Reima is the top international brand focusing on performance wear for kids only. For spring 2019, Reima introduces garments with novel finishes that make the warm times of the year safer and more comfortable for children.
Operational in Finland since 1944, Reima has gradually evolved from a Nordic specialist into a global market leader in its niche: premium functional tip-to-toe wear for children aged 0 to 12. The brand’s main export item is kids’ joy of movement, made possible by a comprehensive collection of protective functional apparel for all seasons and climates. Spring 2019 is no exception: Reima wear will help kids rule over water, wind, sun and mosquitoes too.
Inspired by the essence of Nordic summer
When creating their Spring/Summer 2019 styles and prints, Reima designers have spent a considerable amount of time sitting on a lakeside meadow, looking close and far, sketching. Insects, flowers and creatures of the water crowd the prints. Man-made surroundings have enchanted them as well, turning into graphics picturing summery small-town scenes and lakeside sports. The colour palette is a combination of light naturals: sand, grey and white, matched with bright floral and fruity colours, or tones of water and sky. A practical set of dark natural forest shades back these up.
Twice, or even thrice as nice
Many key items of the collection are 2-in-1 or 3-in-1. They are easily adaptable from early spring to summer, and you can even use them all year round in multi-layer outfits. Considering the well-being of generations to come, Reima actively offers versatile, transformable products that can actually reduce consumption. Moreover, the water and dirt repellent fabrics are durably treated entirely without fluorocarbons, making Reima a safe choice for both children and the environment.
Kids, tell mosquitoes to buzz off!
This summer, you can take a bite out of summer – not the other way around – thanks to a specially developed finish in Reima Anti-Mosquito Soft Shield fabric. The active substance in this unique finish is a non-toxic plant extract called geraniol, which comes from the Palmarosa plant. When used in a mosquito-repelling finish, geraniol is skin-friendly and non-allergic, safely protecting little ones from pesky insects without dangerous chemicals. The finish is Oeko-Tex approved and nature-friendly, too.
The Reima Anti-Mosquito fabric, used in jackets and pants, repels both water and dirt – entirely without fluorocarbons*, just like all other Reima performance fabrics. It is elastic, breathable, quick-dry, and it wicks moisture away from the skin. Moreover, the fabric has a natural UV protection factor 50+, so that kids can truly discover the outdoors. The garments will not offer 100% protection from mosquitoes, as the face and hands will still be exposed, but they will help reduce the amount of repellent lotions or spray applied directly to children’s skin.
Naturally more comfortable
In autumn 2018, Reima introduced its Green Line range. The collection consists of products made out of GOTS certified organic cotton, guaranteed to be non-toxic and ecological. Now the comfortable, brushed French terry quality has a new eco-friendly cousin: a light single jersey that is soft and comfortable against the skin and works both indoors and outdoors, during school and leisure.
Reima has made another nature-friendly move by adding more Tencel® to its products. Tencel® is the Austrian company Lenzig’s trademark for its Lyocell fibre. It is a cellulosic fibre more absorbent than cotton, softer than silk and cooler than linen. The cellulose is made of wood pulp from sustainably farmed forests that give more fibre per year than cotton fields – with less water, less pesticides and less fertilizer. Spinning of Tencel® is a completely closed production process, without toxic emissions into the environment. The manufacturer Lenzig has received the “European Award for the Environment” from the European Union for its Tencel® process.
Keeping kids cool
Reima launched its cooling COOLMAX® jeans in summer 2018, and now the story continues. With the hottest times of summer in mind, Reima introduces the smooth, elastic Xylitol Cool fabric for kids. The cooling sensation of Xylitol Cool technology in a variety of styles will keep kids feeling cool and fresh during summer activities. It is more than just a sensation – body moisture activates the finish after ca. 10 minutes of wear and the temperature drop can be between 1-3 degrees Celcius. Xylitol Cool fabric gets its cooling effect from Xylitol and Erythritol, which are edible sweeteners, so it is safe and non-toxic.
The Reima SunProof range has gained more market share each year since its launch in 2011, with the product assortment growing accordingly. This season, Reima introduces new styles made from SunProof jersey, an elastic swimwear material with UV protection factor 50+. The protection is based on titanium dioxide, which is a safe white pigment also used in toothpastes. In Reima SunProof, the in-spun TiO2 sits deep inside the fibres, so that the protection will not wear off or fade in washes. Many styles feature digital printing, which saves water and dyestuff.
Water out, comfort in
Reima’s new, light summer sneakers styles are so comfortable and smooth inside that socks are unnecessary. Just toss the shoes in the washing machine, let dry, and next morning they are ready to serve you again. The sneaker sole has holes, but not just plain ones: a metal mesh in the ventilation holes safeguards against sand and pebbles, and a microporous membrane keeps water out, yet letting moisture from the skin evaporate outside through the sole.
For more photos and information, please contact:
Communications Manager Riika Paakkunainen, firstname.lastname@example.org +358 50 322 8293
*Why no fluorocarbons?
Perfluorinated chemicals (PFCs) belong to a larger group known as fluorocarbons. All fluorocarbon water & dirt repellents are made with PFCs, or using substances that can biodegrade to PFCs. Their performance is excellent, BUT they:
- are stable – they take a long time to degrade in nature
- accumulate in the environment and in all animals & humans
- appear to be carcinogenic
- may affect reproduction and hormone production in mammals
What does Reima use instead of PFCs?
- BIONIC-FINISH® ECO by RUDOLF group – based on hyper-branched polymers called dendrimers
- TeflonTM EcoEliteTM – a renewably sourced, bluesign® approved plant-based finish
Reima® is a leading children’s performance clothing brand. Founded in Kankaanpää in 1944, Reima Ltd. employs over 400 people. The company’s turnover in 2017 was approximately €112 million. Reima sells its products internationally to around 37 countries, and via Finnish Baby Box to 70 countries. Reima’s mission is to ensure that children have the freedom to move and play outside, no matter what the weather. The design principles of Reima® products are functionality, safety, innovation and fresh Finnish design. The clothing is reviewed by the world’s most honest and tough test group: children. Read more at: www.reima.com
Reima knows how to get kids out and about! Established in 1944, the Finnish brand offers premium functional children’s wear for active kids, tip-to-toe and all year round, designed for sustainability. This year, the around 7 million Reima garments produced enable kids all over the world to move and play freely, in all conditions – always safely and in comfort.