AUR Goes Into 2011 With Three Main Goals

The 2011 collection of AUR. is hitting on three main initiatives – expansion of its Aware Collection, a revived focus on bottoms for both men and women and a drive for diversity that is trend-right for its customers.

AUR. has three distinct categories, starting with its Active Collection, which boasts performance-driven designs, including the introduction of its new AUR. Dri-Max Hybrid Cotton, designed to combine the look and comfort of mercerized cotton with the functionality of polyester.

These polos feature the stretch of Spandex, a soft hand feel and a lightweight drape for golfers. Synthetic fibres in the polos are designed to create a strong, crease-resistant fabric that is quick-drying, while maintaining its shape.

The AUR Authentic category includes golf sweaters, vests, pants and shorts, with classic colours such as black, taupe, navy and charcoal.

AUR Aware is its strongest growth category, designed with environment-friendly products such as E-Tech, which is made by combining bamboo-derived fibres and polyester or cotton.

Bamboo is one of the most sustainable resources to provide products that are naturally soft, hypoallergenic, thermal-regulating, moisture-absorbing, breathable and anti-bacterial.

Meanwhile, CarboCool fabric contains a blend of polyester and bamboo charcoal. The carbonized bamoo is visible on the inside of the material with its gray tint. Qualities include moisture-wicking and quick drying, with anti-odor and added UV protection.

Carbonized bamboo offers the same benefits as a chemical finish without harming the environment.

S. Café uses a patented process that transforms coffee grounds, which wind up in landfills, into yarn used to make polos, while EcoSmart is a fabric made from recycled polyester yarn which itself is made from plastic, post-consumer products.

GeoTech garments are made from crushed volcanic minerals embedded within the fibres to enhance evaporative cooling, wick moisture and manage odour. These volcanic minerals are combined with polyester for a performance garment with light, soft hand, providing a UPF of 30-plus.

By using activate carbon made form coconut shells, HealthTech fabric uses natural technology to provide evaporative cooling, odour absorption and UV protection. The technology is contained inside the fibre and is designed for durability in wash or wear.

HealthTech technology utilizes recycled coconut shells that would have otherwise gone to landfills. Suppliers convert the coconut shells into activated carbon, primarily for the air and water filtration industries.

Particles that are too small to use in this industry are made even smaller and sent to mills to embed these active particles inside man-made fibres such as polyester and nylon.

The Spring 2011 color palette for men includes an assortment of cool grays and black, blue glass, fresh citrus, taupe and white, Borolo red and ultra indigo.

For women, fashion-driven Bacardi Breeze features smoky blue and charcoal.  Rumberry meets a woman’s demand for pink tones with sophistication.

Limoncello provides a vibrant sporty edge with fresh white, a rich blue and a splash of lemony citrus. Black Martini brings everything back to black and white for timeless appeal.