Ski and Mountain
Wool Performance Jacket

This product is specifically designed for the company Salewa for the Wool Performance Challenge. By enhancing activewear with new wool technology, companies like Salewa are transforming the market for mountain sport apparel.

About SALEWA

Our mission at SALEWA is that we connect with people who are inspired to revolutionize the future of mountain sports, challenge the status-quo, chase dreams, and push limits. Our headquarters are located in Bolzano, Italy, close to the Dolomites mountains because they are our heritage, inspiration and vision. We pride ourselves on our family-owned business and its ability to empower our employees and engineer high-functioning products. Sustainability is a major component when we are creating new products by locally sourcing materials, maintaining high animal welfare standards for feathers and down, and using bluesign® certified materials.

SALEWA Products

Our products range from mountain apparel and footwear to backpacks and other useful equipment such as water bottles, socks, and shoe laces. SALEWA apparel is made of high-performance textiles and the latest technologies to ensure comfort, safety, and and enjoyable experience. The technologies we have used to create high-performance materials are Responsive technologies, Tirol-Wool-Responsive, Gore-Tex, Powertex Cordura, Polarite Responsive, Gore®Windstopper®, Down, Polarite, Dryton, and Stormwall. Along with these we have products made from Alpine wool, wool, nylon, synthetic fabric, Durastretch, Dri-Release®, and many other materials. Many of our products stand out because we use natural tones with a splash of vibrancy typically on zippers to create unique design features. The price range at SALEWA is from $20 - $550, and typically outer coats are our higher priced category. For our high-quality merchandise we guarantee a 2-year warrantee, and all products can be registered to extend the warrantee up to 3 years.

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COMPETITORS

Products: Mountain Apparel, Footwear, Equipment, Backpacks, Sleeping-bags

Price Range: $10 - $350

Competition: Similar technologies, and has similar products, more options and categories, lower price range

Products: Mountain Apparel. Kids Apparel, Equipment, Tents

Price Range: $10 - $1600

Competition: More options and categories; Plus sizes and Kids, similar and other advanced technologies

Products: Mountain Apparel and Footwear, Bags, and Accessories

Price Range: $10 - $350

Competition: Similar Products, more options for apparel, low price range, fewer technologies than SALEWA

SWOT Analysis

The SWOT analysis for SALEWA’s new collection embraces new processes and innovations that use recycled wool to produce a durable, protective layer to combat the element on the mountain.

STRENGTHS

Wide variety of technologies used to elevate products and set them apart from competition.
Mountain-based company, family-owned
High-quality apparel, shoes, and equipment
Internationally inclusive

WEAKNESSES

Not as many categories or options for children or plus sizes compared to the competition
Higher prices than competition

OPPORTUNITIES

Broaden size range
Include Children’s apparel
Recycle old materials to create new products with wool
Using wool in new technologies to explore new

THREATS

Other companies implementing Re:Down
Market interest for wool declines
Production and recycling costs

NEW IDEAS

TECHNOLOGIES

We will combine sleek styles with new innovations using wool to ensure maximum performance and warmth. Our designs will inspire our target market to explore new and sustainable ways outdoor apparel can be used.

MATERIALS

Wool of many kinds will be sourced from local communities and all over the world to create materials like Re:Down and Techmerino. These materials are newer to the market, and open up many opportunities for new apparel.

PROCESSES

Maintaining safe dying processes and methods is something we want to maintain and use in future products. Also keeping animal treatment standards at a high level produces wool in an ethical manner.

INNOVATIONS

Sustainable innovation is important to our consumers, and some new ways of developing wool products include Re:Down, which will recycle wool from consumer waste to create insulation for new garments.

