Wichita, KS, USA - INVISTA’s CORDURA® brand is debuting a series of product collaborations and new fabric technologies – from engineered fabrics to performance naturals – that are dedicated to helping consumers Live Durable™ at Outdoor Retailer Summer Market (Booth #39212). The new innovations are in support of its latest brand campaign, building on the brand’s durable 50-year heritage and underscoring its commitment to developing varying degrees of groundbreaking durable fiber and fabric technologies.
As attendees step inside the booth, they will be able to experience the CORDURA® brand world for themselves, as they are transported by the brand’s first-ever 360° video experience. A virtual-reality (VR) viewer will be provided to share an up-close and personal look at what it means to Live Durable™ with CORDURA® fabric – from the trailhead to the open road, the VR experience will take attendees on an immediate adventure.
A barbecue lunch event will be held at the booth Wednesday, July 26 from 12 – 2 p.m. to commemorate the launch of the Live Durable™ campaign and experience, as well as salute the brand’s 50 durable years and partnerships along the way – including one with Carhartt®, who is creating special edition commemorative grilling aprons for the event.
“Over the years, we have been fortunate to work hand-in-hand with leading brands in the textile industry to break barriers and pave the way for new durable solutions,” said Cindy McNaull, global CORDURA® brand and marketing director. “These collaborations, including the long-standing partnership we have with our friends at Carhartt, truly embody our brand ethos and support not only what we strive to do, but also why we do it – which is to encourage everyone to get out there and embrace their own version of what it means to Live Durable™, from the everyday to the extreme. The 360° video component of our campaign is a great opportunity to highlight how to live a durable lifestyle with the help of our fabrics, used in clothing and gear made by our incredible brand customers.”
As part of its “50 for 50” anniversary tribute, the CORDURA® brand will debut a list of exciting new product adoptions from leading brands who rely on CORDURA® fabrics:
The North Face and CORDURA® brand 50th anniversary collection of retro-modern packs, paying tribute to our five-decade heritage and legendary brand partnership.
Carhartt, Inc. limited edition MultiCam® CORDURA® fabric Chore Coat, celebrating the 100th anniversary of this iconic garment and our longstanding brand partnership.
Cutting-edge CORDURA® Denim innovations created by CONE Mills and Kaihara, Latest gear and apparel products from Reebok, Fox Racing, Mountain Hardwear, Outdoor Research, Levi’s and Goldwin, all enhanced with the hardworking reliability of CORDURA® fabrics.
Next generation CORDURA® fabric collections will also be introduced, combining science and technology to help overcome everyday barriers consumers face with their gear and apparel.
Continuing the CORDURA® brand + Cotton Incorporatedcollaboration, a selection of cutting-edge woven and knit cotton blend ‘Performance Natural” fabrics from Chia Her and Artistic Milliners featuring specialty moisture managing TransDRY™ and STORM COTTON™ technologies will debut at the show. These fabrics combine the tried and true, long-lasting durability of CORDURA® fiber with the natural comfort of cotton. With a focus on eco-efficient textile solutions, durable next-generation CORDURA® fabrics for footwear and apparel will make their US debut featuring high performance renewably sourced coatings and membranes based on Dupont Tate and Lyle Susterra® propanediol. A master of long-term viable and sustainable microbial control, Dow Antimicrobial introduces Intellifresh™ technology, which will be used in CORDURA® Denim fabric by Artistic Milliners to provide long-lasting, reliable freshness and enhance the life of the garments. Intellifresh™ is powered by SILVADUR™ antimicrobial technology, which blocks odor through absorption of select odorants, helping keep denim fresh and clean between washings. Garments from NCSU College of Textile’s Jacob Schindler made with Chia Her CORDURA® Combat Wools™, and designs from Project 20/20 Winner Bethany Martin made with ISPO Textrends award-winning CORDURA® Naturalle™ fabrics from One Chang and Yoonia will be on display in a new ‘Destination Durability’ section of the booth, showcasing the brand’s commitment to young designers of tomorrow.
Additionally, the brand will showcase over 170 new CORDURA. Live Durable™ fabric innovations for outdoor, activewear, military, workwear and everyday living.
To learn more about the latest CORDURA® brand news, innovations, collaborations, and 50th anniversary activities, visit www.cordura.com. Schedule an appointment or stop by CORDURA® brand booth #39212 for an up-close look at the new Live Durable™ experience, or visit www.cordura.com/360.
About CORDURA® Brand
INVISTA’s CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable Fabrics™. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world’s leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word “CORDURA®” must be spelled out in all caps and used with an ®, and it must be followed by the word “brand” or “fabric.”
To learn more about INVISTA’s CORDURA® brand, end-use products, and marketing tools please visit www.CORDURA.com. and follow us on Facebook, Twitter, LinkedIn, and YouTube.
From the fibers in your carpet to the plastic in your automobiles, INVISTA’s commitment to continuous improvement has led its employees to develop some of the most durable, versatile polymers and fibers in the world. A subsidiary of Koch Industries since 2004, INVISTA brings to market the proprietary ingredients for nylon 6,6 and recognized brands including STAINMASTER®, CORDURA® and ANTRON®. INVISTA also offers specialty chemical intermediates and process technologies. See the bigger picture at INVISTA.com.
CORDURA® Brand Inquiries: INVISTA S.a.r.l
4123 E. 37th St. Wichita, Kan. 67220
Press Contact: Morgan Lang