OSLO, Norway, Sept. 29, 2020 /CNW/ -- A driver of innovative technology and design, Helly Hansen continues to push the boundaries of professional grade gear. Founded in 1877, the Norwegian-based brand has never stopped looking forward, drawing on the extensive knowledge of their heritage and working with professionals to achieve the cutting edge of technical outdoor gear. This season, Helly Hansen is launching LIFA INFINITY PRO™, the brand's most innovative and sustainable waterproof/breathable technology to date.

Challenging the industry norm, LIFA INFINITY PRO™ is a first-to-market technology that pushes the envelope in apparel design. Through advanced textile engineering, it's made without any added chemical treatments, making it truly unique and highly innovative.

Using LIFA® technology, a proprietary Helly Hansen fiber that's lightweight and hydrophobic, LIFA INFINITY PRO™ features a fully waterproof/breathable LIFA INFINITY™ membrane and professional grade durable water repellent performance, achieved without the use of chemicals. Combining the new membrane with 100% LIFA® hydrophobic face fabric, LIFA INFINITY PRO™ is groundbreaking, meeting the extreme waterproofness and breathability of HELLY TECH® Professional construction. With everlasting water repellent protection that never needs to be reproofed with chemical treatment, the technology delivers long-lasting, responsible and superior professional grade performance.

"We worked with nearly a dozen ski professionals to develop a new technology with the highest level of waterproof/breathable performance that's also responsibly made," said Philip Tavell, Category Managing Director for Ski, Helly Hansen. "Drawing on the knowledge and expertise of a 140-plus year heritage, LIFA INFINITY PRO™ is our most innovative and sustainable waterproof/breathable technology to date, and we're excited to launch it this season."

The new LIFA INFINITY PRO™ technology will be featured in the Elevation Infinity Shell Jacket, part of the ULLR collection designed for freeride skiers, and the Odin Mountain Infinity Shell Jacket, part of the Odin collection, built for backcountry ski touring.

About Helly Hansen

Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive. Through insights drawn from living and working in the world's harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry Technology, and today's award winning and patented H2Flow™ temperature regulating system.

Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its ski uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations around the world.

Helly Hansen's outerwear, base layers, sportswear and footwear are sold in more than 40 countries and trusted by outdoor professionals and enthusiasts around the world. To learn more about Helly Hansen's latest collections, visit www.hellyhansen.com.

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SOURCE Helly Hansen

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