Super.natural, a global performance and wool apparel brand, 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 in Salt Lake City, Utah January 22 – 25, 2014.
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.”
Super.natural’s parent company, Shanghai Challenge Textile Co., Ltd. (SCT), is a certified system partner with bluesign.
“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.”