Helly Hansen’s Ask Winter Coat Collection

Technologically advanced outerwear with crisp Nordic style

As far as high-performance heritage brands go, very few carry the history of Helly Hansen, who’ve been snatching up consumers and awards for their technological advancements since 1877. For their latest line of men’s winter coats, the Ask Collection, the brand references the deeper history of Norse mythology—Ask was the first man on earth, born of Odin’s breath upon a log on the seashore. All …

The North Face Reboots Their High Performance Summit Series

Innovation returns to the outdoor apparel and equipment maker with an impressive six layer mountaineering system

In 2000, the R&D department of high performance outdoor brand The North Face launched their first ever Summit Series—pinnacle products engineered for extreme adventurers. Over time, the collection expanded and shifted; some might even say it became diluted. Then, one year ago, it was put on hiatus. Today the line is relaunched with a concentrated focus on technology and materials for a Summit Series focused …

Sugoi’s Waterproof and Reflective Zap Fabric

The performance apparel brand's collection for riding and running in grisly conditions

Like so many successful companies, SUGOI was born from necessity. The brand was founded by David Hollands and Carol Prantner—Hollands was an endurance athlete trying to find better bike shorts, while Prantner worked in the fashion industry. Hollands’ search sent him to Japan to look for the highest performing, most “awesome” fabrics—the adjective translates to “sugoi” in Japanese. His search soon became well-known and merchants …