Pertex, which specializes in lightweight performance fabrics, has a new brand update and structure that presents its subbrands more clearly and succinctly.
The new subbrand structure consists of three distinct series — Pertex Quantum, consisting of insulation and wind-resistant fabrics; Pertex Shield, made up of waterproof, breathable fabrics; and Pertex Equilibrium, which are double-weave fabrics.
The Pertex Quantum subbrand includes a signature group of tightly woven fabrics that provide a light and soft fabric for lofty insulation; Pertex Quantum Pro, which features an ultrathin water-resistant coating for increased weather resistance for use in extreme conditions; and Pertex Quantum Air, which is engineered with increased air permeability to provide a balance between wind resistance and breathability.
The Pertex Shield subbrand includes core fabrics that deliver lightweight and packable protection while remaining highly breathable, and Pertex Shield Pro, designed to provide highly breathable protection for extended use in extreme conditions.
Pertex Equilibrium creates a comfortable microclimate by balancing weather protection and breathability.
“The goal of the brand update was to condense our subbrands into a simpler and more meaningful new structure,” said Steve Laycock, brand director at Pertex, based in Clitheroe, U.K. “This new structure will allow us to better communicate the specific features and benefits of each of our fabrics with consumers.”
Pertex has also redefined its fabric technologies that include the newly named Diamond Fuse group of fabrics that use diamond-shaped cross-sectional filaments; Y Fuse fabrics that use Y shaped cross-sectional filaments; Super DWR fabrics, using an enhanced durable water-resistant finish; Eco fabrics, containing at least 50 percent recycled content; and PFC Free DWR fabrics, using nonfluorine based DWR finish.
New multilanguage hangtags have been developed in addition to new labels and heat transfers to reflect the new brand update. Pertex is also developing a new web site and brand-partner portal, which is slated to launch prior to the fall 2017 retail season.
The new subbrands and fabric groups will be presented at the Outdoor Retailer Winter Market in Salt Lake City Jan. 9 to 12, and at the ISPO trade fair in Munich from Feb. 5 to 8.