CORDURA® Brand and Loyal Brand Customers Walk Down Memory Lane with “Decades of Durability” Campaign
45 years of CORDURA® fabric innovations and technologies of tomorrow showcased at Outdoor Retailer Summer 2012 Market
INVISTA’s CORDURA® brand is marking its extensive history of providing durable fabric solutions through a timeline recognizing technologies, brand customer adoptions and key products over time—from a 43-year-old Kelty hiking pack to the award-winning Sea to Summit Ultra-Sil Dry Sack introduced in 2006. The timeline will debut at the Summer Outdoor Retailer Show in Salt Lake City in August and will be accompanied by an exhibition of archival products and lifestyle photos from brand customers such as Kletterwerks, Osprey, Granite Gear, Eagle Creek, Eddie Bauer, CamelBak, Manhattan Portage, Gregory, JanSport and others.
“In celebrating ‘Decades of Durability’, we’re recognizing our trusted brand customers that have been using our fabrics for years—sometimes decades, and we’re showcasing now-classic along with contemporary pieces from their collections,” said Cindy McNaull, global CORDURA® brand marketing director. “Developing new fabric innovations also keeps our brand moving forward year after year into an ever-widening sphere of end-uses—from the introduction of cutting-edge CORDURA® fabric technologies to our adoptions into performance gear and most recently comfortably durable apparel.”
Select highlights in the brand’s history include:
- 2012: Full-dull CORDURA® Naturalle™ Fabric Recognized by the FabricLink Network as one of the “Top 10 Textile Innovations of the Year”
- 2011: Comfortably Durable CORDURA® Duck (Canvas) fabrics launched for Outdoor, Ready-to-Wear and Workwear markets
- 2010: INVISTA launches CORDURA® Denim fabric for Outdoor, Ready-to-Wear and Workwear markets
- 2009: JanSport adopts CORDURA® fabrics for Right Pack and Heritage Collections
- 2009: Camelbak and CORDURA® fabric help lighten the load for today’s soldiers
- 2007: Granite Gear Nimbus Meridian featuring CORDURA® Lite fabric Wins Outside Magazine “Gear of the Year Award”
- 2006: Sea to Summit’s “Ultra Sil Dry Sack” featuring CORDURA® UltraLite fabric wins Backpacker Magazine Editor’s Choice Award.
- 2003: INVISTA introduces CORDURA® HP (High Performance) polyester fabrics to further expand fabric design capabilities for bags, packs and luggage.
- 2002: INVISTA launches CORDURA® UltraLite fabric using family of lightweight, high tenacity yarns.
- 1982: CORDURA® Classic fabric forms bedrock of durability for Manhattan Portage messenger bags
- 1978: JanSport and Eastpak adopt CORDURA® fabric for their line of daypacks.
- 1976: CORDURA® brand fabrics adopted by Eddie Bauer.
- 1974: Osprey adopts 500D CORDURA® fabric for high performance pack lines.
- 1973: As one of the first new designs since the 1950s, Kelty releases the Serac backpack made complete with CORDURA® nylon fabric.
The timeline will have a permanent home on the CORDURA® brand website, where users can browse by decade to see highlighted dates—from years that brand customers adopted CORDURA® fabric to the release of new fabric technologies and marketing campaigns in the CORDURA® brand pipeline.
To learn more about CORDURA® brand fabrics, visit www.CORDURA.com or visit the CORDURA® brand booth #39213 at Outdoor Summer Market in Salt Lake City, Utah, Aug. 2-5, 2012.
About CORDURA® brand
INVISTA’s CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable Fabrics™. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world’s leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word “CORDURA®” must be spelled out in all caps in and used with an ®, and it must be followed by the word “brand” or “fabric.”
To learn more about INVISTA’s CORDURA® brand, end-use products, and marketing tools please visit www.CORDURA.com and follow on Facebook http://facebook.com/CORDURABrand, Twitter http://twitter.com/CORDURAbrand and YouTube http://youtube.com/CORDURAbrand.
Howard, Merrell & Partners