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Industry: OutDoor Review


Go Travel pushes on with rebrand A


ccessories brand Go Travel is continuing to reposition the brand after changing its name and introducing a series of new products. Go Travel was formerly known as Design Go, but rebranded to go ‘back to basics’, a spokesperson said during the show. This was intended to grow brand recognition as although the products were known to the market, many struggled to understand Design Go.


It has pushed on with its Go range of 35-plus travel products, ranging from emergency blankets, karabiners and plaster kits to compasses, travel pillows and sleeping mats.


The spokesperson said: “It has brought it all together under one recognisable brand. It’s not about reinventing the wheel but making sure the basics were being done right.”


There were a handful of new products on the Go Travel stand, primarily from the Go range, including travel wash, mugs featuring a karabiner handle that allows them to be attached directly to a pack and others.


“What it has done with travel products is working well in the outdoor market,” the spokesperson said. “The range is easy and not intimidating, and is accessible to the whole market.”


GnL puts its sole wear its mouth is S


wiss footwear firm GnL unveiled a 3D cushioning system that it claimed alleviates stress issues not covered by conventional footwear. GnL 360 footwear was being shown for the first time to an international audience at OutDoor 2011, with a spokesperson saying that is looking to take the product to a Europe-wide market. The GnL 360 features patented 3D cushioning technology that utilises multidirectional lugs embedded in the sole of the shoe to provide support to the wearer in all directions. It said conventional shoes only provide vertical cushioning for up and down forces but stress from horizontal impact during the landing phase is not dealt with. The Glide ‘n’ Lock system used with its 360 shoes provides vertical and horizontal compression through the 3D cushioning system, which it claims addresses the shearing motion issues.


The spokesman said GnL is looking for a UK distributor for the product, as well as looking at wider sales across Europe, and that the shoes have potential applications in the leisure, fitness and professional healthcare markets; anywhere where the wearer is on their feet for extended periods of time and would benefit from the additional sideways dampening.


“We have a Swiss agent and some resellers, but we are now looking to take the product to a much wider European audience, including the UK,” the spokesman said.


Patagonia takes to the trail P


P


erformance dog gear specialist Ruff Wear was on show with its selection of equipment designed to enhance outdoor adventures for ‘dogs and humans’.


Ruff Wear’s collection includes harnesses, packs, boots, collars, leashes and safety equipment, such as hi-viz jackets and a safety light. Its products include materials and technologies seen in traditional outdoor wear, such as 3M Scotchlite reflective material, Vibram soles and Thermore insulation.


atagonia used OutDoor to make a big deal of its move into trail running for spring/summer 2012, a market in which it is introducing a ‘complete head-to-toe line’.


The company said it has worked with trail running ambassadors to develop its line, with footwear covering both minimal and cushioned running needs. For instance, the Fore Runner is designed for a ‘more natural stride’ while the Tsali 2.0 is designed with neutral, cushioned running needs in mind. From the apparel side, it is introducing dresses, shorts and t-shirts for women, with men getting tank tops, long-sleeve tops, t-shirts and shorts. A spokesperson on the stand said the use of ambassadors to give feedback and fine tune the trail running range had been a massive help to Patagonia in developing a line that suits the needs of the market and participants.


Elsewhere on the Patagonia stand, there was evidence of its work to develop its existing alpine collection, with the Adze jacket and updated Simple Guide jacket, which now features a hood. Mention was also made by the spokesperson of its efforts to evolve its accessories collection, which will become evident in future seasons.


A spokesman said the inclusion of high-end materials from the likes of 3M and Vibram was the result of founder Patrick Kruse’s love for the outdoors and his desire to provide products that would allow dogs to accompany humans on adventures, wherever they may be. As well as interactive, live modelling from dogs on the stand, Ruff Wear was showcasing its new omnijore joring system, intended for dog-pulling activities in all conditions, whether on snow or not.


The omnijore joring system includes a dog harness, towline and a hip belt for the human, and is a new market for Ruff Wear to target. For the UK, the spokesman said Ruff Wear switched its distribution partner to Accapi last summer having formerly worked with Rosker. Ruff Wear became part of Accapi’s newly formed outdoor/country division, a move which the spokesman said had allowed the brand to target the outdoor, country pursuit and pet markets in a joined up way.


The spokesperson said: “Accapi target more of the pet market, as well as the outdoor sector, so gave us the opportunity to work with a wider base of potential clients.”


www.sgboutdoor.co.uk 11


Ruff Wear keeps your best friend at hand


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