PrimaLoft to show new material at Outdoor Retailer Snow Show

PrimaLoft announced the first adopters of its newest sustainable fabric today. The fiber firm's latest innovation, PrimaLoft Bio is made entirely from recycled, biodegradable sources. L.L. Bean, Houdini, Helly Hansen, Norrøna and Vaude are amongst the first to integrate the material into their collections.

“We’ve collaborated with a community of brands that share our common sustainability values and goals," PrimaLoft's president and CEO Mike Joyce told WWD. "It is a privilege to introduce PrimaLoft Bio with these respected companies — all of whom provided invaluable insight and feedback on this technology."

The fabric's technology allows it a faster bio-degradation process due to naturally occurring microbes that are attracted to the material. Despite this, PrimaLoft Bio is completely durable through its life cycle as a garment and will only degrade in landfill or bodies of water.

PrimaLoft Bio will first be seen in retail collections available in fall 2020, however concept styles will be shown at the Outdoor Retailer Snow Show in Denver, Colorado from January 30 through February 1.