Unifi Inc. announced the launch of the company’s new ‘True Innovation Starts in the Fiber’ branding, which highlights Unifi’s commitment to the development of innovative and sustainable performance fibers backed by a flexible, global supply chain.

Unifi is also introducing the company’s new Profiber brand that provides options to integrate multiple performance Tru-technologies into polyester and nylon yarns that deliver increased fabric comfort, performance and functionality. Unifi unveiled its new branding and positioning while showcasing its focus on performance apparel and activewear through innovative combinations of functional benefits at the 2018 Outdoor Retailer Summer Market (booth 1022-LL), which takes place July 23-26 in Denver, Colorado.

“We are excited to show outdoor brands and retailers ways in which they can combine a wide range of Unifi Tru-technologies with our leading Profiber virgin and Repreve recycled yarns that offer multiple performance benefits,” said Richard Gerstein, executive vice president of global branded premium value-added products and chief marketing and innovation officer for Unifi. “Meaningful innovation happens when you can integrate garment design and functionality with unique combinations of technologies that are embedded in the fiber. Our goal is to help inspire those who design and develop new products to innovate at the fiber level to achieve differentiated performance, comfort and style.”

As part of the new branding, Unifi has repositioned its performance technologies to be benefit-focused, making it easier for customers to select the properties that are most important to their consumers. Unifi’s proprietary Tru-technologies offer a wide range of performance properties such as wicking, thermal comfort, full coverage, bounce, stretch, sun protection and water resistance.

“Consumers want reliable performance that lasts the life of the garment, and that’s why we strive to deliver options with our high-quality fiber and technology platforms,” said Jay Hertwig, group vice president of global brand sales. “By offering a wide range of products focused on benefits, we can help our customers create innovative fabrics that solve everyday problems and meet and exceed their consumers’ expectations.”

The Repreve #TurnItGreen National Mobile Tour is also on-site at the Outdoor Retailer Summer Market (booth 54143-UL), where attendees have the opportunity to experience firsthand how recycled bottles are transformed into performance fibers.