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SNEWS Features VOORMI®: VOORMI® to build F13 line with ROCKY MOUNTAIN HIGHCOUNTRY MERINO™


Theresa Blake Graven reviews Rocky Mountain Highcountry

VOORMI® to Build Fall 2013 Collection with Wholly Sourced Rocky Mountain Highcountry Merino™

Pagosa Springs, Colo. -– VOORMI®, a new to the scene innovator of domestically sourced precision blended wool, is proud to announce the exclusive use of 100-percent, domestically sourced Rocky Mountain Highcountry Merino™ in the brand's F'13 line of Precision Blended baselayers and midlayers.

Exhibiting a higher degree of crimp compared to wool grown in other regions of the world, Rocky Mountain Highcountry Merino™ is generally stronger, more resilient, and allows for better thermal regulation than wool grown in mild maritime climates, according to VOORMI and experts at the American Sheep Industry (ASI).

"The inherent benefit of wool sourced from the unique high elevation climate of the Rocky Mountain region is something that we've been keeping a keen eye on for some time now," notes Timm Smith, Director of Brand Marketing for VOORMI. "After overwhelming feedback on the durability of our first prototypes, and a long held belief amongst the team that wool sourced FROM our unique climate is the best suited option for use IN our unique climate, we thought it was worth doing some more digging. That's where the ASI came in.

With years of experience in the nuances of fiber chemistry and access to a nationwide network of wool experts, the ASI was fundamental in helping us connect the rest of the dots. From there, it was a matter of reconfiguring our supply chain to isolate only the best, strongest fibers from our country's most iconic mountain range."

The move by VOORMI to source and develop Rocky Mountain Highcountry Merino™ represents yet another key step in building a 100-percent domestically produced line of performance wool apparel for the rugged backcountry and Southern Colorado lifestyle. From the high elevation grazing lands of the Rocky Mountains, to the production of fiber, textiles, and apparel, VOORMI's unique domestic supply chain defies the convention of overseas mass production in favor of a tighter, faster and local approach to innovation and sourcing. Built upon on a series of proprietary fabric technologies engineered to enhance merino wool for the demands of the high elevation backcountry, VOORMI's F'13 product collection delivers a new level of technical performance and durability to fine-micron wool.

Look for VOORMI at local outdoor and specialty snow retailers this fall, or online at VOORMI.com.

About VOORMI®
Headquartered in Southwest Colorado, VOORMI's primary mission is to simplify and streamline performance apparel and outerwear for backcountry travel. VOORMI presents precision blends of domestically and internationally sourced fine-micron wool, used in strategic combination with high performance synthetic fibers to push the boundaries of technical clothing and wool fabrics. Made here in the United States, the Fall 2013 VOORMI® product collection features distinctive base and mid-layers engineered to meet the demands of High-Elevation mountain pursuits and backcountry adventure. Please visit VOORMI.com for more information.

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