HOW IT STARTED
Founder and Chief Technology Officer Dr. Gregory Haggquist was working on combining materials with polymers to enhance their characteristics as a polymer photo physical chemist with Lexmark International when he started looking for a better solution to odor-eliminating fabrics using activated carbon. Dr. Haggquist discovered that activated carbon, the same substance that water treatment companies use to filter drinking water, had some properties far more interesting than just odor control. During testing, he began to get reports on how quickly the fabric dried and how cool and comfortable it kept athletes. After researching various sources of activated carbon, Dr. Haggquist found that activated carbon from coconut shells was most perfectly suited to maintain the ideal range of comfort for humans.
Dr. Haggquist discovered that instead of just wicking moisture, activated carbon permanently embedded at the fiber level moved water away from a heat source and helped dissipate it. By removing moisture from the microclimate, you can stay cooler when it’s hot, and warmer when it’s cold. This active-particle technology was a paradigm shift in the high-performance fabric world; a true innovation worthy of patents to protect it.
Nearly a decade later, Cocona is a world leader in providing innovative technologies from natural sources to the apparel, glove, and footwear markets. This technology adds value and performance to fibers, fabrics, laminates, insulation, and films in more than 60 top brands worldwide, including The North Face, Adidas, Pearl Izumi, Eddie Bauer, Salomon, Mavic, Bauer Hockey, Under Armour, and Reddington, among many others.
HOW IT WORKS
With patented 37.5 technology, active particles permanently embedded at the fiber level capture and release moisture vapor. Not only do these active particles provide 800% more surface area to the fiber, they also use the unique driving force of body heat to remove moisture vapor unlike any other technology. By actively responding to energy from the body, the particles use this heat to accelerate vapor movement and speed up the conversion of liquid to vapor, significantly increasing drying rates. This means the hotter the user gets, the stronger the driving force removing moisture becomes—and the more comfortable the garment remains.
THE 37.5 STORY
After careful consideration (and with the help of an expert branding firm), Cocona decided to develop a new brand identity that would help their partners more easily market the advantages of this technology in their products.
Comfort in clothing is dictated by the temperature and humidity next to skin known as the microclimate. For the average person, the body strives to maintain an ideal core body temperature of 37.5°C. You are comfortable when the microclimate relative humidity is between 30% and 50% which we term the 37.5 zone. When you are in this ideal 37.5 comfort zone, you are also in your ideal performance zone. Cocona technology helps your body manage the moisture in your microclimate to keep you in this “37.5 zone” of comfort and performance.
The science underlying these comfort and performance criteria influenced the company’s rebranding, and resulted in the new name and logo of Cocona:
“The new name, logo and messaging are more in line with our brand promise,” says CEO Jeff Bowman. “Importantly, they focus on the benefit rather than the ingredient. Our partners are excited about the change, as the logo is more technical looking and designed to complement, not overpower our partner’s brands. The new hangtag, with a greater focus on the value of the technology, will help retailers better explain the 37.5 difference and help customers understand why a product with 37.5 technology feels so much better.”