# Milkweed-Insulated Outerwear Quartz Co.'s 'Milkweed Collection' Features Vegan-Friendly Jackets By Laura McQuarrie | Published 2018-12-13 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/insulated-outerwear References: [livekindly.co](https://www.livekindly.co/quartz-co-vegan-down-jackets-milkweed/) & [quartz-co](https://quartz-co.ca/collections/milkweed) Canadian fashion brands undoubtedly know the importance of creating [insulated outerwear styles](https://www.trendhunter.com/trends/uniqlo-puffertech) to keep people warm throughout the many winter months of the year but many consumers are looking to avoid down in favor of vegan-friendly, [cruelty-free alternatives](https://www.trendhunter.com/trends/knit-kite-jacket). Quartz Co. is a Canadian outerwear brand that introduced its 'Milkweed Collection' in collaboration with Altitude Sports and the Monark Cooperative. As its name suggests, the collection introduces durable [parka jackets](https://www.trendhunter.com/trends/padded-collection) that are insulated with milkweed—best known as butterfly food—an entirely plant-based resource. As well as being advantageous for its cruelty-free qualities, milkweed is also said to have a great thermal capacity, the ability to retain heat even when compressed and only a small amount is needed to insulate a winter jacket, which makes for lightweight designs. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 40% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Vegan-friendly Outerwear:** The rise in consumer demand for vegan-friendly, cruelty-free alternatives in the outerwear industry presents opportunities for brands to create innovative, milkweed-insulated jackets. - **Sustainable Insulation:** Utilizing plant-based resources like milkweed for insulation in outerwear not only provides a cruelty-free option but also opens up possibilities for sustainable and eco-friendly innovations in the fashion industry. - **Lightweight Winter Jackets:** The lightweight properties of milkweed insulation offer a disruptive opportunity for brands to create comfortable, stylish winter jackets that provide ample warmth without the bulk. ### Industries Being Reshaped - **Fashion:** The fashion industry can embrace the trend of milkweed-insulated outerwear by incorporating sustainable and vegan-friendly materials into their designs while offering lightweight and warm options for consumers. - **Outdoor Gear:** The outdoor gear industry can tap into the milkweed insulation trend by developing innovative jackets and parkas that provide excellent thermal capacity and sustainability, catering to eco-conscious adventurers. - **Textile Manufacturing:** For textile manufacturers, the use of milkweed as insulation presents an opportunity to explore new production techniques and materials that align with the growing demand for cruelty-free and eco-friendly alternatives. ## Related on Trend Hunter - [Circular Outerwear Models](https://www.trendhunter.com/trends/templa-1.md) - [Premium Outerwear Collections](https://www.trendhunter.com/trends/rudsak-fallwinter-24.md) - [Featherlight Ultra-Rare Down Jackets](https://www.trendhunter.com/trends/eiderdown-puffer-jacket.md) - [Vegan Outwear Donations](https://www.trendhunter.com/trends/wuxly-and-mikinakoos-childrens-fund.md) - [Ethical Merino Wool Clothing](https://www.trendhunter.com/trends/knit-kite-jacket.md) - [Seasonal Outerwear Designs](https://www.trendhunter.com/trends/uniqlo-puffertech.md) - [Adaptable Faux Fur Jackets](https://www.trendhunter.com/trends/rudsaks-aspen.md) - [Circular Winter Jackets](https://www.trendhunter.com/trends/everpuff.md) - [Fashion-Forward Insulated Jackets](https://www.trendhunter.com/trends/moncler-and-jw-anderson.md)