January 1, 2013

PRIMALOFT LAUNCHES FIRST HIGH-PERFORMANCE DOWN BLENDS PRODUCT FOR HUNTING CATEGORY IN 2014

ALBANY, N.Y. (January 2013) – PrimaLoft (www.primaloft.com), the world leader in comfort solutions and high-performance insulations and fabrics, announces the launch of its new PrimaLoft® Performance Down Blends, hybrid designs combining waterrepellent, fluorocarbon-free down blended with PrimaLoft® insulation. A global first, this performance insulation engineered by intimately blending premium down with moisture blocking, permanent water repellent PrimaLoft® ultra-fine fibers combines the best qualities of both materials and offers warmth, protection, outstanding dry times, and comfort no matter what the conditions. With the hunting category a top priority for future growth, Sitka will debut five styles at the 2014 SHOT Show (Booth # 10328).

“PrimaLoft Performance Down Blends are setting a new standard for functional, water-repellent down and provide a comfort solution for hunters,” said Mike Joyce, PrimaLoft CEO. “The proprietary blend of our PrimaLoft insulation with environmentallyfriendly processed, water-resistant down is something our brand partners – and the market – had never seen before. We are giving hunters the freedom to focus on the hunt and not the elements.”

For Fall 2014, PrimaLoft® Performance Down Blends will be available in Gold and Silver product categories. PrimaLoft® Gold Insulation Down Blend has comparable warmth in construction to 750 fill goose down. PrimaLoft® Down Blend Silver provides comparable warmth in construction to 650 fill down. Both Gold and Silver level products retain more than 94 percent of warmth when wet and dry four times faster than untreated down.

“The PrimaLoft® Performance Down Blends product was immediately exciting to us,” said Jonathan Hart, Sitka founder. “It is a new technological breakthrough we can offer to our consumers first. We want our customers to be confident in their apparel and know they can perform regardless of the condition.”

The Sitka Blizzard Jacket and Pant Bib, the Boreal Jacket and Pant Bib, as well as the Kelvin Down Hoody will all feature PrimaLoft® Performance Down Blands for Fall 2014.

PrimaLoft uses only premium-quality down from socially responsible sources, tested by IDFL and EDFA (IDFL – International Down and Feather Testing Laboratory, EDFA – European Down & Feather Association). The down undergoes the PrimaLoft patented, fluorocarbon-free chemistry processing. This makes the down water repellent and breathable, as it retains its structure even when wet. After this processing, the treated down is intimately bonded with the permanent water repellent, ultra-fine PrimaLoft® fibers, providing superior softness and loft, hydrophobic benefits and outstanding cold and wet-weather warmth and performance.

About PrimaLoft®
Celebrating its 25th anniversary, the PrimaLoft® brand is the research and development global leader in high-performance insulations and fabrics, providing feel good products that enable you to stay in the moment.. PrimaLoft® insulation was originally developed for the U.S. army as a water-resistant, synthetic alternative to down. PrimaLoft® products are used in leading outdoor and fashion brands, home furnishings, work wear, hunting and military applications and are warmer, drier, and softer than any other synthetic insulation. For more information, visit www.PrimaLoft.com. PrimaLoft®, Feel the Performance™.

PrimaLoft® is a registered Trademark of PrimaLoft, Inc.

MEDIA CONTACT:

Eleanor Sachs, CGPR

+ (1) 781 639 4924 EXT. 113

eleanor@cgprpublicrelations.com