The Engine Room: Why We Choose                PrimaLoft® Insulation.

At Guvnor, we don't just stitch fabric together; we engineer armour against the elements. When it came to choosing the insulation for our jackets, there was only ever one candidate. While other "premium" brands cut costs with generic polyester wadding or standard "eco-fill," we went straight to the top of the food chain: Primaloft® Insulation.

Here is exactly what it is, why we use it, and why we will never use anything else.

1. What is Primaloft?

Primaloft is a high-performance synthetic microfiber thermal insulation. But that's the textbook definition. Here is the Guvnor definition: It is the only material on earth that mimics the warmth of down feathers while remaining waterproof.

The History: Primaloft wasn't created for fashion week. It was commissioned by the United States Military in the 1980s. The Army had a problem: natural goose down is incredibly warm, but the second it gets wet, it collapses, loses all heat, and becomes useless. They needed a synthetic alternative that was lightweight, packable, and—crucially—could keep a soldier warm even when soaked through. Primaloft was the answer.

2. Why Guvnor Uses It

We chose Primaloft because it aligns perfectly with the reality of life in Britain.

• The British Weather Factor: We don't live in a dry climate. If you are working on a site, waiting for a train, or standing on the terraces, you are going to get wet. Down fails in the rain. Primaloft does not.

• Hydrophobic Engineering: Primaloft fibres are treated to be water-resistant. They form a tight network of air pockets that trap body heat. Even if the jacket gets drenched, the insulation retains 96% of its warmth.

• Durability: Cheap insulation "clumps" over time, leaving you with cold spots. Primaloft is engineered to withstand the rigours of movement and manual labour. It stays lofted, stays warm, and stays where it's meant to be.

3. Aligned to Our Values

Using Primaloft isn't just a design choice; it's a statement of intent.

• Military Heritage: Just like Guvnor, Primaloft was forged in the fires of military necessity. It represents resilience under pressure.

• No Compromise: It costs significantly more to use Primaloft than generic fillers. We pay that price because "good enough" isn't in our vocabulary. We believe the person wearing the jacket deserves the best protection available.

• Reliability: You show up to work every day, rain or shine. Your gear needs to have that same reliability. Primaloft doesn't take days off.

The Guvnor Commitment

We want to be crystal clear about our future. We are not interested in cutting corners to increase our margins. We are not interested in cheaper alternatives that look the same on paper but fail in the field.

As long as PrimaLoft® Insulation exists, Guvnor will use it.

It is, quite simply, the best insulation in the world. And until something better is invented that can beat it in a fight against the British winter, it is the only thing we will ever put inside our jackets.