Puma unveils heat sensitive clothing range

Sportswear brand Puma is launching a paraffin-based clothing range, called Eclipse Gilet. The range is designed to regulate body temperature for outdoor activity.

The clothing will form part of Puma’s Lateral collection, which includes clothing and shoes for extreme sports.

The company could roll out the new product some time this year.

Eclipse Gilet will contain paraffin micro-capsules, calibrated to a specific temperature range. According to Puma, when the inside or outside temperature rises above the set temperature, the paraffin will liquefy and store the excess heat.

If the temperature falls below the set temperature range, the paraffin will solidify and release the stored heat.

The Lateral collection also includes Mountain System footwear, designed for hiking, running, walking and mountain biking; Aqua System products, which are designed for use in both warm and cold water; and Snow System products, which regulate body heat and keep moisture out.

Puma European marketing director Paul Gaultier says the sportswear brand will launch its first UK concept store later this year or early next year in London’s Carnaby Street.

Puma uses US-based agency Gyro to handle its creative advertising, while media is through Zenith International.

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