Former Polartec President and CEO Andy Vecchione has resurfaced at the helm of the North American operations of Super.Natural – a Chinese-owned brand that specializes in mixing merino wool with performance fibers to create a line of active wear for outdoor, fitness, yoga and travel markets.


He will spearhead the company’s entry into North America in Fall 2014. Initially launched in Europe in 2012, Super.Natural specializes in combining merino wool with engineered performance fibers to create next generation active wear. The full men’s and women’s lines include baselayer, midlayer, lifestyle and sportswear apparel, focusing on snowsports, outdoor, fitness, yoga and travel. The complete collection will debut in North America at the Winter Outdoor Retailer Trade Show (booth 36217) in Salt Lake City, Utah January 22 – 25, 2014.


Super.Natural North America is working closely with its European, Asian and Australian counterparts to expand on the global perspective and success the brand has generated around the world.



“Having been at the forefront of the outdoor industry for over a decade, I’m excited about what [Super.Natural] is bringing into the North American performance apparel market,” said Vecchione, who is being joined in the venture by fellow Polartec executive Jon Adelman. “Super.Natural has set new standards in manufacturing hybrid fabrics that are intelligent in performance and comfort. The balance of natural merino wool with engineered fibers creates the maximum in comfort, performance and style.”



Super.Natural’s parent company, Shanghai Challenge Textile Co., Ltd. (SCT), is a certified system partner with bluesign-an international standard that creates transparency along the entire textile manufacturing chain to ensure responsible practices. “Being vertical with such a strong partner like SCT gives us a distinct advantage and ability to incorporate hybrid performance fabrics for each garment we develop and better control over production lead times,” comments Vecchione. “Particular attention is always paid to the quality and aesthetic of each garment’s design, fit and finish from production to delivery by Super.Natural.”



“The company enters North America with significant momentum,” said Adelman. “Europe embraced the line instantly. Japan, Australia, and Korea were very quick to follow in years two and three. Such swift infiltration of these leading markets laid the groundwork for expansion into the North America. We’re looking forward to connecting core consumers with a brand that sets them apart from industry status quo.”