What's Happening?
Royal Robbins, a brand founded in 1968 by climbers Royal and Liz Robbins, has been awarded the inaugural CNN Underscored Innovation Award for its Amp Lite II Long-Sleeve Performance Shirt. This recognition highlights the brand's leadership in creating innovative outdoor apparel, particularly its Mosquito Protection Technology™ (MPT), which offers chemical-free mosquito protection. The award celebrates products that demonstrate originality, functionality, and a meaningful impact on consumers' lives. The Amp Lite II shirt impressed judges with its mosquito-proof weave, which effectively deters bug bites without harmful chemicals. Royal Robbins is known for its commitment to environmental and social responsibility, using natural fibers and maintaining
carbon neutrality in its operations.
Why It's Important?
The recognition of Royal Robbins' MPT underscores a growing consumer demand for environmentally friendly and health-conscious products. By eliminating the need for chemical repellents, the brand addresses concerns about the environmental impact and health risks associated with traditional mosquito protection methods. This innovation not only benefits outdoor enthusiasts by enhancing their experience but also contributes to broader environmental sustainability efforts. The award positions Royal Robbins as a leader in the outdoor apparel industry, potentially influencing other companies to adopt similar eco-friendly practices. The success of the Amp Lite II could drive increased consumer interest and sales, benefiting the brand and its retail partners.
What's Next?
Building on the success of its MPT line, Royal Robbins plans to expand its collection in Spring 2026 with the launch of the Salathé Sun Hoody. This new product will combine chemical-free mosquito protection with UPF 40+ sun protection, further enhancing the brand's appeal to outdoor adventurers. The expansion of the MPT collection is likely to attract more consumers seeking innovative and sustainable outdoor apparel. As the brand continues to innovate, it may also explore additional product lines or collaborations to strengthen its market position. The ongoing recognition from industry awards could lead to increased visibility and opportunities for growth.
