PrimaLoft, Inc. — the world leader in high-performance insulations and fabrics — said its proprietary PrimaLoft Performance Down Blends, is now available at retail in outdoor, fashion and hunting specialty shops.Blue Ridge Outdoors has been testing this next generation of apparel insulation for a full year, and this global technology is leading the trend to combine the warmth and loft of down with the wet-weather performance of PrimaLoft synthetic insulation. It is also helping to bring the cost of garments down while being sensitive to some of the supply chain issues surrounding down.PrimaLoft insulation was originally developed for the U.S. army as a water-resistant, synthetic alternative to down. The PrimaLoft brand is recognized as a benchmark in the outdoor industry for providing superior comfort in any condition, ultimately empowering users to “stay in the moment.”Brands debuting PrimaLoft Performance Down Blends products at retail in North America include: adidas Outdoor, Black Diamond, Helly Hansen, Lands’ End, Sherpa, Sitka, Under Armour and Westcomb. Consumers can also visit the company’s new consumer-facing website PrimaLoft.com to learn more about the technology, what to look for on hang tags in stores and which brands utilize this new insulation.The PrimaLoft Performance Down Blend product is created by a proprietary process that fuses water-repellent, fluorocarbon-free treated down with PrimaLoft insulation. This hybrid insulation is engineered by intimately blending premium down with moisture blocking, permanent water repellent PrimaLoft ultra-fine fibers, combining the best attributes of both materials.“PrimaLoft has been the go-to insulation for apparel brands around the world demanding best-in-class performance for over 25 years,” said Mike Joyce, president and CEO of PrimaLoft. “Now, we’re proud to offer consumers a new insulation product that features an entirely new level of warmth and excels in virtually any condition Mother Nature offers. Whether consumers want a great looking coat for walking down Fifth Avenue, skiing in the backwoods, or going on that traditional hunting weekend, the choices are significantly better.”PrimaLoft Performance Down Blends are available in Gold and Silver categories for Fall 2014. PrimaLoft Gold Insulation Down Blend has comparable warmth in construction to 750 fill goose down. PrimaLoft Silver Insulation Down Blend provides comparable warmth in construction to 650 fill down. The Gold level product retains more than 95 percent of warmth when wet and dry four times faster than untreated down.“For us, PrimaLoft Performance Down Blend is the perfect choice for our all-new SUBZERO parka line,” said Alan Yiu, chief designer and president at Westcomb. “Consumers are well educated about what they want in their apparel and, as a result, are demanding more from manufacturers. They want stylish outerwear that not only will last a long time but is also warm, versatile and comfortable. PrimaLoft® Performance Down Blends enable wearers to focus on the experience, not the weather. We are honored to be one of PrimaLoft’s launch partners.”PrimaLoft is a materials science company based in Latham, New York, with offices in Germany and Italy, a world leader in research and development of comfort solutions and performance insulations and fabrics. Celebrating its 25th anniversary, the PrimaLoft brand (a registered trademark of PrimaLoft, Inc.) delivers products that are used in the top global outdoor and fashion brands, home furnishings, work wear, hunting and military applications.