Marmot Chooses Joy Over Suffering
May 12, 2021
Rohnert Park, Calif. – Marmot wants the outdoor industry to stop selling suffering. It’s time to reach new consumers and celebrate the real reason we all go outdoors: fun and friends.
Marmot has completely refreshed, revamped and reinvented the category. Their Spring 2022 line looks like nothing else in the market. It’s a mash-up of the technical performance they’ve always been known for and a bold vision of versatility, style and play that they will be known for starting in Spring 2022.
While the world was hunkered down under COVID, things have been happening at Marmot. Since last March, the business has restaffed with new hires in every department, poaching expertise from The North Face, Athleta, Mountain Hardwear and Gap Inc. The leadership is almost entirely new, with a new GM who arrived in January of this year to lead a new brand and product strategy.
The brand has an entirely new line for 2022, a blend of their 50-year history of performance technologies from Gore-Tex, Pertex and Polartec and a new approach to function and aesthetic aimed directly at the emerging outdoor consumer. Designs are versatile and cross-functional to appeal to today’s multi-sport athlete. Styling is modern and suited to the hybrid needs of Millennial and GenZ consumers. “Nobody wants to walk into a coffee shop dressed like a superhero,” says Director of Creative Ruth Beatty.
Highlights include a completely redesigned down bag series with innovative temperature regulation and comfort features, new tent designs with added usability elements and an aesthetic approach to equipment that moves far beyond the staid royal blues and forest greens of traditional tents and bags.
The brand promise has been re-tuned to a younger and more diverse consumer with a focus on community and the pursuit of fun that gave birth to the brand in the 1970s as the Marmot Mountain Club. “The brand began with the idea of building a community for everyone who values outdoor fun above all else. That’s our focus today,” says Director of Brand Chris Harges. “Too many brands have forgotten why we all go outdoors. It’s not just about achievement and first-ascents. It’s the fun and the friends that refuel your soul.”
“I couldn’t be more excited about the future for Marmot,” says Vice President and General Manager Marty Roos. “We’re re-investing in technology and product performance in a contemporary and forward-looking way that has re-energized our team and our industry partners.”
Marmot’s spring 2022 collection, “The New Outdoors,” will be available for pre-booking in mid-May this year.
ABOUT MARMOT MOUNTAIN, LLC
Marmot is an award-winning, globally distributed brand of high-performance, technical clothing, apparel and equipment. Since 1974, Marmot products have been worn by climbers, skiers, mountaineers and adventurers world-wide. Marmot works with professional mountain guides, world-class athletes and expeditions—pushing the limits of product innovation and technology— pioneering what is possible in the most extreme environments on earth. For more information about Marmot please visit www.marmot.com.