Will ‘37.5’ be a magic number in outdoor apparel-and in bed, too?
Upstart Business Journal, December 19, 2013 By Teresa NovellinoCocona’s patented technology, integrated into sports apparel to keep wearers dry and comfortable, is seven years old. But starting next year, brands from Adidas to UnderArmour and bedding makers will be touting its techie new brand name: “37.5.” Can it be the next Gore-Tex or Polartec?
