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The North Face Launch FUTURELIGHT, an Advanced Breathable & Waterproof Outerwear Technology

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The North Face aims to advance outwear technology with FUTURELIGHT, a new breathable waterproof material revolutionizing the future of technical fabrics.

Using the process of nanospinning, the brand has been allowed to add air permeability into the membrane of a fabric by creating Nano-sized holes. These holes allow air to move through the material and provide more venting efficiently while still maintaining total waterproofness.

“Right now, the expectation from a waterproof product is something loud, crunchy, muggy and unpackable. With FUTURELIGHT we can theoretically use the technology to make anything breathable, waterproof and for the first time, comfortable,” Global General Manager of Mountain Sports at The North Face Scott Mellin states in the press release. “Imagine a waterproof t-shirt, sweater or even denim that you actually want to wear. Today we start with jackets, tents and gloves, but the possibilities could be endless.”

Thanks to the FUTURELIGHT technology, The North Face is also setting a new standard in sustainability. These advances have allowed the brand to responsibly create three-layer garments through use of recycled fabrics and production that cuts chemical consumption, all while being produced in a cleaner, solar-powered factory.

The FUTURELIGHT technology will be implemented across The North Face’s most pinnacle products including the Summit Series, Steep Series and Flight Series collections in Fall 2019.

In other news, C2H4’s FW19 collection includes a futuristic Nike Air Force 1.

New York based writer that pops flavor and drips sauce.

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PUMA Unveils Game-Changing Fit Intelligence Technology

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PUMA today announced its latest footwear technology. Dubbed Fit Intelligence (Fi), it is the successor to AutoDisc, which launched just two years prior.

According to the German sportswear giant Fi “is designed to automate, fine tune, and adjust performance fit for PUMA footwear.”

With Nike building on its auto-lacing technology with the Adapt BB and adidas forging ahead with its accelerated footwear production at its SPEEDFACTORY locations, PUMA looks to bring its own, game-changing technology to market.

The first Fi footwear to launch is a running shoe that employs a micromotor that powers a cable lacing system. Simply gesturing up or down on the forefoot Fi module tightens or loosens the lacing system. Additionally, it comes with a smart sensing capability that adapts to the shape of the foot of each wearer.

Using an app, sneakerheads can monitor, adjust, and fine tune their Fi-equipped footwear.

“We have created a product that speaks to the future of sport which is life in motion. It’s fast and changing all the time,” said Charles Johnson, PUMA’s Global Director of Innovation.

Fi is the latest step in PUMA’s continued attempt to push the boundaries of performance and lifestyle product. In 1968 PUMA debuted the first laceless sports shoe with Velcro™ straps and followed that up in 1991 with the first cable closure, seen on the PUMA Disc.