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Woodland launches S/S 'Wet Wick Collection'
Mar '13
Sweltering heat, long days, sunstrokes, dehydration and everything you hate about summer are back with a vengeance. But fret not! Bring out the sun block, sip on loads of liquids and most importantly, gear up to beat the heat in the best of Summer Fashion, as Woodland - the leading outdoor adventure wear brand launches its innovative ‘Woodland Wet Wick Collection’ as part of its Spring Summer Collection 2013.

The ‘Woodland Wet Wick Collection’ will be a stand out in the market because of its number of unique properties that include its capacity to control odor. Outdoor physical activities lead to perspiration due to increase in body temperature. This moisture becomes a source of fungal growth, causing discoloration and uncomfortable clothing.

The ‘Woodland Wet Wick Collection’ is made up of high-tech continuous filament yarn that helps to pull out sweat into a larger space. This structure even enables the air to pass easily to make the fabric more breathable. These yarns have a special cross-section with larger surface area that pick up moisture and carry it away from your skin, spreading it out, to evaporate easily on the outside of the fabric. So you stay cool and dry! In ideal conditions, cotton will absorb 7-10% of its weight in water while this special yarn absorb only 0.4-1.0%.

The ‘Woodland Wet Wick Collection’ comprises of T-shirts, Shorts and Cargo Pants in colors and silhouettes in several designs. The new collection is designed keeping in mind requirements of passionate rock climbers, hikers, campers and general outdoorsy people.

Speaking on the launch occasion, Harkirat Singh, Managing Director, Woodland said, “Hot weather and heat are incredibly challenging conditions for anyone participating in outdoor activities, and the ‘Woodland Wet Wick Collection’ changes that by enabling outdoor adventurers to enjoy more comfortably in such extreme conditions. Woodland ambassadors already had the opportunity to test the collection in extreme heat situations. Woodland’s research and innovation division has always been developing new, revolutionary consumer solutions for the truly adventurous”.

The primary highlight of the ‘Woodland Wet Wick Collection’ is to make this cooling technology available to its consumers, giving them comfort by avoiding the unpleasant sensations of humidity. Customers will not only be able to purchase this technology in apparel, but also in various accessories used during outdoor adventure.

The collection is available at all Woodland retail stores across India.


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