Icebug “upgrades” to OutDry
22/06/2012
“We spent some time evaluating how to upgrade our waterproofing and breathability technology for intense-activity footwear,” said David Ekelund, Icebug’s chief executive at the time of the announcement. “The concept of putting the water barrier as close to the shell and as far from the foot as possible is outstanding. It will bring an added value to users of our trail running and trail walking footwear.”
Icebug claims to be one of the fastest growing export companies in the Swedish sporting goods industry and is OutDry’s first footwear partner from Scandinavia.
OutDry uses three-dimensional laminating technology to adhere a waterproof, windproof and breathable membrane to the inside of the outermost layer of shoes. The technology permanently bonds to the shoe so that fit is unaffected by folds, seams or seam-sealing tape. The company, now part of the Columbia Sportswear group, says its system creates a more waterproof finished product, reduces wet weight and improves foot ventilation.
“We are extremely excited to announce this partnership with such an innovation-driven brand as Icebug,” said Luca Morlacchi, OutDry co-founder and chief executive, on announcing the development. “Icebug has established itself as a market leader for traction footwear, turning a niche into a segment, making it possible for people to stay active in the most slippery conditions. They’re already experts in coping with ice; adding OutDry extends this standard of performance to water in all forms.”
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