Swix has launched itself fully into the apparel category with the introduction of a complete line of performance apparel.
In an effort to provide a complete synthetic, performance apparel package from the outset, the Norwegian giant is providing retailers with everything from seamless underwear with Dri-release and Freshguard, to three weights in baselayers, to a full range of performance soft shell tops and bottoms. The company is even trying to cover consumers feet with an extensive new line of socks. The lines include several options in Elite and Performance models, with specific womens lines and colours and styling that should quickly move the brand outside of its traditional racing-specific customer base.
. . . And Also Introduces a Natural Performance Brand
Coinciding with the launch of its own apparel line, Swix has also introduces the Ulvang line into North America as well. Swix acquired the Norwegian apparel company founded by three-time Olympic gold medallist Vegard Ulvang last year and is moving the brand into North America for 2005/06. Using natural wool products, in blends and the increasingly popular Merino wool story, Ulvang offers wicking, warmth and odour resistance in base layers, mid-layers, socks and hats.
The company has been in the apparel accessories market for quite some time, and according to Karl Weidemann, Swix Communications Director, there was already quite a bit of cross-over in terms of cross country ski, alpine ski, and even some bike customers looking at the product. This new launch will give the company more products to address all of these markets.
