Helly Pursues Pink Pound...

Great news for anyone who regards Helly Hansen's classic Lifa baselayer kit as the aesthetic equivalent of Birmingham, it's now available in a delightful - or as HH's press release would have it 'uber cool' - shade of pink...

So no more blue or black stripiness, instead you can combine all the functionality of polypropolene with unbeatable Barbara Cartland colour schemes. Joking aside, and to be honest, we're not joking, polypropolene fibres do not absorb moisture and it's claimed that lab tests show that the fabric wicks 40 times more effectively than polyester.

We're not convinced that those tests translate into similarly superior performance in the real world, however Lifa's a proven baselayer, does wick moisture and is a hell of a lot more effective than a cotton tee shirt. Also, since a change to the fabric a few years ago, it's lost the tendency to pong which earned the unenviable 'Smelly Helly' label.

The new pink collection includes Crop Top, Sleeveless T, V-neck T, Leggings, two long sleeved T designs and boxer shorts. Prices range from £15 to £28. And for those for whom pink is just a shade of fuchsia too far, HH has also announced new black and white G-string options....