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Helly Hansen, Houdini, LL Bean, Norrona and Vaude are the first outdoor apparel brands to use PrimaLoft Bio recycled, biodegradable synthetic apparel insulation and performance fabric in products that will be on sale from autumn 2020.

Made from 100% post-consumer recycled material, PrimaLoft Bio fibres have been enhanced to attract naturally-occurring microbes, enabling them to be broken down when exposed to specific environments such as a landfill or the ocean. The fibres will only biodegrade when exposed to these naturally-occurring microbes – ensuring the insulation or fabric remains highly durable throughout its usable life in a garment.

Brand partner concept styles will be on display at this week’s Outdoor Retailer Snow Show in Denver, Colorado from 30 January to 1 February.

“PrimaLoft and our brand partners are committed to extending the life of garments through recycling, repurposing and reuse,” says PrimaLoft president and CEO, Mike Joyce. “This is not a promotion of discarding garments prematurely or without serious regard. Rather, this is about providing a relentlessly responsible solution for the inevitable end-life of a garment when the time eventually comes.”

Helly Hansen, a leader in performance ski and sailing apparel and premium workwear, will launch products with PrimaLoft Bio in North America and Europe.

“PrimaLoft Bio enables us to continue pushing our sustainability efforts forward, without sacrificing the performance we’ve come to expect from their best in class technologies. It’s a win-win for consumers and the outdoors,” explains Philip Tavell, category managing director, Ski/Mountain at Helly Hansen.

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Tom Armstrong, chief merchandising officer at LL Bean, adds the PrimaLoft innovation “enables us to push the envelope for consumer comfort and answer the growing demand for brand accountability, while supporting our mission of helping more people experience the outdoors.”