As temperatures rise and consumers increasingly expect comfort, protection, and performance in one garment, cooling technologies are becoming a major innovation driver in sportswear and outdoor apparel. Functional fabrics today are expected to actively support the body’s thermoregulation while remaining lightweight, breathable and durable.

One company at the forefront of this development is brrr°, a specialist in cooling fabric technologies trusted by leading brands including Bass Pro Shops, SUN DAY RED by Tiger Woods, Vineyard Vines, UNTUCKit, and Simms Fishing. With patented cooling minerals embedded directly into the yarn, brrr° has established itself as an expert in next-generation cooling performance.

We spoke with David Ludd, Global Vice President of Sales & Marketing at brrr°, about the future of cooling technologies, evolving consumer expectations, and why permanent cooling solutions are becoming increasingly relevant for brands and athletes alike.

PERFORMANCE DAYS: What sets the brrr° cooling technology apart from conventional moisture management or cooling solutions currently available on the market?

David Ludd: brrr°’s patented cooling technology combines natural cooling minerals with active wicking and rapid drying to create an instant and long-lasting cooling sensation. Unlike many conventional solutions that only cool when wet or rely on sprays and surface coatings, brrr° works immediately upon contact with the skin and continues cooling throughout wear. In addition, specially engineered channels within the fabric actively move moisture away from the skin, helping wearers stay dry, fresh, and comfortable even during intense activity or prolonged exposure to heat.

Consumers today expect fabrics that combine cooling, UV protection, comfort, and sustainability. How does brrr° bring these different requirements together in one material solution?

Our proprietary blend of natural cooling minerals is embedded directly into the yarn, creating permanent performance benefits that include at least UPF 50+ sun protection. This helps shield the skin from harmful UV rays while also keeping the wearer cooler, drier, and more comfortable during outdoor activities and extended time in the sun. Depending on the fabric construction and material composition, some brrr° fabrics even achieve UPF ratings in the hundreds or thousands.
Sustainability is equally important to us. We do not rely on chemicals, sprays, or topical coatings to create a cooling effect, our patented cooling minerals are built directly into the fabric structure. brrr° is Global Recycled Standard (GRS) certified, and we work closely with mill partners to minimize waste and recycle production scraps whenever possible.

Lightweight constructions and breathability are crucial for thermal comfort. What innovations is brrr° currently developing to further enhance cooling performance for intense activities and outdoor use?

Innovation is at the core of everything we do at brrr°. Right now, there is strong demand for ultra-lightweight fabrics that combine exceptional breathability with long-lasting durability. A few years ago, we introduced brrr° Pro poly with micro-minerals designed to intensify the cooling sensation. We are currently developing new fabric constructions with specially engineered channels that deliver next-level moisture management and enhanced thermal regulation. At brrr°, we are constantly looking ahead to develop the next generation of cooling fabrics, often before consumers even realize they need them.

Looking ahead: What role do you think cooling technologies will play in the evolution of performance apparel and next-generation sportswear?

Cooling technologies will continue to gain importance as consumers increasingly seek versatile products that deliver comfort across active lifestyles, travel, commuting, and everyday wear. This extends far beyond traditional sportswear and includes structured stretch wovens, commuter and travel pants, technical shirting with the appearance of classic button-down styles, as well as layering pieces such as hoodies and undershirts.
Brands today are looking for scalable fabric stories that can evolve into complete product families and categories rather than isolated one-off developments. At the same time, luxurious handfeel, softer performance polyester fabrics, and more textured, natural-looking aesthetics are becoming increasingly important.
Looking ahead, the focus will shift toward technologies that are permanently built into the fabric rather than temporary finishes that fade or wash out over time. Cooling and advanced moisture management are rapidly becoming year-round essentials, regardless of season, climate, or occasion.

PERFORMANCE DAYS highlights cooling and UV protection technologies as key drivers of innovation. Why is it important for brands like brrr° to showcase these developments on this platform?

PERFORMANCE DAYS is an incredibly important platform for brrr°, because it brings together leading innovators, decision-makers, and forward-thinking brands that share our passion for performance, functionality and sustainability.
It provides the perfect environment to showcase advancements in cooling technology, UV protection, moisture management, and responsible fabric innovation while connecting directly with the industry leaders shaping the future of performance apparel.