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Base Layers - Outdoor
Odlo Base Layers
Base layers are big business in sports stores – and they should be big
business in the outdoor world too. Ian Latham, UK Country Manager for Odlo,
explains which customers need which base layers, and why…
T
here's a lot of companies producing base layers out there. X-WARM
X-Warm
Some of them are simple, some highly technical; some are a "X-Warm is for extremely
'me too' product, others have come about as a result of years cold weather. It has thicker
of research and experience. Most of the product you'll come across is panels in key positions, this is
excellent, and reputations have been built on this; Helly Hansen, done by a doubling of the
Skins, Under Armour to name but a few. fabric in sensitive areas of the
Odlo's technical undergarments have been around for a long time, and body such as the kidneys, or
have been steadily evolving, adopting new materials and designs. It's not a where there is naturally less
company known for standing still, as their products prove. flesh on the body, such as
Odlo's base layers are certainly more expensive than some competitiors the shoulder blades, where
but, the company maintain, you get what you pay for – and in Odlo's case, you tend to get quite cold
this includes improved odour management, thanks to the inclusion of silver quickly.
in the manufacturing process, which stops bacteria from developing. "We make the material
Flatlock seams and high stretch fabric for comfort and freedom of thicker but we still maintain
movement so you can perform in your chosen activity with no restriction. the Odlo mantra of good
As a retailer, selling the right base layer is partly about engaging the moisture transport. If you do
customer in conversation: What are their needs? Where are they going? Ian start to warm up immensely,
elaborates: "Ask if they are a naturally warm person? Ladies tend to be it will still transfer the
colder than men – with almost every couple the ladies will be looking for moisture away. The thing we
something warmer, while the guys will generally be looking for something a think about most of all with
little bit cooler. It depends on the activity and on where they are doing it, in the X-Warm product is
terms of temperature. Once you know that, you have an idea of what you comfort; the fabric is
should be pitching to them." polyester based, but when we produce it we brush it on the inside so it has
Odlo's current crop of base layers covers a spread of temperatures that the ‘ooh factor’ – women in particular love it because it is instantly warm. It
will satisfy any user, from -30 centigrade to 30 degrees+ centigrade. That is a very, very comfortable fabric.
takes you from the mountains to a European summer quite comfortably – "X-Warm is wearable at minus 30 and up to 0 degrees if you are not
but with the impressive array of product Odlo offers, which is right for the being too active. If you are going to be active, we’d move you up to the
customer? Ian explains. next one, which is Warm. The ideal wearer of X-Warm is someone who is
out in all weathers where the temperatures are well below zero, and who
may not be particularly active.
Ladies Evolution Warm "Some retail staff tend to sell it to Ski beginners, which I think is a mistake
because what you tend to find with beginners is that they are actually
working very hard learning new techniques and they generate heat very
quickly. It might suit an experienced casual skier, though.
"In the UK, X-Warm is good for hikers who are going into pretty exposed
areas, If you're taking a comfortable walk in sub-zero temperatures, X-
Warm will work well for you."
WARM
"If you look at our Temperature Control System graphic, you can see how
the X-Warm and Warm fade into each other. More and more people are
going to Canada and the US to ski, and in particular on the East side of
north America it can get very cold, in the -30s and below, and if you are
12 SGB OUTDOOR JANUARY 2009
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