super.natural Performance Apparel Set to Launch in North America


Wayne, PA (January 7, 2014)—super.natural—a global performance and wool apparel innovator —announced today that it will begin distribution in North America in Fall 2014. Initially launched in Europe in 2012, super.natural [SN] specializes in combining merino wool with engineered performance fibers to create next generation active wear. The full men’s and women’s lines include baselayer, midlayer, lifestyle and sportswear apparel, focusing on snowsports, outdoor, fitness, yoga and travel. The complete super.natural collection will debut in North America at the Winter Outdoor Retailer Trade Show (booth 36217) in Salt Lake City, Utah January 22 – 25, 2014.

super.natural North America is working closely with its European, Asian and Australian counterparts to expand on the global perspective and success the brand has generated around the world. Two notable industry veterans will steer the North American efforts of super.natural. Former Polartec® President & CEO Andy Vecchione and previous Polartec® Executive Vice President, Jon Adelman will lead super.natural’s North American efforts. “Having been at the forefront of the outdoor industry for over a decade, I’m excited about what [SN] is bringing into the North American performance apparel market,” said Vecchione. “super.natural has set new standards in manufacturing hybrid fabrics that are intelligent in performance and comfort. The balance of natural merino wool with engineered fibers creates the maximum in comfort, performance and style.”

Designed to fit your personal ambitions, super.natural is a world leader in the design and production of performance garments incorporating technical fabrics produced to the highest environmental standards. super.natural’s parent company, Shanghai Challenge Textile Co., Ltd. (SCT), is a certified system partner with bluesign®—an international standard that creates transparency along the entire textile manufacturing chain to ensure responsible practices. “Being vertical with such a strong partner like SCT gives us a distinct advantage and ability to incorporate hybrid performance fabrics for each garment we develop and better control over production lead times,” comments Vecchione. “Particular attention is always paid to the quality and aesthetic of each garment’s design, fit and finish from production to delivery by super.natural.”

“The company enters North America with significant momentum,” said Adelman. “Europe embraced the line instantly. Japan, Australia, and Korea were very quick to follow in years two and three. Such swift infiltration of these leading markets laid the groundwork for expansion into the North America. We’re looking forward to connecting core consumers with a brand that sets them apart from industry status quo.”

If you are a retailer and would like to schedule Winter Outdoor Retailer line preview meetings, or have questions about how to become a retailer, please contact:

Andy Vecchione


Phone: 610-517-3524

About super.natural

super.natural is a global leader in active lifestyle apparel designed to fit personal ambitions. The balance of natural merino wool and engineered fibers produce state-of-the-art garments that maximize comfort, performance, style and ease of care. super.natural is a subsidiary of Shanghai Challenge Textile Co., Ltd., a bluesign® certified company, engaging in transparent and responsible practices. The company is heavily invested in ensuring that all products are produced to the highest environmental standards. To learn more about super.natural, visit



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