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Article Excerpt
[ILLUSTRATIONS OMITTED]
Designing clothes to meet the most extreme of conditions (including the icy arctic) requires implementing bold ideas, a plan of attack familiar to Matt Gowar.
The founder of Equip Outdoor Technologies Ltd., a Derbyshire, U.K.-based marketer of highly specialized, technical outdoor equipment and apparel under several brands, has profited by embracing concepts that seemed unconventional at the time--only to reveal themselves to be ahead of the curve.
One such strategic decision, recently made by the company, was to select eVent's shell fabrics technology, a relatively new innovation, to be its exclusive foundational fabric for apparel and accessories sold under Equip's "Rab" and "outdoordesigns" brands.
"We made a decision on a performance basis which is what this business is about," says Gowar. "We chose to move the whole business to eVent. We felt they were the right partner."
It's a move that paid off in dividends says Gowar, especially as his...
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