Toray Industries, Inc., manufacturer of synthetic fabrics with over $10 billion in annual sales, has retained Backbone Media of Carbondale, Colo. to manage the companys public relations and product placement initiatives for technical apparel. Backbone Media will promote Torays existing and new fabrics.
“To many in the outdoor, ski and cycling markets, Toray is a trusted ingredient brand and valued partner,” explains Kenny Gotcher of Toray. “Yet to many consumers, Toray is an unknown part of their daily lives.”
Toray Industries has pursued parallel paths to the market with both massive unbranded fabric programs including Patagonias H2No® shell apparel and The North Faces HyVent DT hard shells, in addition to branded fabric programs including Entrant®, Kudos® XR, and Fieldsensor EX. In conjunction with Spyder ski apparel, Entrant was worn by the U.S. and Canadian Alpine Ski Teams earlier this year at the Olympics in Torino.
Toray fabrics are produced in Japan and are utilized by technical apparel companies worldwide. The company plays a significant role in the Outdoor, Ski and Snowboard, Cycling and Fishing markets. Toray has built its market share and reputation through ongoing research and development to constantly improve its product line; break-through innovations; and by being consistently dependable and easy to work with both from a sourcing and planning standpoint as well as marketing. In addition to textiles, Toray Industries manufactures a wide array of products ranging from synthetic kidneys and medical devices to carbon fiber for the aerospace industry.
Gotcher of Toray states, “We have retained Backbone Media to help our company elevate the visibility of our brands. Backbone was a natural choice because they have many years of experience building ingredient brands, and specifically textile brands, within the outdoor and lifestyle markets. Toray and our family of brands will become much more well-known both at the trade and consumer level over the coming years.”
