Below is a copy of this article found on Transworld Business
SALT LAKE CITY, UT (April 24, 2013) – lüft (German, Norwegian, Swedish and Danish for air) gear announced today that it has partnered with RocketHub, an international crowdfunding platform, to openaccess to funding from athletes and consumers to help it create a new line of outerwear. lüft aims to bring together stylish and technical fabrics, to create highly waterproof and breathable clothing that athletes actually want to wear. RocketHub (similar to Kickstarter, Indiegogo, etc.) makes it easy to contribute to the project in just a few minutes. lüft is offering awesome perks ranging from as little as $10 to $1,000; all contributions will make it possible to reach the company’s set goal of $12,000. The clothing line is designed by athletes for athletes who aim to spend as much time as possible in the air.
Co-founder Lindsay Christensen and her team noticed a clear gap between good-looking outerwear, and very technical highly waterproof/breathable outerwear. “We aim to fill that gap,” said Christensen of lüft’s new line. Highly technical fabrics typically use an E-PTFE membrane that repels water while allowing sweat (in the form of water vapor) to pass through the fabric. However, very few companies have traditionally made these membranes. Due to that corner on the market, these membranes have traditionally been very expensive. Additionally, the manufacturers that use these fabrics often design their clothing with an older, more affluent customer in mind.
“The clothing they are manufacturing is too expensive, and too short and slim fitting. A short jacket exposes your body to harsh elements any time you jump or drop off of anything,” said Christensen.
Less expensive outerwear, on the other hand, generally uses a TPU membrane instead of an E-PTFE membrane. A TPU membrane is neither waterproof nor breathable enough for long days on the mountain. These cheaper products are generally targeted at younger customers and feature a baggier and sometimes taller fit.
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 taller fit. This jacket features a durable polyester/spandex outer shell. It has a pullover design with diagonal reverse-coil 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. lüft’s softshell jacket will retail for close to $200. As part of the RocketHub campaign, consumers can have one early by contributing $90-$100 to the campaign right now.
lüft also plans to produce 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. This jacket will be available before next winter.
lüft has also designed a pair of board shorts. These polyester/spandex board shorts are lightweight, feature a 4-way 10% stretch, and have no Velcro on the fly (don’t worry, the silicone laces will keep the drawstring tight.) Similarly spec’d board shorts sell on the market for upwards of $75. lüft plans to sell its boardshorts for $59 and, as part of the RocketHub campaign, consumers can have a pair now (just in time for summer) by contributing $35-$40 to the campaign today.
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