Why Is Helly Hansen So Popular?

Helly Hansen is a Norwegian brand specializing in high-performance outdoor gear and workwear. The company was founded in 1877 by sea captain Helly Juell Hansen and his wife Maren Margrethe in Moss, Norway. Captain Hansen came up with the idea for moisture-wicking base layers made from undyed linen after he nearly froze to death on a sailing trip. Frustrated by the lack of effective cold weather gear available at the time, he and his wife started producing their own garments in their basement. This innovative spirit and commitment to protection from the elements formed the foundation of Helly Hansen’s enduring reputation for quality and performance.

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High Quality Materials

Helly Hansen has been an industry leader in technical outdoor gear materials for over 140 years. According to their website, Helly Hansen has “developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago.”

Some of Helly Hansen’s most iconic technologies include:

Helly Tech® – Helly Hansen’s own waterproof, breathable fabric technology that provides premium protection from the elements.
LIFA® Stay Dry Technology – a moisture management system that quickly moves moisture away from the body and to the fabric surface for rapid evaporation. This helps regulate body temperature during aerobic activities.
PrimaLoft® Insulation – ultra-soft, high-performing synthetic insulation that mimics down while offering superior wet-weather warmth.

Polartec® Fleece – lightweight, breathable, and quick-drying fleece that provides outstanding warmth and comfort.

Helly Hansen is known for combining these state-of-the-art material technologies into thoughtfully designed pieces. Their waterproof, breathable outer layers paired with warm, moisture-wicking base layers allow outdoor enthusiasts and professionals to stay dry, comfortable, and protected in harsh conditions. Sources: https://www.hellyhansen.com/sustainability/materials-and-technologies, https://www.hellyhansen.com/materials

Innovative Designs

Helly Hansen is known for its innovative performance wear that combines advanced technologies with stylish design. Some examples of their cutting-edge products include:

LIFA Stay Dry Technology: Helly Hansen’s proprietary LIFA merino wool base layers feature stay-dry technology that quickly wicks moisture away from the skin. This keeps the wearer warm, dry, and comfortable during aerobic activities or in cold weather environments.

H2Flow Jackets: H2Flow jackets utilize Helly Hansen’s waterproof, breathable H2Flow system. The jackets have unique features like air vents that open and close to control ventilation based on the wearer’s level of exertion. This provides maximum protection from the elements while preventing overheating.

Lifa Infinity Pro: Lifa Infinity Pro base layers employ LIFA fibers that are woven in a unique construction to create a “4D stretch” effect, providing greater mobility and comfort during dynamic activities. The base layers are also treated with Polygiene odor control and feature seamless construction to prevent chafing.

By combining proprietary technologies like LIFA and H2Flow with ergonomic design features, Helly Hansen consistently develops innovative performance apparel trusted by outdoor enthusiasts and professionals worldwide.

Trusted by Professionals

Helly Hansen has a long history of being trusted and used by outdoor professionals. As noted on their website, today, more than 55,000 professional skiers, sailors, ski patrollers, rescue services, and mountain guides put their trust in Helly Hansen. The brand’s high quality, durable gear is relied upon by these professionals and can withstand the harshest outdoor conditions encountered on the job.

Ski patrols and mountain guides wear Helly Hansen while working in alpine environments where weather can quickly become treacherous. Helly Tech Professional gear keeps them warm, dry, and protected in these harsh conditions. Sailors racing on the high seas depend on Helly Hansen gear that is waterproof, breathable, and flexible enough for constant movement on board a ship. Across many outdoor professions, Helly Hansen is trusted to deliver high-performance gear that enables professionals to do their jobs safely and effectively in extreme conditions.

