Cool Polished Looks by Holderness & Bourne

Whether you’re returning to in-person work or need more comfortable staples in your work-from-home wardrobe, golf apparel brand Holderness & Bourne has you covered.

Holderness & Bourne just introduced a line of McDermott button-down shirts made with brrr° cooling fabric to keep you dry and comfortable at work, at home, or wherever life takes you.

The McDermott shirt is Holderness & Bourne’s first performance woven shirt, and it’s made with brrr° natural cooling minerals, active wicking, and rapid drying that create a “Triple Chill Effect” by drawing heat and moisture away from your skin.

The shirt features a distinctive easy-care spread collar with sewn-in collar stays that keep you looking polished, with trocas shell buttons, a tailored fit, and a tuck-optional length that elevates the style. It’s available in a variety of patterns including Windsor Gingham, Pembroke Gingham, and Navy Gingham. 

The McDermott shirt is made with brrr° yarn in a cotton/polyester/nylon/elastane blend designed to move with you.

Founded on the belief that dressing well is a form of good manners, Holderness & Bourne apparel strikes the balance between performance, versatility, and polish.

The company designs shirts, pullovers, jackets, vests, and other accessories with a refined look that transitions from the golf course to casual office settings and leisure activities in the evening and on the weekend.


Shinesty & brrr° Are Keeping the Boys Cool

Premium underwear brand Shinesty is keeping the boys cool with a new line of men’s undergarments made with brrr° cooling fabric.

Shinesty’s new line of cooling boxers are made with brrr° cooling fabric, which has natural cooling minerals, active wicking, and rapid drying to draw heat and moisture away from the skin all day long.

The underwear have a 6-inch inseam and 4-way stretch for superior freedom of movement, while flat stitching prevents skin irritation. Plus they’re lightweight and breathable thanks to the “Triple Chill Effect” from brrr° cooling fabric technology.

Boulder, Colorado-based Shinesty was founded by three friends who wanted to bring an irreverent party vibe and creative themes to the undergarment and apparel industry through an anything-but-subtle approach to branding and marketing.

Shinesty has since become known for its elevated designs, superior materials like brrr° cooling fabric, and premium offerings like a build-your-own pack where you can mix and match styles and prints.

They also offer subscription boxes for men, women, and couples, as well as T-shirts, swimsuits, adult onesies, overall-style pajamaralls, robes, novelty holiday sweaters, and other apparel items.

Forloh's "Partners in Innovation" Article on brrrº Partnership

How FORLOH and brrr° are Working Together to Create Cutting-Edge “Made in America” Hunting Gear.

When Andy Techmanski started FORLOH in early 2020, he did it because he wanted to make the best possible hunting gear and clothing, and do it exclusively in America. Moreover, he wanted to redefine what was possible for hunting garments, so he and his team thought outside the box and looked for other like-minded innovation partners who were committed to the “100% Made in America” mission.

One of those individuals was Mary-Cathryn Kolb, founder & CEO of the innovative, self-cooling fabric, brrr°. Kolb leveraged her decades of experience in the garment industry, to unlock a patented cooling fabric technology.

Where Did the Idea for brrr° Begin?

“The idea for brrr° started about a decade ago when I was a sales executive at Spanx,” Kolb said. “I was intrigued by how these tiny little fibers could work so hard to stretch and support our bodies, and I started to think: ‘What else could they do? What if they could actually keep us cooler? What if they could draw heat and moisture away from our skin?’ And the idea for brrr° was born.”

Still, there’s a difference between an idea and a viable product. So when Kolb saw how much potential there was for this product, she quickly took steps to make her idea a reality.

“I did a lot of research and discovered that there really hadn’t been very many advances in ‘cooling’ fabric in 20 years!” she said. “Some brands claim that they are cooling, but they’re really just good at wicking. They don’t actually remove heat. So we knew we had to do something very innovative if we wanted to shake up the industry. I quit my day job and raised some seed capital and began working on R&D for brrr°.”

