With a brand new approach to rainwear, Columbia provides active outdoors people with the gear to help them enjoy the outdoors longer.
To the dismay of umbrellas across the country, Columbia Sportswear has introduced to the public our new rainwear technology, OutDry Extreme. We’vÂ created the first waterproof, ultra-breathable jacket with an outer waterproof membrane for permanent water repellency and durability. And the industry is taking notice.
Since its announcement, OutDry Extreme has racked up media accolades, with Gear Institute calling it “the most significant development in waterproof breathable technology in decades.” Outside Magazine naming it “the most breathable rain jacket we’ve tested,” and TrekTechBlog.com saying it’s a “game-changer indeed. This could be the last jacket you ever buy.”
How it Works
OutDry Extreme shuns the traditional approach to waterproof breathable shells by ditching the flawed DWR (Durable Water Repellent) coated, multilayered construction of today’s standards used by competitors. The dirty secret in typical waterproof products is that light abrasions, dirt and even body oils degrade the DWR, especially when the jacket is wet (leading to the dreaded “wet out”), ultimately defeating the purpose of a rain jacket. Once the jacket is wetted out, this traditional rainwear restricts breathability and consumers quickly experience the well-known feeling of dampness.
Columbia’s OutDry Extreme technology breaks the mold by putting an abrasion-resistant membrane on the outside, rather than the inside, where it’s in direct contact with the rain. With this new construction, it leaves virtually no risk of the jacket “wetting out” like others do when their DWR wears off. This new approach is a durable, permanent waterproof layer that actively repels moisture and rain, while maintaining ultimate breathability with a wicking textile lining for next-to-skin comfort.
Newly available third-party research data demonstrates the OutDry Extreme’s moisture vapor transfer rate, a common measurement of real-world breathability, is 17%-74% more breathable than competitive waterproof breathable technologies.
OutDry Extreme has been put to the test in the harshest conditions in all corners of the globe thanks to the ultimate beta-testers, the company’s Directors of Toughness.
Six months ago, Columbia Sportswear founder and matriarch Gert Boyle sent the Directors of Toughness off with a clear mission, stating, “We put our employees through hell and high-water so that consumers can rest assured that they’re getting the toughest products available and can enjoy the outdoors as long as they’d like. Don’t come home without some great stories and a few bumps and bruises.”
OutDry Extreme has protected the Directors of Toughness throughout their adventures in the mountains of Chile, the rainforests of Costa Rica, the Alaskan Arctic and many more extreme destinations. Despite the ever-inclement weather, the Directors of Toughness have been able to enjoy their adventures to the fullest thanks to the impenetrable shield from the elements (with no wet out!) provided by OutDry Extreme technology.
OutDry Extreme and Columbia’s Tested Tough mantra will be highlighted in a new multi-channel marketing campaign this Spring.
The campaign kicks off with the return of Gert Boyle in a new commercial highlighting the lengths our Chairman will go, to ensure Columbia’s gear is Tested Tough.
OutDry Extreme is available in 19 styles of jackets and pants in several colors, priced from $150 to $400. The collection is now available to men and women at REI.com, and www.columbia.com.