Royal Robbins® launches “Beat the Heat” brand campaign with innovative fabric technologies

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SAN FRANCISCO, Calif. (July 27, 2016) —Royal Robbins announced the launch of a major new brand campaign – “Beat the Heat” with four innovative fabric technologies for Spring 2017: Wick-ed Cool™, Cool Mesh, Diablo and Hempline™.

beattheheat

“Royal Robbins’ trademarked Go Everywhere® versatility blends four distinct hot weather performance fabrics with lifestyle silhouettes to enable our consumers to stay cool in outdoor and urban environments,” said Liz Braund, vice president of merchandising and design for Royal Robbins. “With Royal Robbins, you show up prepared and confident that your clothing will work for you and look good no matter what the situation.”

Wick-ed Cool™

Constant body temperature is essential for wellness and comfort. Royal Robbins’ new bluesign® approved Wick-ed Cool technology wicks moisture away while actively cooling the body for optimal temperatue regulation in hot weather. The fabric’s built-in thermoregulation agent actively reduces body temperatures, ensuring the wearer’s comfort even in the hottest of climates and most active of adventures. 

Cool Mesh

The Cool Mesh collection blends the all-natural breathable comfort of cotton with an open weave construction that looks great and feels better. It increases ventilation in hot, hot climates.

Diablo

Royal Robbins’ versatile Diablo collection keeps you cool in the toughest conditions. Eco-conscious, corn-derived Sorona® fibers give this breathable moisture wicking fabric a soft hand durability and a hint of stretch, making it ideal for active travel. The collection features subtle engineered perforations into the already breathable fabric for superior ventilation. Diablo uses bluesign® approved fabrics.

Hempline™

Hempline rounds out the Beat the Heat collection with eco-conscious, anti-microbial and durable designs. Hemp requires little irrigation, no pesticides and it replenishes the soil. Royal Robbins’ blends its hemp with organic cottons and recycled polyesters to keep you cool, odor-free and walking lightly on the planet.

Visit the Royal Robbins booth at Outdoor Retail Summer Market in Salt Lake City (August 3-6) to experience the Beat the Heat technologies first hand.

The heritage brand’s commitment to high-performance beautiful lifestyle apparel dates back to Royal Robbins’ birth in the Yosemite Valley in 1968. Royal Robbins’ collection of men’s and women’s products can be found in outdoor and specialty retail partners throughout the U.S. and abroad.

About Royal Robbins®

Founded in 1968 by world-renowned climbers Royal and Liz Robbins, Royal Robbins is a leading designer, manufacturer and retailer of outdoor and travel apparel. The brand has gained worldwide recognition for its high-quality active lifestyle clothing and commitment to environmental and social responsibility, innovation, style, and utility with a connection to the outdoor customer. It has built a reputation of integrating technical features for consumers seeking performance-oriented garments, but with the style and comfort to cross over into everyday life. Royal Robbins’ collection of men’s and women’s products can be found in outdoor and specialty retail partners throughout the U.S. and abroad. To view their new Spring/Summer line, please visit www.royalrobbins.com

MEDIA CONTACT:
Christina Erb LoVullo
Verde Brand Communications
christina@verdepr.com
970.366.4579, 156

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