The Challenge.

Create a best-in-class versatile 2.5L rainwear series that challenges the conventions of the category.

The Approach.

KUHL is known for offering its customers excellent value, so when creating Stretch Voyagr, the conversation centered around how KUHL could improve upon the category while remaining accessible. Conventional 2.5L rainwear is sweaty, stiff, static, loud, and generally something not worn until absolutely necessary. KUHL partnered closely with its mill to custom develop a material that’s breathable, soft, stretchy and quiet, making it an extremely versatile jacket that customers reach for even when it’s not raining. KUHL even went the extra mile to custom create a back print pattern and print colors, where most competitors simply select a stock pattern and color. Further building on the success of the 2.5L program, an insulated 2L version was later introduced.

Photo & video credit: KUHL