Selling: ODLO Baselayers
Green Evolution?
SGBbrings you an exclusive as functional sports underwear specialists ODLO unveil their new Evolution Range made from 100% recycled material.
T
he origins of the ODLO brand lay in the quest for product development and innovation. Their new winter 12/13 range is no different.
Founded by the charismatic Odd Roar Lofterod, ODLO has a history entrenched in winter sports. In 1963, Lofterod used synthetic Helanica fibre to develop a warm outfit for cross-country skiers and ice- racers, and just a year later the entire Norwegian team were wearing the outfit.
This success
has developed to encompass athletes of both summer and winter sports and has led to ODLO boasting of an impressive cv with 12 Olympic gold medals, 33 World Championship gold medals
and 186 World Cup victories achieved by those wearing their products.
Not content with this success, the new Green Evolution range from ODLO seeks to keep their brand one step ahead of the competition by combining the success of the Evolution baselayer collection with their new environmentally friendly baselayers made from 100% recycled materials such as old car seats, banners, flags and old drinks bottles!
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creating less air, water and soil
contamination, ODLO are confident of their new collection being a success with both retailers and consumers alike.
The core features of the Evolution range will remain constant featuring ‘Zoned Function’ with
UK Sales Manager Ian Latham could hardly contain his excitement when talking to SGB and enthused that ‘every piece in the ODLO evolution story is now green – from the packaging to the product, our Winter 12/13 collection is made from 100% recycled polyester.’
The benefits of recycled polyester are numerous. By lessening the dependence on oil, reducing toxic emissions from incinerators and
seamless zones for optimum body climate control and special zones for added heat retention. ‘Our seamless garments mirror the body’s physiology. Fabric is thinner on the back and thicker in the midriff. This allows the body’s core temperature to remain constant and keep athletes bodies in peak condition’ says Latham. Temperature features prominently in the Evolution range. The baselayers are available in four different styles: cool, light, warm and x- warm, covering all types of temperature and physical activity. This means the right undergarment can be worn for any type of weather.
ODLO have other ambitious plans for 2012. The company are currently in talks with a UK World Champion in the biking world whose identity is a closely guarded secret! This demonstrates ODLO’s plans for further diversification into the cycling market which has already included sponsorship of the Swisspower MTB Team.
Will recycled clothing become the norm in years to come? This remains to be seen. However, it may be worth retailers keeping a close eye on the developments of fully recycled clothing as environment conscious consumers seek to do their bit for the climate and global warming. The ODLO green evolution may just be upon us.
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