t mean that we
entirely do without merino. Our range
includes merino styles, but you can’t cover
all temperatures with it. In 2016, we present
two concepts – Active Comfort and Active
Extreme 2.0, suitable for the broad mass of
athletes or professionals. Regarding cut and
the design, the Active Comfort line focuses
on comfort and well-being. Active Extreme
2.0 provides best moisture and heat
management and supports athletes during
exhausting training sessions.
In mix - nature & synthetic. Mixed fabrics
continue to be trendy. This means, both
kinds of fibres are used, either for the
whole piece of functional underwear or
at special area. According to Kari Traa, so
called hybrid materials will surely increase
their importance in the future. This means
mixed fabrics from natural fibres and
functional synthetic fibres. Kari Traa uses,
for example, Dry-Release Polyester or very
soft Lenzing Modal Fibres in combination
with pure merino wool. The hybrid fibres
offer a lot of functional benefits, but also
an excellent price-performance ratio.
SmartWool focuses on versatility. Using
mixed fibres, instead of only one, is often
a good option. The composition and the
construction are of great significance in this
respect. This is why the label offers both
classic 100 percent merino underwear and
more technical fabrics from merino, nylon
and elastane.
The underwear experts of the Swiss
producer Calida launch a new line for the
Norrøna launches its first
own underwear collection in
autumn/winter 16/17.
Ortovox relies on
natural fibres, but
offers also underwear
from mixed fabrics
and synthetic fibres
for athletic activities.
68
sportFACHHANDEL
FASHION • 09/2016
The Swiss brand
Calida offers
puristic, modern
styles with a
combination of wool
and silk.
© Calida, Orthovox, Norrøna, Kari Traa, Falke, Icebreaker, Löffler