The Story
lüft means 'air' in Norwegian, Swedish, Dutch, and German. We aim to make highly technical (waterproof/breathable) jackets that actually look good (taller fit/modern designs).
The Problem
Highly technical (waterproof/breathable) fabrics (like gore-tex) use an E-PTFE membrane that is great at repelling water while allowing sweat (in the form of water vapor) to pass through the fabric. These fabrics have traditionally been VERY expensive due to the manufacturers' corner on the market. These membranes are extremely over-priced and the manufacturers that use these membranes tend to design their clothing with an older, more affluent customer in mind. The clothing they are manufacturing is too expensive, and too short. A short jacket exposes your body to harsh elements any time you jump or drop off of anything.
There is no reason that these E-PTFE membranes need to be this expensive, and there is no reason for outerwear to continue to look so outdated. We are here to change things.
If you own any jacket that cost less than $400, it is probably made with a TPU membrane rather than an E-PTFE membrane. A TPU membrane is neither waterproof nor breathable enough for long days in the snow. These cheaper products are generally targeted at younger customers and feature a longer and baggier fit.
The Solution
lüft has designed a soft-shell jacket that uses an E-PTFE membrane and achieves high waterproof and breathability ratings while maintaining a soft touch, stretchy feel, and longer cut. This jacket features a durable polyester/spandex outer shell. It has a pullover design with diagonal YKK aquaguard zippers that keep your chin from getting chaffed. Underneath each arm are two ventilation zippers which allow for enhanced breathability. Similarly spec'd soft-shell jackets are currently selling for over $300. We are currently selling this jacket for $199.
lüft is also working on designing a hard-shell jacket. That jacket will feature a 20K waterproof and 20,000gsm breathability rating, similar to some $500 jackets on the market today, but with a longer cut and lower price. The design of this jacket is not yet complete, but we plan to make it available before next winter.
lüft means 'air' in Norwegian, Swedish, Dutch, and German. We aim to make highly technical (waterproof/breathable) jackets that actually look good (taller fit/modern designs).
The Problem
Highly technical (waterproof/breathable) fabrics (like gore-tex) use an E-PTFE membrane that is great at repelling water while allowing sweat (in the form of water vapor) to pass through the fabric. These fabrics have traditionally been VERY expensive due to the manufacturers' corner on the market. These membranes are extremely over-priced and the manufacturers that use these membranes tend to design their clothing with an older, more affluent customer in mind. The clothing they are manufacturing is too expensive, and too short. A short jacket exposes your body to harsh elements any time you jump or drop off of anything.
There is no reason that these E-PTFE membranes need to be this expensive, and there is no reason for outerwear to continue to look so outdated. We are here to change things.
If you own any jacket that cost less than $400, it is probably made with a TPU membrane rather than an E-PTFE membrane. A TPU membrane is neither waterproof nor breathable enough for long days in the snow. These cheaper products are generally targeted at younger customers and feature a longer and baggier fit.
The Solution
lüft has designed a soft-shell jacket that uses an E-PTFE membrane and achieves high waterproof and breathability ratings while maintaining a soft touch, stretchy feel, and longer cut. This jacket features a durable polyester/spandex outer shell. It has a pullover design with diagonal YKK aquaguard zippers that keep your chin from getting chaffed. Underneath each arm are two ventilation zippers which allow for enhanced breathability. Similarly spec'd soft-shell jackets are currently selling for over $300. We are currently selling this jacket for $199.
lüft is also working on designing a hard-shell jacket. That jacket will feature a 20K waterproof and 20,000gsm breathability rating, similar to some $500 jackets on the market today, but with a longer cut and lower price. The design of this jacket is not yet complete, but we plan to make it available before next winter.
