Reima, based in Finland, is the top international brand focusing only on kids’ active wear. The Reima Autumn-Winter 2020 collection is greener than ever with materials and solutions that approach sustainability from various angles.
Reima has evolved from a Finnish specialist into a global market leader in its niche: premium active wear for children aged newborn to 12. The Nordic way of parenting is important to Reima, suggesting parents allow children to experience the joy of movement year-round and regardless of weather. With the younger generation at Reima’s core, the brand has special focus on sustainability.
Design inspired by Hyperborea
Reima designers have drawn inspiration for the AW20 range from Hyperborea. Hyperboreans are a race of giants the Greeks believed lived ‘beyond the North Wind’. Reima’s activewear will sport a misty, earthy palette which embraces many styles in the urban collection.
The future is mono-material
The Reimatec Voyager jacket for spring 2020 is Reima’s first ever high-performance product made from just one single material. Come autumn, the Reimatec Kulkija winter jacket (‘kulkija’ is Finnish for ‘one who is on a journey’) will follow a similar path. Designed with easy recycling in mind, the jackets will be regenerated into polymers for new products. Reima’s aim is to close the loop between production, active use and upcycling of synthetic fibres. To ensure this, each jacket needs to return to Reima at the end of its life. Consequently, to track the journey of the jacket from one user to the next and enable the take-back, Reima asks each user to register the unique ID of the jacket.
More warmth – on nature’s terms
Dressing in layers is the best way to keep kids warm in cold temperatures. Wool, on the other hand, is the material many experienced outdoor explorers trust. Wool provides excellent warmth with less weight. In the base layer, wool works like a second skin by warming us in the cold whilst feeling comfortable. It absorbs moisture and naturally repels dirt, which makes it an ideal material for children. Moreover, with more in wool in clothing, we can decrease the amount of micro-plastics shedding into water during the washing process.
In autumn, Reima will introduce new base layer sets made from bamboo viscose and Merino wool. Besides being soft against the skin and luxuriously warm, this layer combination is also a sustainable choice. Bamboo is a modest plant that grows at an amazing speed efficiently binding CO2. The Merino wool Reima uses is guaranteed mulesing-free.
Reima’s eco-friendly options for the mid-layer include 100% wool for superior warmth or recycled polyester from post-consumer PET packaging. Recycled synthetic mid-layer fabrics show their strength in actively wicking mosture away from the body during sports.
Innovative warmth from coffee
When tiny particles of ground coffee are carbonised at high temperature, the carbon forms honeycomb structures. By adding those particles into polyester, textile engineers have been able to increase its heat retention capability. Reima’s 2-in-1 down jackets for the autumn feature ‘Coffee Bean Shimmer’ fabric. They start off as gilets in September but quickly become warm winter jackets by simply adding on the sleeves.
Safety through reflectivity
Reflective details and prints make it easier for drivers to spot children on rainy, dark evenings. Reima Autumn-Winter 2020 brings three CE-certified reflective styles: the waterproof Vilkku winter mittens, Refle winter gloves and Tuike winter hat. When worn as instructed, they improve children’s traffic safety whilst keeping them warm and cosy.
The surface print on the new winter boots, the Slither Flash, offers a degree of reflectivity rarely seen in footwear. Slither Flash also features a handy Freelock system that lets kids open, close and adjust the fit simply by twisting the lock.
Greener footwear for the entire season
Reima’s shoe collection caters all active kids’ needs, from early autumn to the coldest winter frosts. This year, Reima introduces five styles that have an entirely fluorocarbon-free DWR (durable water repellent) finish. Reima’s classic rubber boots are already FC-free by default. It’s now Reima’s goal to have the full footwear range free from fluorocarbons by 2023. The first styles to go FC-free are the Wetter Wash and Patter Wash, colourful newcomer boots Quing and Quicker and the sturdy, warm Laplander boot.
Reima briefly
Reima is a leading children’s active wear brand. Founded in Kankaanpää, Finland in 1944, Reima Ltd. now employs almost 500 people. The company’s turnover in 2019 was approximately €141 million. Reima sells its products internationally to over 40 countries, and via Finnish Baby Box to 70 countries. Reima’s mission is to gear up the next generation of active, happy kids. 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
For photos and more information, please contact Communications Manager Riika.Paakkunainen@reima.com
| Meet Reima and a bunch of genuine Finns at the ISPO fair in Munich, Germany, in hall A2, at stand 114, during January 25 – 29, 2020 |
About Reima
Reima knows how to get kids out and about! Established in 1944, the Finnish brand offers premium active wear for children, tip-to-toe and all year round, designed for sustainability. This year, the around 4 million Reima garments produced enable kids all over the world to move and play freely, in all conditions – always safely and in comfort.
Karhumäentie 3
01530 Vantaa
Finland