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Industry Talk

Rising popularity of Ventile caps

Europe’s changeable weather conditions contribute to positive growt

29th January 2024

Innovation in Textiles
 |  Zurich, Switzerland

Sports/​Outdoor

Ventile reports particular success in the accessories sector during 2023, through partnerships with headwear brands such as Stiksen and Works and Days.

A combination of new product launches and key strategic partnerships, such as that with NordShield, the wood-based technology producer, supported a 2023 5% increase in new customers for Ventile. The company has seen a positive upward trajectory of enquiries from mainland Europe, supporting its continued expansion efforts in the territory.

“Our all-natural performance solutions continue to work well for brands in Europe and we look forward to continuing our great partnerships in 2024,” said Ventile brand director Daniel Odermatt.  

The Dad Cap by Stiksen and the Ventile Cap by Works and Day both performed better than expected due in part to Europe’s changeable weather conditions as well as the demand for more sustainable products.

Stiksen doubled its turnover in 2023 from 2022, mainly due to the popularity of the Ventile caps and darker colourways have been well-received by consumers.

“Our brand is growing rapidly year on year, with a substantial chunk of this coming from our Ventile-based items,” said Stiksen CEO Asim Khandker. “Our Dad Cap is one of our most popular designs and Ventile’s technical nature is one of the key factors for our year-round sales. Its weatherproof nature means we can promote it during heavy rain and also snow. It translates well in our campaign images too.”

“Our customers have fed back positively about the performance of our products made from Ventile,” added Raff Godfrey, founder of Works and Days. “The fabric provides weatherproof comfort, and the high-quality fabric gets better with wear. Frequently we are told that our Ventile caps have saved the day in the changeable conditions we experience here in Denmark.”

Developed in England in 1943, Ventile was originally designed to save the lives of pilots flying over the Atlantic in wartime England. In the cockpit, Ventile proved cool and comfortable, whilst in the water, the fabric proved warm and impenetrable. Ventile suits are still worn by pilots of various air forces by adventurers. Most famously, Sir Ranulph Fiennes crossed the Antarctic clothed in Ventile.

www.ventile.co.uk

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