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Helly Hansen Launches LIFA® Face Masks, with All Profits in the U.S. Supporting The Conservation Alliance

October 7, 2020

Media Contact

Alexa McRoberts
Verde Brand Communications

Bend, Ore.

Helly Hansen today announced a new initiative to support The Conservation Alliance with the launch of its new line of LIFA® face masks. All profits from U.S. sales of the new masks will directly support The Conservation Alliance, a coalition of companies committed to protecting North America’s wild places.

A mainstay of the outdoor industry, Norway-based Helly Hansen joined The Conservation Alliance in 2016 and has provided additional support to the Alliance in previous years through Earth Day fundraisers. This current face mask initiative exemplifies the company’s ongoing promise to respect, protect and promote safety, health and the environment.

“We are proud to demonstrate our commitment to the health and wellbeing of our customers as well as our commitment to protecting North America’s wild spaces,” said Brady Barry, Marketing Manager at Helly Hansen U.S.

“We are deeply appreciative of this initiative from our friends at Helly Hansen,” said Conor McElyea, Program Manager at The Conservation Alliance. “This generous donation will allow us to elevate our work in support of wild places while encouraging responsible recreation during the current pandemic.”

Helly Hansen’s LIFA® face masks are designed with a three-layer protective system including the proprietary LIFA® fabric providing comfort and quick dry properties. It is intended for use by non-health professionals to promote group protection, in both indoor and outdoor spaces. The mask features a filter offering broad-spectrum filtration efficiency.  

The LIFA® face masks are not classified as medical devices or personal protective equipment but are intended for use as a complement to the recommended protection and hygiene measures following social distancing rules, which is essential for the control of COVID-19. For more information or to purchase a mask, visit the Helly Hansen website

About The Conservation Alliance:
The Conservation Alliance is an organization of like-minded businesses whose collective contributions support grassroots environmental organizations and their efforts to protect wild places where outdoor enthusiasts recreate. Alliance funds have played a key role in protecting rivers, trails, wildlands and climbing areas throughout North America. Membership in the Alliance is open to all companies who care about protecting our most threatened wild places for habitat and outdoor recreation. Since its inception in 1989, The Conservation Alliance has contributed more than $24 million, awarded 720 grants, helped to protect more than 73 million acres of wildlands and 3,575 miles of rivers; stop or remove 35 dams; designate five marine reserves; and purchase 17 climbing areas. For complete information about The Conservation Alliance, visit

About Helly Hansen:
Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive.  Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry Technology, and today’s award winning and patented H2Flow™ temperature regulating system. 

Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its ski uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations around the world. Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries and trusted by outdoor professionals and enthusiasts around the world. To learn more about Helly Hansen’s latest collections, visit