INVISTA’s CORDURA brand is launching its “Don’t Be This Guy” campaign at Outdoor Retailer Winter 2014 Market in Salt Lake City, Utah, which started today. The campaign demonstrates why CORDURA fabric is crucial for manufacturing long-lasting, durable products in industries ranging from outdoor to workwear, military and travel. A full range of fabric technologies will be on display in a dedicated fabric library and also with the seven authorized mills that will participate in the CORDURA brand booth (#39215), along with numerous other authorized mills that will exhibit new CORDURA fabric innovations for outdoor and on-the-go applications throughout the show.
“CORDURA fabrics go through critical lab tests in the development stage, including abrasion resistance, tear resistance and tensile strength, all of which support our brand’s commitment to developing next generation ‘Durable Fabrics for Durable People,” said Cindy McNaull, global CORDURA brand and marketing director. “Our new ‘Don’t Be This Guy’ video series campaign captures a lighthearted look at what happens to fabrics outside of the lab, when fabrics are subjected to real world abuse, and demonstrates why choosing CORDURA fabrics is essential when durability counts.”
At the show, the CORDURA brand will also name its first Durable Design Achievement award recognizing a company or person’s commitment to crafting high performance products that utilize CORDURA fabric in the product design. A winner will be announced Tuesday evening, and the recipient will receive signage recognition for display in their booth.
“The longevity of the CORDURA brand in the outdoor industry has afforded us many opportunities to work with innovative and accomplished companies and product developers,” said McNaull. “What a perfect time to award our first CORDURA Durable Design Achievement award during Winter Outdoor Retailer.
Cutting-edge spring/summer 2014 products from leading manufacturers will also be on display in the booth, showcasing the adoptions of high-performance CORDURA brand textiles, a staple of outdoor brands for decades. From Eddie Bauer’s new Sport Shop Fly Fishing Line and updated First Ascent series to the innovative Black Diamond Halo 28 JetForce Avalanche Airbag, and Topo Designs trendy Klettersack pack, these products demonstrate the extensive industry leader use of CORDURA fabric.