Trend Research

“Tierra’s Deterra jacket, which

is the world’s first 100%bio-

basedtechnicaljacketmade

from castor bean oil, Lavalan

wool, corozo nut buttonsand

Tencel thread.” -WGSN

Photograph by Clare Varga on WGSN

“Source RWS-certifiedand

traceable wools for extra warm, weather-adaptive qualities, with bio-based synthetics offering insulating mid-layers”-WGSN

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Photograph by Helen Palmer on WGSN

Photograph by Vollebak on WGSN

WGSN reports that Re:Down and

Tech merino are wool materials that are

transforming outdoor apparel. Wool is 100% biodegradable and can be just as effective if not more so than classic mountain apparel. Wool trends are becoming more apparent as companies are producing new wool based technologies.

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INSPIRATION

The inspiration for our new high-tech jacket is the colors and movement of nature. The unexpected pop of colors will illuminate the intricate lines that will resemble organic lines of nature. Our sleek design will promote maximum performance for mountain activities while maintaining new wool innovations.

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Concept Story

Purpose Statement

The Autumn-Winter 2022 collection is inspired by organic colors and textures created by natural landscapes. This season is about getting back into nature after a long pandemic, and achieving adventurous goals. The sleek designs will feature natural colors of earth and water, while introducing new colors that represent the future. By using sustainable innovation such as Re:Down, Smartwool, and Morito snap tapey for removable sleeves, SALEWA will introduce this new process of recycling old apparel made from wool into a lasting, bio-degradable product that can transform into a vest.

The purpose of this product is to provide warmth, comfort and sustainable outerwear that is using innovation of Re:Down and

Smartwool, while resembling organic colors in nature.

Product Idea

This is a design made to be a middle or a top layer that is water repellent, packable, warm and wind resistant. The design is built to preserve warmth through the middle section of the body, and challenge the other elements in nature. The sleeves can also be removed due to Morito rail tapey snaps. This unisex design is made from Smartwool, and the sleeves and shoulders of the jacket will be made from 90% Merino wool and 10% Chitosan for a soft, warm fabric to compliment the wool insulated body. The lining of the design and body shell is made from StormRepel, which is the longest-lasting moisture repelling finish. SALEWA will use these new technologies in wool and weather repellent fibers to create an advanced design nobody has seen yet.

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This glacier and natural toned color way is perfect forwinter because it resembles ice and trees in the mountains. The two-toned body makes this item perfect for pairing, and is great for camouflage.

The color way inspiration for this design was inspired by the changing of leaves in fall. The burnt orange inspires change and activeness, while the colors mix to reflect rich natural tones that appear in nature.

The pink color in this design represents the warmth, while the A. I. Aqua and ice color represent the chilling cold. This contrasting piece is the perfect combination to promote getting back outdoors.

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Survey Data Analysis

Key Information:

Majority purchase outdoor apparel from Eddie Bauer, Patagonia, and North Face.

88.2% female

62.3% work in retail

94.1% engage in mountain activities on a regular basis

41.2% between age 18-29, 41.2% between age 51-60

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When asked if anyone has ever purchased an item of clothing that uses wool technology, the responses included:

Smart wool Merino socks

Smart wool and spandex socks

Ski base layer socks

Coat with wool insulation

Water resistent wool gloves

Merino and spandex leggings

Survey Data

Question: Are there any brands you are interested in buying outdoor apparel from because of their new technologies? If so please explain.

Answer: Not sure about a brand but I really want to find a merino wool denim jacket. It's supposed to use wool to enhance the warmth of denim without adding bulk to the fabric. When wet, wool denim fabric feels drier on the skin and more comfortable than 100% cotton. That would be a perfect layer for unpredictable CO weather!

(Leslie, 38 years old, Colorado Springs)

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Process to Develop Idea into Product

A new innovation by Morito is the Tapey Snapper. Tapey Snappers come in many different styles and patterns to create a closure that is secure, and could replace regular snaps. The style of this closure is perfect for the Re:Wool mid-layer jacket because the removable sleeves will need a flat, secure snap that can be easily sewn into the fabric. By using a block tapey, the design will be convertible from a jacket to a vest, and this style is better than snaps or velcro because there is no damage caused to the fabric by scratching or pinching. Including this in the jacket, customers will be able to adjust the fit because the snappers can fit into adjacent snaps. Morito is revolutionizing closures for fabrics and apparel because of its innovative design and endless abilities (Morito, 2021).

