Product Spotlight: Sunice 2011

There's a lot of buzz circulating around the corporate headquarters of Canada's leading outerwear brand, Sunice. It didn't take long after the company was formed in 1976 for Sunice to become the leader in outerwear and they've grown that dominance through the years and Sunice is beginning to become a force in the United States as well.

Sunice has achieved this status because of its' groundbreaking combination of science and style. It uses creative and innovative design, using durable construction and blend fashion-forward styling with the latest in technical specialty fabrics.

But while they continue to produce high-quality and innovative outerwear, the company has begun to forge relationships that not only create a great deal of buzz now but will definitely help the business model down the road.

"The big stories at Sunice are with relationships," said Heidi Roswell, Marketing Director. "We're doing the outwear for the United States team in the Solheim Cup and have come up with really hot stuff for them. Rosie (U.S. team captain Jones) came to Montreal, sat down and looked at the whole collection. I saw it recently and it is really, really good. We're super-excited about this. We believe in our product and our relationships validate that."

Solheim is also excited about the spinoff from the wardrobe malfunction suffered by the United States team in last fall's Ryder Cup. That buzz does not come from the misfortune of the company that designed the outerwear for the U.S. team, but for the focus that was put on the technical part of outerwear construction.

"It's exciting for us because people are talking about the technical aspects of outerwear," Roswell said. "One of our big things is educating the consumer about how this works. Technical outwear is a science. Keeping out the water is a very exact science. How long and how will it stand up in extreme conditions?

"Our Hurricane category is the best in the industry and while we talk about the technical issues of the garment. But quality is such a given for us, it's never an issue."

Sunice highlights the Hurricane Collection in 2011 with exciting new Ultimate V3 Jacket being made even better. Its' Gore-Tex Performance Shell is now even even lighter and quieter. It has the X-Static silver stretch lining (the only golf wear company to have that technology, which helps regulate body temperature and odor control), Pro-Trim waist-cinching system, in-pocket ball cleaner and full stretch back panel.

Some exciting new colors and color combinations will come out in the fall like OC orange with charcoal; black cherry, as well as some vibrant brights.

Roswell said Sunice's Polo Silver Collection of golf shirts will be coming to the United States this fall.

For more information view www.sunice.com.