Prana and Dickies both pair with HeiQ for Outdoor Retailer Summer Market

Two American apparel brands have just announced their partnership with Swiss textile innovator HeiQ. The company just added both workwear label Dickies and activewear brand Prana to its portfolio.

With over 150 brand partners, the two new brands help extend HeiQ’s overall extensive list of labels. The two both partnered with the technologically-driven company in order to expand their brands with new, edgy apparel. As a widely known performance workwear brand, Dickies has worked with HeiQ and launched its HeiQ Smart Temp empowered Cooling Tees at this year’s Outdoor Retailer Summer Market. "We're always mining for ways to keep workers comfortable while also integrating technologies that keep pushing us forward," said Brian Sheedy, the senior vice president of merchandising and design at Williamson-Dickie Mfg. Co. "We were drawn to HeiQ's technology that actually responds to the body's temperature changes by regulating moisture wicking, evaporation and cooling just like skin does naturally. Pairing that with the reliability of a Dickies work tee we've created a solution that's resulted in our Dickies Temp-iQ Advanced Cooling Tees."

Prana also showcased its activewear the show, which took place in Salt Lake City from July 26-29. Prana launched its Perfomance Collection with HeiQ Fresh Tech for long-lasting odor control. "We want to make sure that our consumers can go from doing something active straight to dinner easily in the same garments," prAna's Product Developer Ellen Johnson said. "Polyester normally retains odors, which makes the versatility of garments made with this fiber very difficult. We have been looking for a sustainable anti-odor treatment option and are very excited about HeiQ because it is the first anti-odor chemical we found that is actually bluesign approved. This makes it a no-brainer for us to use in our garments."

Both benefit from HeiQ’s marketing communication support as well as from the company’s advancement in technology. In adding these new hi-tech elements to their apparel, both brands are aiming to improve overall wear and satisfaction with their customers.