CATEGORY: THE GREAT OUTDOORS
BRAND: MONS ROYALE
INTERVIEWEE: RICHARD BIRKBY
Outdoor Apparel SS18
Do you feature a designated Outdoor collection or do you integrate Outdoor Clothing into your main line?
Yes. Coming from the base layer category, all of our gear is intended for “outdoor” use, but the SS18 collection features 3 capsules: Bike – a mountain bike specific set of garments. Active – Intended for mountain running, training and active outdoor sports and Adventure – which is designed as a highly functional yet stylish set of clothes for travel, hiking or similar pursuits.
What are the main requirements in Outdoor Apparel in general and how do you target that in your collection?
High performance is critical. The garment needs to function the way it’s supposed to and ensure the wearer remains comfortable throughout their experience. At the same time, we see couple of different types of user – those who are committed to high performance and look for features and benefits that will help them perform better, go faster, higher, do more and those who are perhaps less serious in their approach but still need garments that work well and look good.
What are the emerging trends in this segment?
We think there’s a really interesting place where the activewear trend meets endurance sport. Where high performance garments can see the wearer through a trail marathon and yet still look on-trend in the more urbane environment of the gym/health club.
What marketing stories are you telling here?
We’ve introduced a Tencel/Merino blend that’s incredibly light and soft yet really cool to wear. It feels great in warm climes and looks amazing. It’s perfect for travel.
What about silhouettes, looks & styles?
Colour blocks and panels feature strongly in a slim athletic fit. The “active” collection has been designed around the archetypal mountain town “strong girl”. She’s fit and fearless and when the snow is melted and she’s not ski touring or splitboarding she’s indulging her sense of adventure both at home or abroad.
Please talk us through your 3 of your key products for 2018:
Bella Tech Zip Tee: This high performance zip tee will air-condition any adventure. The slim fit with contoured body keeps things close but comfortable and the half zip lets you vent when things heat up. A drop tail covers your bum whilst raglan sleeves give maximum freedom of movement. Flatlocked seams provide exceptional comfort.
Estelle LS: Ultra cool, ultra light – this Merino/Tencel top is perfect for warm weather travel and adventure. The relaxed fit means you can throw it on anywhere any time and the new Merino/Tencel blend fabric is light weight, cool to wear and naturally resists odour.
Primo T: Designed from the shores of Lake Wanaka, New Zealand. Worn on adventures the world over. Mons’ standard fit strikes a balance between high performance and everyday wear. The integrated microfibre sunglass wipe keeps your vision clear.