Hill City by GAP, Lunya, BN3TH and ReST® Adopt Noble Biomaterial’s XT2® and Circuitex® Technologies

Top brands are forming strategic partnership with Noble to meet consumer demands News provided by Noble Biomaterials, Inc. Feb 04, 2019, 11:20 ET SCRANTON, Pa., Feb. 4, 2019 /PRNewswire/ — As the consumer trend of demanding premium-quality apparel for multi-use is on the rise, more brands are partnering with Noble Biomaterials, a global leader in odor elimination and smart fabric solutions, to develop products with Noble’s platform of inherent fiber technologies – allowing them to stay current in the ever-evolving apparel industry. Hill City by GAP, Inc. a new men’s active-apparel line of versatile, high-performance pieces, uses Noble’s XT2® Anti-Odor Technology so guys can wear the same shirt for a workout and then go meet up with friends without offending anyone in the room. Lunya, a modern-luxury sleepwear brand, has adopted XT2® into its collection to help women sleep better at night. BN3TH features XT2® NO STINK Technology in its PRO XT2® Base Layer, a full-length tight that keeps you feeling fresh all day long. XT2® uses the properties of silver ions to kill odor before it starts. Unlike topical finishes or treatments, the silver is inherent in the fiber providing a permanent anti-odor solution. Metallic silver is not released so it will not wash out or wear off – lasting the life of the product. “Consumers today want to buy technical garments that are functional while making them look and feel good,” said Karin Mueller, Noble Biomaterials Global SVP Marketing. “They don’t want to compromise performance or fashion, and they want the ease and confidence of knowing one top can confidently carry them through their day. After a sweaty...

Lululemon men’s Lululemon Made to move. THE SECRET IS OUT Lululemon’s next target is mindfulness for men

Lululemon Made to move. THE SECRET IS OUT Lululemon’s next target is mindfulness for men By Marc BainJanuary 10, 2019 A lot of men who shop at Lululemon got their introduction to the brand through a woman. They were boyfriends or husbands who tagged along on a shopping trip, or a woman may have just gone ahead and bought them something herself. “About 40 percent of our men’s product sales today are to women,” says Stuart Haselden, Lululemon’s COO. “It’s an important catalyst for our men’s business, and has been in building it to where it is today.” The brand built on premium women’s yoga pants is now working hard to get men to think of it as a shopping destination for them, too. Its men’s business is still “a bit of a secret,” Haselden says, even though Lululemon made its first big effort to develop key men’s styles about four years ago. A couple years back, it developed a complete strategy to target men that is currently paying off as sales to guys ramp up. It’s now ahead of schedule on its goal to reach $1 billion in men’s sales—representing a quarter of its business—by 2020, and 30% of new customers it attracts are men. If that business can be called a secret, it’s a successful one, particularly in a competitive market dominated by labels such as Nike and Under Armour. Ironically, most men don’t to seem to be using Lululemon’s products for yoga. ”The number one activity is running,” Haselden says. After that comes “training,” which includes everything from CrossFit to—yes—actual yoga. The company’s top men’s sellers include products for these sports, such...

Spotted: new helmets from Smith Optics for 2018

We’ve stumbled onto some previously unseen lids from Smith   Smith has updated the Forefront trail helmet for 2018     Smith Optics has been a long time player in sunglasses and goggles, and a few years back the Sun Valley, Idaho based company released its range of road and MTB helmets with the unique Aerocore Koroyd construction. Smith’s new Attack and Attack Max use magnets for speedy lens changes Smith Rover helmet first ride review Best bike helmets: a buyer’s guide to help you find what’s right for you Now, Smith has quietly lifted the veil on a few previously unseen road and MTB lids. Notably there are some budget-friendly models sans Koroyd and the brand appears to have put an emphasis on internal channeling in an effort to improve airflow. At this time, there is no pricing information available. MTB Forefront 2 Smith has updated the Forefront trail helmet for 2018 Smith’s Forefront has been a very popular full coverage trail/all mountain lid for the past few years, and for 2018 it’s getting an update. The new version sees the Koroyd extended into the back of the shell to fully encompass the helmet for max protection. To keep your melon as safe as possible, in addition to the Koroyd, the Forefront 2 will be available in MIPS and standard versions. With 20 vents the Forefront 2 loses a vent over its predecessor, but the vents themselves have increased drastically in size. Smith also says the AirEvac channelling has been upgraded to promote airflow through the helmet. Claimed to weigh 320g, the new lid drops 13g over the...