BOULDER, Colo., July 23, 2015 /PRNewswire/ -- Cocona Natural Technologies, maker of 37.5® microclimate comfort and performance technology, announced today a new partnership with Carhartt, America's premium work wear brand since 1889. The companies are collaborating on the Carhartt Force Extremes® collection, a new level of performance work wear that, for the average work wear consumer, dries faster than the wearer can sweat.
As part of the agreement, Carhartt will become Cocona's exclusive U.S. work wear partner and will infuse 37.5 technology into its entire Force Extremes® merchandising platform. By utilizing 37.5 technology, Carhartt Force Extremes® products will provide consumers optimal comfort by enabling them to maintain their ideal relative humidity and core temperature. Further, by adding 37.5 technology to Carhartt's existing Force® product line, which includes attributes such as anti-odor, FastDry® and Stain Breaker® technologies, the all-new Carhartt Force Extremes® collection can deliver an even higher level of performance that no other U.S. work wear brand offers.
"Ending the work day as strong as you started it perfectly describes the benefits behind our new Force Extremes line," said Alex Guerrero, general merchandising manager at Carhartt. "The collection will deliver hard-working people the comfort they need for a 12-hour plus work day and allow the wearer to maintain an ideal core body temperature, thus minimizing the strain from a hard day's work in the heat. This makes 37.5 technology the perfect solution for work wear."
The 37.5 technology is triggered by the wearer's body temperature to either warm itself or cool itself depending on the situation. The active particles permanently embedded in the yarn capture heat from the body's infrared energy to speed evaporation and cool itself if there is moisture vapor (sweat) present, or retain that heat to keep you warm when no moisture is present. In addition, 37.5 technology traps body odor and refreshes when washed and provides UVA and UVB protection.
"Our business strategy for 37.5 technology is predicated on providing key partners with a sustainable competitive advantage in their market place. That requires us to work only with category leaders in order to succeed. It is both exciting and a privilege to have formed an alliance with Carhartt, a brand I have long admired and worn since the wheat farming days of my youth," said Jeff Bowman, chief executive officer of Cocona / 37.5.
Available in spring 2016 at participating Carhartt retailers, Carhartt retail stores and Carhartt.com, the Carhartt Force Extremes® collection will include jackets, t-shirts, pants, shorts, under garments, accessories, footwear and more. For more information, visit www.carhartt.com.
About Carhartt, Inc.
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 5,100 employees worldwide, Carhartt is privately owned and managed by the descendants of the company's founder, Hamilton Carhartt.
About 37.5™ (www.thirtysevenfive.com)
37.5 technology was created by Cocona Inc., a world leader in active particle technologies currently used to enhance the technical performance of clothing, footwear and sleep systems. The Company is headquartered in Boulder, Colorado.
SOURCE Carhartt, Inc.