alphabroder Re-Launches North End Brand
alphabroder (PPAI 156993, S16) has announced the relaunch of its North End brand in both the U.S. and Canadian markets. The move follows the Trevose, Pennsylvania-based supplier’s recent addition of Puma Sport and Puma Golf to its U.S. and Canadian lines.
The launch introduces three new technologies across 16 styles enhancing the North End identity around a modern, technology-driven brand that’s rooted in fashion. The new technologies include UTK SubDown, a synthetic down-alternative insulation fiber as warm as down; UTK CeramiTech, a state-of-the-art thermal regulating technology offering lightweight warmth; and UTK Hydropel, the company’s proprietary water-repellent technology. These three new technologies join alphabroder’s UTK Thermal Komfort Rating System to bring functionality and enhanced value to the brand.
alphabroder’s relaunch includes refreshing the look of the classic puffer jacket, called the “Loft Puffer,” with welded puffer channeling that stretches with the wearer. A reimagined FLUX 2.0 jacket plays off alphabroder’s Prime Plus FLUX jacket style and includes UTK HYDROPEL and UTK CeramiTech. Also new to the line is a capsule collection of jackets and bags with a digi-camo-inspired reflective print bringing on-trend design with the benefit of being reflective during low-light conditions.
“This Fall launch is one of our largest to date. We are very excited to introduce all the new technologies to the iconic North End brand,” says Andrea Routzahn, senior vice president portfolio and supplier management. “We built this line for the customer looking for modern, professional styles that perform and look great.”