Pertex was founded in 1979 in partnership with Perseverance Mills, a producer of textiles in Lancashire since 1901. From this point, Pertex, with the help of Perseverance Mills, began to produce specialist nylon technical fabrics mainly for outdoor use, from clothing to tents. This marked the beginning of the modern era of performance fabrics.
Despite its association with the emerging flock of function-minded labels and designers, the company has operated for 45 years, predating many fabric technologies we usually associate with technical apparel and footwear. Today, Pertex is most known for its innovations within fabric technology, listing Quantum, Shield and Equilibrium, and specialised versions in between, as proprietary developments.
A key differentiator is Pertex’s model of working directly with its B2B partners and understanding what they want from their products functionality-wise. Are they looking for all-out waterproofing, a lightweight and breathable fabric for use in a performance context or something in between? These customers have specific product needs, and Pertex is often on hand to facilitate this. In some instances, they will suggest what is best, and in others, they will develop a new material to meet their requirements, eventually becoming part of Pertex’s overall offering.
However, the development of this model spawned a few issues: one was that it meant a disconnect with its growing consumer audience. There were no questions surrounding the integrity of Pertex products. Still, there needed to be more connection between Pertex and its audience: technically-minded individuals yearning for knowledge whose interest goes beyond the surface level. Somewhere in between, its messaging needed to be clearer in translation. There was an opportunity to recontextualise Pertex into the modern outdoor landscape and align the brand with the emerging interest in technical and performance clothing - setting a new standard for outdoor brands. This is where Systems Studio, a multifaceted creative agency, came into play and delivered the rebrand.
In 2021, Systems Studio produced a campaign for Goldwin that aimed to ‘find a universal visual language to announce their newest pair of high-performance jackets across multiple territories’. This catalyst caught Pertex’s eye and spawned the relationship with Systems Studio.
Speaking to Peter Kapos of Systems Studio, he explained to me, "Our repositioning work for Pertex stemmed from the insight that only a small part of the brand's equity was being expressed. Unique heritage, a very particular mode of product development yielding highly specific and distinctive technologies, and intense commitment to the natural environment and outdoor community. None of that was visible. With the Outdoor category undergoing something of a rebirth, we knew this was the moment to surface those key elements of the brand."
I spoke to Andy Laycock, Brand Director at Pertex, to learn more about the internal reasons for the rebrand and how the strategy was executed across all channels. During our conversation, Andy also addressed the changing outdoor landscape, Pertex’s position, and what lies ahead for the brand.
AGH: Please tell us more about the aim of the rebranding and the strategy behind it.
AL: “The rebranding aims to provide Pertex with a broader range of brand expression, highlighting elements that have been part of the brand since the late '70s but were never fully articulated. This was partly due to category norms that constrained the brand's expression.”
“Systems Studio played a crucial role in realising that the B2B segment of the outdoor category needed a shift in visual strategy towards storytelling. For us, this meant leaning more into Pertex's technical aspect while balancing it with the idea of "outdoor people." The strategy pulls through to communications with the message, "Weaving high-performance fabrics for outdoor people since 1979." The brand pillars focus on technology and R&D innovation, supporting outdoor people in experiencing nature more intensely, and sustainability.”
AGH: Can you explain some critical reasons for the rebrand and why now?
AL: “The rebranding was a response to recent changes within the outdoor category. Since Pertex's founding in 1979, the brand operated primarily in a B2B mode, which meant it only surfaced a small part of its essence. This approach was due to how Pertex worked closely with its B2B customers to develop products tailored to their specific performance needs and challenges. These deep relationships reduced the need to overtly "sell" the brand, as customers knew the products and the brand's approach through direct collaboration.”
“However, the outdoor category has undergone significant changes since then, especially in recent years, accelerated by COVID-19. Customers are now seeking to engage with audiences beyond the traditional outdoor market, which requires a different approach to communication — one that emphasises storytelling over performance data. The rebrand lays the foundation for this new form of storytelling and allows Pertex to embrace the changing landscape of outdoor and performance technology. Now, more than ever, there is room for an alternative to the traditional, outdated narrative, and Pertex is instrumental in this shift.”
“We intuitively knew these changes in the category had implications for our form and the intensity of brand expression. Systems Studio helped us identify the alignment of principles that have always been at our brand's core with the needs of today's outdoor audiences. And then gave a very compelling visual form to that strategic insight. The new visual identity is strikingly new, but at the same time, it's what we've always been.”
AGH: How did the immersive event tie into the overhaul?
AL: “The immersive event celebrated the rebrand, embodying Pertex's inherently creative approach by combining the material and immaterial. It seemed fitting to create something experiential rather than product-focused. Of course, Pertex is a product. But, ultimately, we're about supporting and enabling experiences of nature, often of quite an intense kind. And that was important to stress from a branding perspective.”
“Pertex's innovation has always been fundamentally creative, combining and articulating technologies connected to diverse areas such as printer ribbons, parachute canopies, and tents. This innovative spirit continues today with innovations in filament engineering, breathability, and more.”
“In addition, it was an opportunity to bring together individuals who wouldn’t usually mix in the same circles despite their association with Pertex, from photographers, creative consultants, corporate figures and Pertex customers, all the way through to end users.”
AGH: Did any challenges crop up along the way?
AL: “Challenges inevitably arose during the installation's setup, particularly technical ones. Coordinating visuals with a live sound performance across two linked platforms, each playing unique, synchronised graphic loops on six projectors, was a complex task.”
AGH: How does Pertex align with the emerging interest in technical and performance clothing?
AL: “Pertex aligns well with the emerging interest in technical and performance clothing, recognising that end-user knowledge is increasingly approaching the knowledge level of engineers due to an increasing amount of resources at their disposal. While waterproofness remains a requirement for some, many outdoor scenarios now call for a more refined balance of protection and comfort, particularly breathability.”
“New audiences are discovering Pertex's decades of expertise in yarn spinning, weaving, and new lamination technologies. This interest is partly performance-related and partly an appreciation for the technical creativity and the brand's connection with Japan, where many of its fabrics are produced. It’s a multi-faceted appreciation that doesn’t rely on one single factor but a series of connected ones.”
AGH: As a company that has operated since 1979, how much has the cultural and outdoor landscape changed in the past five years compared to the past 45?
AL: “The cultural and outdoor landscape has evolved significantly over the past five years compared to the previous 45. For example, fabric technologies developed for outdoor brands are now applied to high-performance products in running and cycling, as seen with brands like On Running and Albion Cycling. New brands with niche-specific audiences and product offerings like Satisfy Running have also emerged. This democratisation of fabric and technology ultimately benefits the end user, who has increased access to a wealth of performance clothing to aid them in their chosen discipline, whether climbing, running, or walking.”
“Many outdoor brands, which once expanded their audiences to capture more of the lifestyle market, are now refocusing on their core offering of technical products for outdoor activities.”
AGH: Visuals and communications aside, what does this new chapter in Pertex’s journey look like for product development?