Outdoor Retailer Summer Market 2013 Preview: Lifestyle apparel

See how the latest fashions hide their technical innards.
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Leading up to Outdoor Retailer Summer Market, SNEWS is previewing new trends and products you’ll see at the trade show in Salt Lake City, July 30-Aug. 3. Today, we take a peek at lifestyle apparel. You can access all these articles and more in our digital edition of the O.R. Daily Day 0.

This SNEWS Outdoor Retailer Summer Market preview is brought to you by Cordura.

This SNEWS Outdoor Retailer Summer Market preview is brought to you by Cordura.

Outdoor enthusiasts don’t have to sport flannel shirts and cargo pants any more — these days, they can embrace urban style without sacrificing functionality.

As the outdoor lifestyle category expands and evolves, some brands are ditching the backwoods look for spring 2014, focusing on fashionable styles for both men and women that offer hidden performance benefits.

“Garments not only need to work and be durable, but they should feel good to touch and wear,” said Mark Galbraith, general manager at Nau. “We have worked to tune up technical performance while maintaining a soft, casual look and feel … We often refer to this trend as ‘stealth tech.’”

Female consumers can embrace their femininity while working in an office or working out. Skirts designed for hiking remain hot for the upcoming year. And companies continue to offer flattering dress designs with high-performing fabrics that allow women to look beautiful without sacrificing comfort.

Men aren’t ignored on the fashion side of things. Aventura, which had been a women’s-only brand, is launching a brother brand called Ecothos for 2014.

“Ecoths is urban rugged,” said Tom Williamson, vice president of sales and marketing for Aventura. “We’re really taking some urban fashion element and combining it with the rugged outdoor influence.”

Similar to its sister brand, Ecothos apparel is made with eco fabrics and has a goodwill story — for every garment sold, funds to buy three meals are donated to food banks across the country.

>>Outdoor Research’s Flyway Dress and Flyway Shirt (MSRP N/A) have fashion and performance written all over their driRelease fabric (85 percent polyester, 15 percent cotton), which breathes, dries quickly and wicks away sweat. The lightweight dress has a built-in shelf bra and adjustable shoulder straps. Criss-cross straps and a V-neck give it that added touch of femininity.

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>>Isis’ Moda Skirt (MSRP $75) is buttery soft to the touch with its Gypsee fabric (94 percent Modal, 6 percent elastane). Its wide, fold-over waistband offers added comfort for women and the flowy style with a graphic print detail will make your customers want to twirl around like they did as little girls.

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>>Nau offers “stealth tech” items in its Chrysalis dress, made with the brand’s signature Lightbeam fabric, and the men’s and women’s Atelier Jacket, which features a three-layer water-resistant soft shell fabrication and a blazer-inspired silhouette. Nau pays particular attention to fit, silhouette and draping.

>>Stonewear Designs has two dress offerings: the Ladderback and Lyra (MSRPs $84), both made with Dryflex Lite, which is 92 percent micropoly and 8 percent Lycra. The Dryflex Lite is quick-drying, odor-resistant and breathable, which is perfect for the spring and summer seasons.

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>>Aventura brings a higher hemline than before (a 5.5” inseam) in the Mayson Skirt (MSRP $62) and the Tyra Skirt (MSRP $67), the latter which has a tie-dye design and is made of 52 percent organic cotton and 48 percent modal to give it a super-soft hand.

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>> While Sierra Designs is abandoning lifestyle apparel as part of its 2014 remake, its DriCanvas Trek Skirt (MSRP N/A) easily can be paired with some hiking boots for a day hike or some sexy boots for date night. On the men’s side, the brand brings some technical pieces that can translate to the office with its Pack Polo (MSRP N/A), in both short and long sleeves.

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>> The new men’s line Ecoths brings several urban-inspired pieces, like its Oakridge Shirt (MSRP $67), which has plaid, Western-styled pockets and color ribbon tapes that run along the front pocket. The Humboldt Short (MSRP $67) features a stretch organic cotton and spandex blend that includes a cell phone pocket on the side panel.

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>>Krimson Klover updates its top-selling Lori Dress (MSRP $118) by taking off the ribbing and making it simple, versatile and unfussy. The piece is half cotton and half Tencil and can be dressed up for work or dressed down for running. Other dresses include the space-dye Julie Dress (MSRP $118).

These are just a few of the new products to debut at the show. Be sure to check out many more new products and trends in the O.R. Daily, Days 1-4, published live at the show, and available digital format each following day of print on SNEWS.

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