Technology Review: Columbia Omni-Heat Reflective

As a marketer, I see a lot of gimmicks. Hell, I've probably even a created a few of them myself. The outdoor industry is rich with marketing gimmicks. In an effort to create differentiation, new technologies join the fray every year. Some stick (rockered skis) and others crater (remember top-entry ski boots?).

Columbia Sportswear is clearly a company with tremendous marketing skill. They've grown at a fast-pace to quickly dominate many of the segments they sell to. Columbia's advertising is both attention-grabbing and on-brand. Its web site is well executed and easy to use. And, they're the masters of branding. When their engineers come up with something new, they've immediately got a name and a marketing push behind it.

So, my first encounters with the company's Omni-Heat Reflective materials were skeptical. I mean, seriously, it looks like a jacket lined with aluminum foil. I understand the principle -- reflecting heat means retaining it. Decades of Space Blankets have proven this principle. But Space Blankets are crinkly noisy and they breathe like a Hefty bag.

But now that I have three different pieces incorporating this technology, I have to say the company's claims of "20% warmer" appear to be fact. This stuff is noticably warmer than comparable alternative materials. My first Omni-Heat Reflective piece was a full-zip fleece jacket. Very stylish design, but what stood out immediately was that its WARM. When compared to my older The North Face windproof fleece, or my Browning Hell's Canyon jacket the Columbia jacket is EASILY 20% warmer, if not more.

In addition, the reflective layer seems to have no effect on breathability and even seems to improve wind resistance (although NOTHING tops my Simms Windstopper Fleece Hoodie for its wind-busting abilities). While wearing the jacket, the relective layer is silent and doesn't change the feel of the garment.

Since then, I've added an insulated hunting jacket and bibs with the technology. Both are similarly incredibly warm, quiet and breathable.

If you're a cold weather freak like I am, I would highly recommend checking out this new technology. I'm a fan!

-Sean-