Kolb notes that there was a lot of trial and error to perfect brrr°.

“We worked on brrr° for years,” she said. “There were dozens of formulas we considered, and we kept testing and iterating and tweaking the formula, until we got it just right. Our teams in Taiwan and the U.S. ran tests on more than 1,000 kgs of yarn, which is almost as heavy as some cars. So it was a pretty big effort”

How Does brrr° Technology Work?

So how does it work? Kolb explained that brrr° combines three important elements: natural cooling minerals, active wicking and rapid drying.

“Together they create something we call the ‘Triple Chill Effect’ that instantly draws heat and moisture away from your skin, and keeps doing that the longer you wear it,” she said. “When you lay brrr° fabric against your skin, you can actually feel how cool it is. That’s a big differentiator in stores when people can touch it and feel the difference.”

People notice innovation, especially if they can feel the difference. That’s why we jumped at the opportunity to partner with them and use their all-new brrr° PRO technology in several of our new apparel lines.

“brrr° Pro is our most advanced cooling technology yet,” said Kolb. “It’s more intense cooling, and it uses micro cooling minerals that intensify the cooling sensation. There’s also hyper wicking and performance drying. These three technologies work together to deliver performance-level advanced cooling.

“We recently tested it on a device called a Manikin to mimic the performance of a human. Those tests showed that it continues to cool you off more when you wear it for a longer period of time, which is really important for hunters, anglers and anyone who spends time outdoors.”

Like FORLOH, brrr° takes great pride in its final product, sending each garment through rigorous QA processes, including lab testing every piece of brrr° fabric.

“We run every fabric through rigorous testing with independent globally respected third-party labs, and we test against other competing brands in the market to prove that brrr° outperforms,” Kolb said.

As both FORLOH and brrr° continue their growth, Kolb is eager to see what the future holds, especially given shifting trends in consumer shopping.

As both FORLOH and brrr° continue their growth, Kolb is eager to see what the future holds.

“Consumers have gotten used to wearing more comfortable and casual clothes while they’ve been working from home, and they don’t want to give up that comfort when they go back to the office or transition to hybrid office/remote work,” Kolb observed. “Retailers are working hard to respond and rethink their designs, cuts, fabrics and features — and we think brrr° is in a great position to meet those needs and deliver superior cooling comfort.”

FORLOH is ready to help deliver that comfort. To check out our apparel featuring the brrr° PRO cooling technology, see them here.

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Why Forloh?Join the future of hunting!

By FORLOH Ambassador Maranda Hough

Click here for the original article

FORLOH Redefines Outdoor Comfort

Hunters, anglers, and other outdoor enthusiasts have a new option for technically advanced apparel that’s all about function and comfort.

FORLOH has introduced a new line of technical long-sleeve hoodies for men made with brrr° Pro advanced performance cooling fabric technology. The hoodies will be available for women and youth soon.

In the coming months, FORLOH will introduce lightweight pants, shorts, board shorts, cargo shorts, women’s leggings, and numerous other garments made with brrr° Pro.

brrr° Pro has enhanced cooling fibers embedded with micro cooling minerals that intensify the concentration of the cooling sensation. Hyper wicking amplifies moisture removal, and performance drying delivers a fresh and cool experience.

FORLOH, whose name was inspired by the phrase “For Love of Hunting,” was founded by a group of hunters and anglers who wanted technically advanced apparel that was well-designed and manufactured entirely in America to create domestic jobs and improve speed to market. 

That allows the company to bring new items of clothing to consumers in as little as 10-12 weeks, compared with 10 months or more for most retailers who use an offshore supply chain. FORLOH sells directly to consumers through its website and through its flagship retail store in Whitefish, Montana.

FORLOH is passionate about scientific advancements in apparel. The company created its own unique science-based camouflage patterns for different environments such as timberland and forest; snow; open country or mountain; and water. 

