VOORMI® and Fishpond® Team up for Unique Cross-Industry Collaboration Project
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Pagosa Springs, CO (July 22, 2014) — VOORMI®, an innovator of domestically sourced Precision Blended Wool, today announced a unique apparel based collaboration project with fellow Colorado company Fishpond®. The pair will team up over the coming months to launch a series of styles built upon VOORMI’s award winning thermal mid-layers, with specific focus on the challenges of remote access, high alpine fly-fishing.
“For anybody who’s ever lived in a small mountain town, the idea of hanging up the skis in April to follow the river is a very natural thing.” Notes Dan English, VOORMI’s CEO. “This project is not only exciting for us in terms of following that natural migration, but also in terms of laying the infrastructure for future collaborations down the road. VOORMI CO-LAB, we believe, is a completely different way to think about building best in class products outside of our core markets. We’re extremely excited to see where that can go.”
The project, to be launched under the newly established VOORMI CO-LAB™ label, represents not only an expanded distribution network for the upstart Colorado brand, but also a completely different approach to developing innovative products outside of their core winter offering — not through the traditional paths of generic brand extension, but rather through the authentic virtues and values of cross-company/cross-market collaboration.
“Like every other aspect of life, the places most worth going are often the hardest to get to,” notes Fishpond founder John Le Coq. “For over 15 years we’ve been building gear to help people reach some of the best and most pristine waters on earth. When it came time to think about apparel fit for that mission, it only made sense to team up with a partner who not only inherently understands the challenges of remote access, but also happens to be the newest and most cutting edge company out there today in the world of apparel and fabric technology.”
About VOORMI®
Headquartered in Southwest Colorado, VOORMI’s primary mission is to simplify and streamline performance apparel and outerwear for backcountry travel. VOORMI presents precision blends of domestically sourced fine-micron wool, used in strategic combination with high performance synthetic fibers to push the boundaries of technical clothing and wool fabrics. Made here in the United States, the Fall 2014 VOORMI® product collection features distinctive base and mid-layers engineered to meet the demands of High-Elevation mountain pursuits and backcountry adventure. Please visit VOORMI.com for more information.
About fishpond:
Fishpond is a worldwide brand of products designed and manufactured for fishing and outdoor enthusiasts. Fishpond was created with the philosophy that innovation, design and a responsibility towards the environment from which we draw our inspiration is critical to our success. For more information, visit www.fishpondusa.com. Connect with us via Facebook.
Media Contact:
Chris Dickey
Purple Orange Brand Communications
307.413.8667
chris.dickey@purpleorangepr.com
