PrimaLoft Inc. launched its consumer marketing campaign for its new line of proprietary Performance Down Blends, which become available at outdoor specialty shops for the first time this fall.

The technology combines the warmth and loft of down with the wet weather performance of PrimaLoft synthetic insulation resulting in optimal comfort and durability. Brands debuting PrimaLoft Performance Down Blends products at retail in North America include adidas Outdoor, Black Diamond, Helly Hansen, Lands End, Sherpa, Sitka, Under Armour and Westcomb. The companys brand partners will be utilizing new PrimaLoft branding and hangtags on their Fall 2014 garments to educate consumers about the new technology and performance benefits.

PrimaLoft has been the ‘go-to insulation for apparel brands around the world demanding best-in-class performance for over 25 years, said Mike Joyce, president and CEO of PrimaLoft. Now, were proud to offer consumers a new insulation product that features an entirely new level of warmth and excels in virtually any condition Mother Nature offers. Whether consumers want a great looking coat for walking down Fifth Avenue, skiing in the backwoods, or going on that traditional hunting weekend, the choices are significantly better. Our technology gives consumers the freedom to go further and into more diverse climates where no other insulation has been able to go, while delivering the thermal and wet-weather performance properties expected from PrimaLoft.

The PrimaLoft Performance Down Blend product is created by a proprietary process that fuses water-repellent, fluorocarbon-free treated down with PrimaLoft insulation. Specifically, this hybrid insulation is engineered by intimately blending premium down with moisture blocking, permanent water repellent PrimaLoft ultra-fine fibers, combining the best attributes of both materials.

PrimaLoft Performance Down Blends are available in Gold and Silver categories for Fall 2014. PrimaLoft Gold Insulation Down Blend has comparable warmth in construction to 750 fill goose down. PrimaLoft Silver Insulation Down Blend provides comparable warmth in construction to 650 fill down. The Gold level product retains more than 95 percent of warmth when wet and dry four times faster than untreated down.

For us, PrimaLoft Performance Down Blend is the perfect choice for our all-new SUBZERO parka line, said Alan Yiu, chief designer and president at Westcomb. Consumers are well educated about what they want in their apparel and, as a result, are demanding more from manufacturers. They want stylish outerwear that not only will last a long time but is also warm, versatile and comfortable. PrimaLoft Performance Down Blends enable wearers to focus on the experience, not the weather. We are honored to be one of PrimaLofts launch partners.