We’re delighted to announce our latest brand partner launch with Duluth Trading Company. And “delighted” is the right word too, as Duluth Trading has been delighting customers for over 30 years with quality workwear, great customer service and unique charm. Partnering with Duluth Trading truly fits our goal of working with like–minded brands to help create innovative new products for today’s customers.
Duluth Trading Company was founded on the principle they describe as, “There’s got to be a better way.” For Duluth Trading, this means they are constantly learning and finding better ways to build their products and tell their stories. This carries over in the ways they treat neighbors, customers, and employees, too.
This spirit of always looking for better is a perfect fit with CELLIANT®. We’re always looking to create better infrared solutions for our partners, for people and for the planet. And it’s this spirit that led Duluth Trading to partner with us and bring their customers a unique improvement on underwear and loungewear—infrared bioceramics.
Duluth Trading creates apparel, accessories and gear that helps people do. “Do what?” you might ask. Duluth Trading answers with, “To do whatever you want to do. Whatever you need to do. Whatever you know darn-well someone else shouldn’t do.” We love that answer. We also love their entire range of products from menswear, womenswear, underwear, outdoor wear (with their AKHG™ brand), tools and supplies, bags and travel gear, stuff for your dog, stuff for your car—even beard balm for, well, beards.
Duluth Trading Company’s current average customer is male over 50, but they are pivoting toward targeting a younger audience and capturing higher levels of female market share. This shift to a younger demographic aligns well with CELLIANT’s own end consumers, who include millennials that take self-care seriously and sports and athletic enthusiasts, among others. CELLIANT is a great way for Duluth to achieve its goal of targeting a younger demographic.
It’s no surprise that Duluth Trading Company takes a hands-on approach to sustainability and considers themselves among the ranks of sustainable outdoor brands. A big part of their sustainable story is the quality of their products. They don’t create throw-away products and the quality of their craftsmanship ensures their customers have Duluth Trading products for a long time. They also recognize that sustainability is a long journey, with improvements to be made constantly. This resonates with us at CELLIANT as we are always working on new ways to integrate our natural bioceramic infrared technology into more sustainable fabric options like CELLIANT Viscose or CELLIANT with REPREVE.
Another one of the things we love about Duluth Trading Company is their desire to give back to the community. Through their various programs they support Trades & Youth Education, Makers & Creators, and Trail & Stream Conservation. One of the most exciting things about being an ingredient brand is that we get to partner with so many different organizations and are always inspired by those who are mission-driven and purpose-led. We love learning about the different ways our partner brands support their causes and communities.
We first met Duluth Trading Company in 2021 and, from the beginning, we felt a great connection and knew we would work together to develop just the right products for the hardworking Duluth Trading customer. CELLIANT textile technology is the perfect fit to create infrared apparel that brings a wide range of wellness benefits to consumers. It didn’t take long for plans to come together to launch a loungewear and underwear collection that, with CELLIANT bioceramic infrared technology, would bring something unique to the space.
And Duluth Trading’s marketing, much to our delight, has leaned into that uniqueness in their storytelling around the collection. CELLIANT, of course, is known for increasing circulation locally and, from the Duluth Trading Company’s point of view, what better place to increase local circulation than (ahem) where you put your underwear? This funny, lighthearted approach matches the Duluth Trading brand tone while also helping set their new CELLIANT collection apart from the crowd.
Let’s look at each product available at the fall 2023 launch and some of Duluth Trading Company’s playful marketing language.
If you’re a traditionalist when i comes to boxer briefs, but looking to level up your underwear drawer, Duluth’s Redwood Recovery Boxer Briefs will be your new go-to.
Infused with CELLIANT® technology proven to give you more strength, endurance and energy – what man wouldn’t want that? Plus, these boxer briefs are a smooth and stretchy blend of 48% nylon/43% CELLIANT® nylon/9% spandex knit that also wicks moisture and fights stink.
The Redwood Recovery Bullpen Boxer Briefs feature Duluth’s exclusive Bullpen® pouch that supports and stabilizes—it won’t leave you swingin’ in the wind.
Even a mighty redwood needs nutrients to flourish. Same goes for your own personal stand of hardwood. That’s why these boxer briefs are infused with CELLIANT® technology—to provide stronger performance and faster recovery from physical activity right where, let’s be honest, a fellow needs it most.
In addition to the Redwood Recovery Collection, Duluth’s recovIR line of infrared sleepwear is infused with CELLIANT. The recovIR Long Sleeve Henley is the perfect layer to increase comfort and help you recharge.
You spend the night in dreamland, but your body never sleeps. Instead, it’s hard at work repairing and re-energizing for the day ahead. All through the night, CELLIANT infrared technology works to increase local blood flow, improve cellular oxygenation, and speed up recovery.
Double up on the benefits of infrared by layering the recovIR Sleep Pants over a pair of Redwood Recovery briefs.
While you’re in dreamland, your body is working the night shift – repairing and re-energizing for the hard day ahead. Infused with CELLIANT®, all through the night infrared energy works to increase local blood flow, improve oxygenation and speed up cell recovery.
The Duluth Trading collection infused with CELLIANT isn’t just menswear. With Duluth Trading’s focus on appealing to the female audience, there’s a variety of women’s loungewear styles at launch as well.
Could your muscles use some quality R&R? Put your body heat to work while you sleep!
Built with a groundbreaking new technology to maximize recovery, the recovIR Sleep Long Sleeve Henley converts body heat into full-spectrum infrared energy, improving local circulation and cellular oxygenation so you recover faster from physical activity and enjoy a restful night’s sleep, too.
Built with groundbreaking new technology to maximize rest and recovery, recovIR Sleep Slim Leg Pants convert body heat into full-spectrum infrared energy to increase local circulation and cellular oxygenation.
That means faster recovery for hardworking muscles and a better night’s sleep for you!
Click here to learn more about how CELLIANT infrared technology is changing the sleep industry.
CELLIANT’s natural mineral blend is embedded into the fabric of the recovIR Sleep Jumper allowing it to convert body heat into full-spectrum infrared energy, increasing local circulation and cellular oxygenation.
That means faster recovery from physical activity and a more restful night’s sleep, too! Stylish jogger cuffs and an easy on/off soft “V” neckline will make this your go-to when long workdays demand some quality R&R!
We love when our brand partner products get great reviews and when we hear stories of how CELLIANT has helped people either perform stronger, recover faster or sleep better. For Duluth Trading Company’s recovery clothing line, reviews were already coming in at the time of writing with satisfied customers looking for additional patterns and colors which is a positive sign for expanding the collection.
More than ever people are taking the idea of self-care seriously, to the extent that apparel brands are starting to focus on how they might become known for being a wellness clothing brand. At CELLIANT, we like to celebrate and encourage a long-term point of view, that we call ‘sustained self-care’. Loungewear and intimates are a perfect fit in sustained self-care, as the passive benefits of wearing CELLIANT-infused loungewear help people sleep better, have more energy and recover from physical activity more quickly. Far-infrared clothing is something simple that a mindful person can do to boost their wellness and make themselves feel better.
If you’re interested in adding CELLIANT to your brand’s loungewear and apparel collections to differentiate your brand by developing infrared clothing, we’d love to hear from you. Fill out the form below to get in touch with our Business Development team.
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