Anne Cavassa joined PRIMALOFT as President in November 2023. Shortly after, she added the role of CEO as the incumbent Mike Joyce retired from active management. She had been previously at Saucony for over five years until leaving her role as President in May 2023.
As we considered PrimaLoft’s journey as a key ingredient brand for the comfort and safety of outdoor enthusiasts, it was insightful to hear from her; the interview (edited) below first appeared in OUTDOOR i. It led us to then hear from Andrea Paulson, Senior Vice President of Innovation and Technology.
ANNE CAVASSA
What drew you to your role at PrimaLoft?
Growing up in the mountains, I’ve always been passionate about the outdoors. PrimaLoft presents a rare and impactful opportunity to lead an innovation-driven company dedicated to creating high-performance, sustainable solutions.
These solutions not only elevate outdoor experiences but also have the potential to inspire and transform an industry. It’s a coveted opportunity to be part of a larger movement that will have lasting impact.
PrimaLoft has always been seen as engaging closely with outdoor brands rather than consumers. Is that changing?
As an ingredients brand with nearly 1,000 partners around the world, we are deeply committed to providing unparalleled service to our brand partners. This will remain a key priority and driver for our success.
That said, today’s consumer is both savvy and inquisitive. They have more information at their fingertips than ever before. They want – and deserve – to know the details about what’s fuelling their favourite outdoor gear.
At PrimaLoft, we are committed to being radically transparent. Whether it’s through social media or consumer events, we are working to find new channels to best engage with the people who are passionate about the outdoors and our products.
Sustainability and circularity are at the heart of the outdoor industry. How do you build these concepts into business development?
Even before I joined, PrimaLoft had long-established itself as an industry leader in delivering high performance, sustainable products, from industry-leading recycled content to carbon-reducing manufacturing processes.
One of my first tasks at PrimaLoft as CEO was to kick off a multi-year vision and growth plan focused on achieving big goals, including implementing a holistic approach to sustainability. We aren’t just looking to meet industry standards, but to set new ones.
Our business development is rooted in the mission to become the most sustainable igniter brand in the markets we serve – building leading sustainable products and practices that inspire tangible environmental and business impact.
On the circularity front, PrimaLoft is actively engaged with R&D partners, and we look forward to bringing a textile-to-textile solution to customers in the near future.
What is your assessment of the challenges and opportunities regarding international trade in Q2 of the 21stC?
The reality is that with a changing political landscape, there is less certainty on how international trade regulations will move forward. Only time will tell.
With partners and team members around the world, we continue to have a global mindset that underscores our commitment to providing the most high-performing, sustainable insulation to your favourite outdoor brands around the world.
ANDREA PAULSON
Prior to her current role as PrimaLoft’s Senior Vice President of Innovation and Technology, Paulson worked at Saucony. Her move signals PrimaLoft’s strategic shift to user-driven product innovation. While at Saucony, Paulson spearheaded material development and innovation, led the Human Performance Lab and helped shape the future of technical footwear.
CEO Cavassa said, “Her deep understanding of material innovation and her passion for sustainability are exactly what we need to continue driving forward. Andrea sees the potential in every material and understands how to turn innovative ideas into impactful solutions.”
How difficult is the challenge to integrate innovation, performance and sustainability into new products?
At PrimaLoft, we approach “Innovation through Sustainability” rather than “Sustainability through Innovation.” Perhaps this may seem overly nuanced, but for us, it’s an important distinction that helps drive our holistic approach.
How important was the development of PrimaLoft’s loose fill technology?
We are deeply committed to offering unparalleled service to our customers. When we saw a growing demand from designers, brands and customers for a high-performing, sustainable alternative to down, we knew we needed to leverage our expertise in innovation to fulfil this need.
An important element to launching ThermoPlume, one of PrimaLoft’s key loose fill technologies, is that it enabled our partners to use our insulation blown through traditional down-blowing manufacturing equipment and create the versatile garments that combine the look and feel of down with the water-resistant performance of a synthetic.
We are thrilled with how our loose fill technology has been received in the industry. Brands have valued the design flexibility and ease of manufacturing provided by ThermoPlume technology, designed to mimic the fluidity of down.
In 2024, we added the next iteration, ThermoPlume+, developed to provide even more loft and structural integrity, while using even less material.
Will P.U.R.E (Produced Using Reduced Emissions) manufacturing technology be rolled out across all PrimaLoft products?
As of today, PrimaLoft has partnered with five factories, globally, to establish and utilize P.U.R.E. technology, which reduces carbon emissions by 50% or greater. In 2019, P.U.R.E. launched with a single brand partner, Patagonia. Five years later, more than 50 global brands were utilizing this sustainable manufacturing technology, including Arc’teryx, Houdini, Timberland, adidas, Cotopaxi and more.
As of January 2025, all production of PrimaLoft® Gold will utilize PrimaLoft® P.U.R.E.™ manufacturing technology, reducing the carbon emissions of PrimaLoft’s legacy premium product. With the PrimaLoft® Gold conversion, a projected 275 brands will use P.U.R.E. technology moving forward.
This bold move marks a significant milestone in PrimaLoft’s ongoing commitment to responsibility and reducing environmental impact. The transition represents the first step toward applying the technology across PrimaLoft’s product portfolio, with fellow legacy products PrimaLoft® Silver and PrimaLoft® Black expected to convert in the next two years.
Further proliferation across the product line is expected to follow as capabilities scale.
What is special about PrimaLoft Active Evolve?
For the consumer, PrimaLoft Active Evolve is a great choice because it performs in a wide range of activities, regardless of intensity or season. It’s known for its exceptional breathability, moisture management and stretch capabilities, allowing you to stay comfortable while achieving your optimal performance.
A special aspect of PrimaLoft Active Evolve is that several products in the line can be used as next-to-skin fabric, which enables our brand partners to forego liner fabrics. This means heat and moisture are more efficiently managed, breathability is supported, and user comfort is maintained.
We’re also excited that we were able to create PrimaLoft Active Evolve using up to 100% post-recycled content.
Main pic – RAB Cirrus Ultra Hoody with PrimaLoft ThermoPlume+