This product is inspired by innovation, and it utilizes new wool proccesses such as Re:Wool, Morito snap tapey for removable sleeves, and Merino wool in general for warmth, durability, and breathability.

Merino wool is known for its special properties, and a new innovation of wool that is perfect for mid-layer jackets is Re:Wool and Re:Down. Re:Wool is an insulation made by Everlane, and it is produced by recycling old wool textiles from landfills, and repurposing them into new fibers. Re:Down is the same but with a blend of wool, feather, and down. Re:Wool is perfect for the SALEWA mid-layer because the insulation could be made from Re:Wool and/or Re:Down. This sustainable alternative could reduce the apparel garment footprint, and will also kepp the wearer warm and dry during the winter season (WelcomeObjects, 2019).By insulating the chest and back in the jacket, there will be controlled internal temperatures, breathability, and comfort. Another property that makes this perfect for mid-layers is the odor-cancelling aspect. This makes hiking in a mid-layer a more enjoyable and comforatble experience. (Altititude Sports Editorial Team, 2020).

Another option for insulation is Smartwool. Smartwool is the remainents of wool that fall on the floor in the factories and is shredded and blended with polyester. It is one of the newest, underrated sustainable insulations on the market right now. By using this in the mid-layer jacket, the properties of Merino wool are utilized in a way that, "Maximizes the benefits of its merino wool puffy insulation by sandwiching it between a merino liner and a breathable, DWR-coated nylon face material," (Siler, 2018).

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Altitude Sports Editorial Team. (2020, September 1). Fleece VS Down VS Merino Wool; The Ultimate Mid-Layer Face-Off [Review]. Retrieved fromhttps://altitude-blog.com/en/fleece-down-merino-midlayers/

Welcome Objects. (2019, November 19). How Everlane's Re:Wool & Re:Down Coats Fit on a Petite [Review].Retrieved fromhttps://welcomeobjects.com/2019/11/19/everlane-rewool-redown-coats-petite/

Morito. (2021). Tapey Snapper [Website]. Retrieved fromhttp://www.morito.co.jp/product/en/images/03_Tapey_Snapper.pdf

Siler, W. (2018, November 3). Why Your Next Puffy Jacket Should Be Made from Merino [Magazine]. Retrieved fromhttps://www.outsideonline.com/2369131/why-your-next-puffy-jacket-should-be-made-merino

Process to Develop Idea into Product

Morito tapey snappers will be used along the arm holes to create a a removable sleeve that can turn the jacket into a vest.

The placement for the logos include the SALEWA logo on the right side of the bodice, third section down, and 1.5 inches from the armhole seam.

The pocketshave insulationbuilt into theback and front of the pocket, but do not include the style line.

The insulation will be made of Smartwool and is finished with StormRepel.

The sleeves are not insulated, but they are made from 90% Merino wool and 10% Chitosan, which provides warmth, water-repellent and is soft to the touch.

Why Merino?

Merino wool is a natural fiber that is prefered for mid layer jackets because it is antimicrobial, soft to the touch (not itchy), durable, breathable, has quick drying time, provides odor-control, and is suitable for lengthy mountain activities. Merino is the right choice for the SALEWA mid-layer jacket because the insulation can be made of a Merino blend, and the sleeves can be made of Merino laced with knitted polyester. By knitting fabrics with Merino, fabrics can maintain their thinness while providing warmth. For the insulation, Re:Wool or Smartwool is a sustainable option that enhances the natural properties that come with Merino wool. Merino is being transformed by all of the new fiber innovations that are being creted with it, and the market for mid-layers is beginning to thrive because of the recognition Merino wool is finally getting.