FORLOH develops new fabrics in partnership with other brands that are leaders in their space, such as Airadigm for microventing pulse plasma technology; Activ-dry Down to repel water and reduce moisture absorption; Polygiene Stay Fresh Technology to inhibit the growth of odor causing bacteria; Polygiene Odor Crunch silica to break down odor molecules; Trizar for heat regulation; and brrr° Pro for performance cooling fabric.

FORLOH also develops its own technology such as Perf-Weld micro-perforations in the Sonic Weld construction for breathability. 

The apparel collections by FORLOH are meant to be layered and combined for maximum flexibility and ultimate comfort, breathability and weather protection.

The company is dedicated to helping consumers get more deeply connected to nature by spending more time outdoors. FORLOH believes that hunting, fishing, hiking, camping, and other outdoor activities are more than just a way of life — it’s a way to share values such as a respect for nature from one generation to another. 

brrr° is proud to partner with FORLOH to bring technical cooling performance to outdoor apparel.

Vineyard Vines Shirts Are Stylishly Cool

Vineyard Vines introduced new colors and patterns of its popular On-The-Go shirts for men that transition perfectly from work to leisure.

Made with brrr° cooling performance fabric in a cotton-nylon-spandex blend, Vineyard Vines On-The-Go shirts for men feature our secret blend of natural cooling minerals, active wicking, and rapid drying that create a Triple Chill Effect® that instantly and continuously draws heat and moisture away from the skin.

The On-The-Go shirts have trimmed sleeves for a cleaner look, and the fit is slimmer through the chest. Buttoned barrel cuffs and a chest pocket keep things casual yet polished. The hem can be worn tucked or untucked for complete flexibility. 

Vineyard Vines On-The-Go shirts for men are available in a variety of colors and sizes, and they are great for layering when evening temperatures get cool. They have just the right amount of stretch for ease of movement and can be machine washed.

brrr° fabrics are independently lab tested and proven to keep you cooler, and because the technology is embedded right into the yarn of the fabric, the cooling effect won’t ever fade or wash away.

Cool Comfort from Reyn Spooner brrr° Collection

Reyn Spooner, which makes the world’s most collected aloha shirts, has introduced a line of men’s performance polo shirts made with brrr° that bring cool comfort to all of your summertime activities.

The brrr° Performance Collection by Reyn Spooner features our natural cooling minerals, active wicking and rapid drying that work together to create a “Triple Chill Effect®” that draws heat and moisture away from the skin.

Cut with a little extra room in the chest and body, the polos also have a side vent and 4-way stretch for ultimate freedom of movement. The Reyn Spooner brrr° Performance Collection polos offer UPF 50+ sun protection and can be machine washed. 

The three-button placket keeps things tidy and stylish from the back nine to the boardroom, or anywhere in between.

The polos are available in three prints inspired by the beauty of Hawaii’s native plants:

  • Kainapu — bold monstera leaves in a flowing spaced-out layout
  • Ho’ohia’ai — stylized flowers of the Hawaiian mountain apple
  • Tapaloha — geometric hibiscus flowers, monstera leaves and stylized tapas

Motherhood and brrr° Keep Baby Bumps Cool

Every expectant mother knows the challenge of trying to find comfortable clothes that are stretchy but don’t make you overheat.

We’re excited to partner with maternity apparel brand Motherhood on a line of BumpEase Denim Shorts made with brrr° cooling fabric so expectant moms can feel their best during their entire pregnancy.

brrr° uses natural cooling minerals, active wicking, and rapid drying to draw heat and moisture away from the skin.

The Motherhood brrr° BumpEase shorts have a stretchy patented Secret Fit Belly panel made with brrr° cooling fabric that provides support for the changing body shape of the mother-to-be. The shorts have a 4.5-inch inseam that’s universally flattering and they’re cuffed for a polished look.

Made with plain weave denim and machine washable for a hassle-free maternity wardrobe, the Motherhood BumpEase shorts featuring brrr° cooling fabric are a must-have for the summer.


ADAY + brrr° = Summer Wardrobe Bliss

Women can upgrade their wardrobe staples with cooling shirts, pants, and shorts that draw heat and moisture away from the skin so they stay comfortable and confident this summer.

ADAY’s Cool Cat Pant is designed with a flattering elasticized high-waisted cut and floor-length cuffed hems that are adjustable so they can be worn flowy and loose or cinched for ultimate flexibility. The brrr° cooling material is silky and comfortable for work or leisure time, and they’re machine washable. 

Also new this season are the Fresh Start Shorts, which have an elasticized waistband so they can be worn high or low on the waist. They have a hidden pocket for storing essentials.

There’s a new Super Swish Dress that’s summer-defined. It’s a loose-fitting midi dress with cap sleeves and snaps all down the front for easy breezy summer days. There are also slip-in side pockets and the front body is double lined but without a full skirt lining.

ADAY’s long-sleeve Chill-Out Blouse is a v-neck with flowy wide sleeves and a cinched waist, while the sleeveless Cool-Down Crop features a wrap style and a snap to keep things secure. Both are available in coconut and forest colors.

The tops, pants, shorts, and dress are all made with ADAY’s Cool Weave fabric powered by brrr°, which combines natural cooling minerals, active wicking, and rapid drying to create a Triple Chill Effect that lasts all day. 

brrr° instantly and continuously draws heat and moisture away from the skin, and the cooling technology is independently lab tested and proven to outperform other brands.

We’re proud to partner with ADAY, which was founded by two women who formerly worked together in finance and wanted to bring innovative fabric technologies to the wardrobes of professional women. ADAY’s everyday pieces are functional, versatile, and comfortable.



Greyson brrr° Polos & Shirts Help Beat the Heat

When summer temperatures start to feel suffocating, look to Greyson for some cool relief.

Greyson debuted a new limited edition line of its signature Omaha polo shirts for men called the Laurel Wolf Omaha Polo that will help keep you cool and fresh on even the hottest days.

Made with brrr° cooling fabric, the polo has a classic three-button placket and spread collar that’s classy enough for the office and casual enough for everything else. Patented brrr° technology uses natural cooling minerals, active wicking and rapid drying to draw heat and moisture away from your skin for all-day comfort

The Omaha polo is also available in a classic style without any icons, or with the Greyson wolf head logo on the left chest.

Greyson also introduced a Guide Performance Quarter Zip jacket made with brrr° fabric, and a sleeveless version of its Guide Performance Tee to keep you cooler and more comfortable for every workout.

To honor its commitment to healthy lifestyles, Greyson also introduced a custom collection of products designed exclusively for Spirit Wolves to benefit the Morgan Hoffmann Foundation. The MHF Guide Sport Tee is available in blue while the MHF Running Wolf Guide Sport Tee comes in grey, and a portion of the proceeds from sales of both shirts will be donated to the foundation.

Founded by professional golfer Morgan and his wife Chelsea in 2017 after he was diagnosed with Facioscapulohumeral Muscular Dystrophy (FSHD), the foundation raises money to support a natural and holistic approach to health and well being for the mind, body, and soul.

Keep Dad Cool With brrr° Father’s Day Gifts

Some dads need all the help they can get to stay cool.

Clothes and other items made with brrr° cooling fabric draw heat and moisture away from the skin to keep him cool, dry, and more comfortable all day long.

brrr° uses natural cooling minerals, active wicking, and rapid drying to create a Triple Chill Effect® that instantly and continuously keeps you cooler. 

Here are a few recently launched items powered by the cooling performance of brrr° that would make great Father’s Day gifts:

We’re excited to see our brrr° cooling fabric technology used in so many products that help keep dads more comfortable and confident on Father’s Day — and all the other days of the year.