Invista is reinforcing the benefits of two of its most established brands

Invista is reinforcing the benefits of two of its most established brands

US fibre maker Invista is gearing up to reposition its Coolmax and Thermolite brands next year, including the launch of a new technology that warms up through exposure to sunlight.

The all-new Thermolite Infrared Technology, due for release in the first half of 2016, is activated by solar technology, with fabrics engineered to warm up through exposure to the sunlight.

The innovation will be the first new technology introduced under its 'Embrace the Elements' campaign, which will include a contemporary look and feel for the Coolmax and Thermolite brands with new logos, hangtags and websites.

In addition, the branding architecture has been streamlined with four sub-brands – Coolmax, Coolmax Pro, Thermolite, and Thermolite Pro. The addition of the 'Pro' designation represents Invista's advanced innovation in moisture management and warming technology, the company explains.

Coolmax performance fabric includes a fibre-based moisture management system that moves perspiration away from the body, while Thermolite fabric and insulation provides warmth and comfort without weight.