Athletes will have a new way to keep cool this summer.
Mission Athletecare has teamed up with Coolcore, a Portsmouth, N.H.-based company that counts J. Christopher Burch as a key investor, to launch a line of cooling accessories that will hit retail stores this month. Last year, Mission introduced the Enduracool Instant Cooling Towel which, when soaked with water, wrung out and snapped in the air, becomes cool to the touch. Now the technology is being employed in a number of other products, including arm sleeves, helmet liners, skull caps and hoodies.
The proprietary performance fabric, which Coolcore received the patent on last month from the U.S. Patent and Trademark Office, features the first chemical-free cooling material for the textile market and delivers wicking, moisture circulation and regulated evaporation to reduce the fabric’s surface temperature up to 30 degrees. The products also offer Ultra Violet Protection Factor 50 for sun protection.
Mission was founded in 2009 and boasts a group of world-class athletes as equity partners, including tennis star Serena Williams, New York Mets third baseman David Wright, Olympic gold medal-winning soccer champion Mia Hamm, NBA All-Star Dwyane Wade and Detroit Lions running back Reggie Bush.
Wendy Kula, vice president of marketing for Mission, said the product will be sold at Dick’s Sporting Goods, Sports Authority, Modell’s and Hibbett Sporting Goods, among others. Athletes including Williams, Wade, pro golfer Sergio Garcia and triathlete Hunter Kemper are featured on the packaging and marketing materials for the products. A television campaign as well as social media initiatives are planned for later in the season, she noted.
Justin Cupps, president of Coolcore, said plans also call for launching a line of Coolcore-branded apparel in mid to late spring of 2014. He said the fabric is “sweat-activated” and will become cool when moisture hits it and air circulates through it. He said the first apparel products will be knit base layers. “When it’s closer to the skin, it performs better,” he said. But it’s not designed to be a compression garment à la Under Armour, he stressed. “We feel we can create unique products that everyone from a high-performance athlete to a businessperson can use.”
Ryan Drew, chief marketing officer for Coolcore, said the products will be “fitted but not compressive.” The initial launch will include five pieces for men: a T-shirt, sleeveless T, long-sleeve T, polo and quarter-zip pullover; and for women: a V-neck T-shirt, a long-sleeve T, a camisole, transitional jacket and a “cold shoulder” jacket that can be worn over the camisole. All of the products will be designed and produced by Coolcore.
Cooling product is beginning to make its mark on the activewear industry, with Columbia offering a line of apparel under the Omni-Freeze name and TYR selling arm coolers.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
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“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia