Business and Environment news : Eira Tears Down Its Walls

Announcing new GM and continued focus on Eco-Friendly Design

Mississauga, ON (January 24, 2013) – EIRA™, the international ski outerwear and clothing brand developed in Canada heads into the Winter 2013/2014 season with a new General Manager, a continued focus on eco friendly design and a revised booth concept at SIA in Denver. Eira™ uses environmentally conscious materials through all aspects of design and development, striving to be sustainable on its mission to provide the freeskier with a brand to call their own.

Gearing up for its third season, Eira™ is excited to announce the addition of a new General Manager. Kris French joins Eira™ with a strong background in sales and marketing. He spent the last eight years at Nike Canada in key leadership positions, including National Sales Manager for Sportswear and Action Sports.

Eira™ maintains a focus on increasing brand and product sustainability. This can been seen in everything from product to point-of-purchase materials, booth design to catalogue printing. All Eira™ jackets and pants are manufactured using recycled lining, snaps, stoppers and Primaloft® ECO insulation. PrimaLoft® was the first branded synthetic insulation manufacturer to obtain bluesign® certification in December 2010. This certification ensures brands, retailers and consumers that PrimaLoft® insulation is an environmentally friendly product.  Select styles are also produced using outershell fabrics made from recycled plastic bottles.

The Winter 2013/2014 Eira™ catalogue was printed on Rolland Enviro100 Satin using EcoLogo, Processed Chlorine Free (PCF) paper. Manufacturing Rolland Enviro100 Satin produces 85% less greenhouse gas emissions than the average 100% recycled paper and 94% less than the average 100% virgin paper.

For Winter 2013/2014, the Eira™ line continues to support two programs of jackets and pants designed to appeal to all levels of skiing ability. Program One features 20,000mm waterproofing and 20,000g/m2/24hr breathability, while Program Two has a 10K/10K rating. Designed in conjunction with team riders Joe Schuster, Ian Cosco and team manager Peter Olenick, no attention to detail has been overlooked. Each jacket interior matches the outside of the jacket, a design detail that Creative Director Paul McGrath is very excited about “I really wanted to make this design detail come to life for Winter ’13/14, it wasn’t an easy feat – but it turned out great and really separates us from the competition”.
There is also a nod to the vintage workwear trend throughout the line with old school stripe detailing inside each jacket as well as under each pant cuff. The vintage workwear vibe along with a proud Canadian heritage is showcased in the Scaffold pant with its logo jacquard suspenders and Canadian maple leaf detailing.

Proud of the 2013 line and its overall accomplishments, Eira™ has revamped its booth for SIA opening it up for everyone including retailers, industry affiliates and athletes to see.  Help Eira™ toast its third season with beer Thursday January 31st at 5:30pm Booth #4656.

About Eira:
Our mission is to provide the Freeskier with a brand unique in its identity. This is accomplished through creative design, innovation and passion for quality driven technical outerwear. Eira™ speaks to the individual in terms of authenticity and passion for the sport and will continue to push the boundaries of style while fulfilling the desires of the evolving skier.