February 2009
Sugoi provides function & fashion needed to bring out your personal best during the fall season, the Fall 09 Collection features technically advanced fabrications and designs which promise moisture acquisition, insulation and protection plus, be it on the bike or on the run.
The Sugoi Fall 09 Collection truly services athletes’ needs of moving excess heat and moisture away from the body and balancing the core temperature, optimizing the wearer’s performance; hence why Sugoi has created the Sugoi Comfort System (SGS) to help customers easily identify the garment that is built for their individual requirements.
The Sugoi Comfort System covers four key areas for the wearer: Moisture Acquisition, Insulation, Protection, and Protection + The Sugoi Firewall 220 with its tri-layered windproof and waterproof fabrications is a great example of the Protection + category whilst Sugoi's Gobi fabrications provide breathability and are an excellent example of Moisture Acquisition.
The Sugoi Comfort System iconography and detailed information will be seen on garment hang-tags and Sugoi.com. Heritage product: The inspiration behind Sugoi's Fall 09 Collection is the history of cycling; in 1890 cycling was banned in England and a group of rebel men came together to continue the tradition, wearing their traditional pinstripes and checks to cover the activity.
Pinstripes, checks, and graphics similar to family crowns are dominant in the collection; the colour pallet compliments the patterns with warm, neutral tones such as blacks, chocolates and an interesting reflective-black.
In Japanese Sugoi stands for incredible, and the incredible new addition to the Fall 09 Collection is FinoCarbon.
A uniquely blended fabric which offers high-performance mechanical stretch and moisture management coupled with a super-soft hand and light brushing on both sides.
The innovative fabric provides anti-bacterial and anti-odour properties to the Sugoi garments. For Fall 09 it is a favorite for base layer items.
It is widely recognized throughout the apparel industry that there is a vastly growing segment of LOHAS consumers (Lifestyle Of Health And Sustainability); the H.O.V Collection addresses the needs of this target market and allows people across the globe to feel functional and fashionable, commuting to work on bike, or via the walking path rather than taking the car.
Sugoi is not only working on becoming a greener company but on providing products that encourage urban mobility and a greener environment.
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