Fashionable Styling

Known primarily for technical gear and foul weather gear worn by professionals (like their iconic Ocean rain jacket), Helly Hansen has effectively evolved and expanded its brand image to be more lifestyle-focused. While still producing highly-functional technical apparel for sailing, skiing, and other outdoor pursuits, Helly Hansen now offers a range of stylish urban outerwear like commuter jackets and sneakers that allow regular folks to experience the Helly Hansen brand in their everyday lives. According to the Helly Hansen lifestyle page on their website, https://www.hellyhansen.com/en_us/activity/urban, their urban commuter jackets feature “versatile weather protection” and “style for the city”. They also offer a range of apparel like hoodies, pants, and shoes that allow you to get that iconic Helly Hansen look without needing to be out sailing rough waters. This expansion into the urban commuter and casual fashion market has broadened the brand’s appeal while still retaining its professional marine heritage.

Effective Marketing

Helly Hansen has established strong brand awareness through sponsorship of winter sports athletes and events. The company sponsors many world-class athletes like professional skiers Alex Hall and Eileen Gu, showcasing their gear for demanding conditions (https://www.hellyhansen.com/blog/ski/pros-in-helly-meet-alex-hall-and-eileen-gu/). Helly Hansen is also a sponsor and official gear supplier for major events like the World Ski Championships and Red Bull Rampage.

In addition to sports sponsorships, Helly Hansen makes effective use of social media for engaging, lifestyle-focused campaigns. Their Instagram account has over 1 million followers and offers a window into the Helly Hansen brand culture through gorgeous outdoor photography and spotlighting their ambassadors. The viral #DrawYourCrew campaign invited people to creatively illustrate their adventure crews (https://www.instagram.com/hellyhansen). Overall, Helly Hansen’s marketing highlights the emotional benefits and belonging that comes from wearing their gear out in nature.

Global Availability

Helly Hansen products are sold in over 40 countries around the world, with flagship stores located in major cities like New York, London, and Tokyo. This global availability means outdoor enthusiasts across the globe can access HH’s high-quality gear. According to the Helly Hansen website, the company has over “5,500 point of sale partners” spanning the Americas, Europe, and Asia. So whether you’re looking for a jacket to summit Everest or sailing apparel for weekend regattas, you’re likely to find Helly Hansen products available in your area.

Cultural Relevance

Helly Hansen outerwear has become a symbol of various subcultures, gaining cultural relevance through features in movies, music videos, and being worn by celebrities. The bold designs and high quality materials make Helly Hansen jackets recognizable status symbols.

In the 90s, Helly Hansen jackets became ubiquitous in hip hop fashion, featured heavily in music videos and adopted by artists like Raekwon and Method Man [1]. More recently, their jackets have been worn by celebrities like Drake, Travis Scott, and ASAP Rocky.

Helly Hansen jackets have also been featured prominently in movies like Captain Phillips, which showcased the brand’s heritage with professional seafarers. Overall, Helly Hansen has cemented itself as a culturally relevant brand associated with music, fashion, and pop culture.

Accessible Pricing

Compared to other technical outerwear brands, Helly Hansen offers products at a wide range of price points to fit different budgets. Their gear runs from budget-friendly basics to high-end performance pieces, but even their premium jackets are generally more affordable than competitor brands.

For example, the popular Alpha 4.0 Jacket retails for around $280 while comparable jackets from other technical brands often cost $400+.

Helly Hansen is able to offer attractive pricing due in part to their efficent global supply chain and large production volumes. They strive to make quality outdoor gear accessible to more consumers through reasonable prices across their extensive product range.

Conclusion

To summarize, Helly Hansen owes its popularity to a number of key factors. The brand uses only high quality materials with innovative designs that are highly trusted by professionals yet still fashionable. Helly Hansen has greatly expanded global availability through effective marketing while being culturally relevant and accessibly priced. Moving forward, the brand is poised for continued success given its strong reputation, wide appeal, and innovative products.

Helly Hansen will likely further grow its professional user base while making its technical gear more fashionable and accessible to a wider casual audience. The brand has an opportunity to leverage its Scandinavian heritage for continued expansion in Europe and beyond. With quality at the core, Helly Hansen is sure to remain a popular choice for performance apparel and strive to meet the diverse needs of outdoor enthusiasts worldwide.