The James Brand SS20 Camping Goods

The James Brand SS20 Camping Goods Preview

Retail Buyers Guide:  The Great Outdoors SS20

Brand:  The James Brand
Interviewee:  Pacome Allouis, Marketing and Sales Manager Europe & Ryan Coulter, Founder and Chief Creative Officer

The James Brand SS20 Camping Goods

How is the Camping Goods market?
The Camping Goods market is growing in Europe. After now 2 years on the ground for The James Brand, we saw more and more upcoming brands and also a move into outdoors stores and boutiques that are offering a better service, selection and knowledge around this category.

What are the major trends in the Camping Goods market next Spring/Summer?
Road trips and the outdoor experience.

What do customers expect from their Camping Gear in today’s market ? How do you cater to their demands?
Customers are ready to pay the price for a good and valuable product. You need to make sure that your products will support every activity and action in their journey and trips. Those “Every Day Carry” and outdoor customers are loyal to brands they trust.

From here, we see a real attraction/interest around this world and most of the time they’re also product collectors, so they can buy a style with all colors available!

People expect things to be highly functional, easy to use and maintain. There’s been more focus on design and ease of use over the last few years and I think that trend will continue.  People expect their gear to be low maintenance, easy to pack and store.

What are the main marketing stories behind your Camping Goods SS20 collection?
The most important story for us is the introduction of the Hell Gap, our first fixed-blade knife 100% made in USA.  It’s the knife that’s designed to go anywhere and do anything.

The Hell Gap

The Hell Gap

Please name and describe 3 highlight items from your SS20 collection.
The Ellis, which is our in-pocket multitool.  It’s the knife that we expect backpackers and campers to keep in their pocket.

Next up is the Hell Gap, our fixed-blade knife, which is the knife that we expect campers to keep in their camping box and bring along in their pack.

There’s a new knife called the Clovis coming in June. We can’t talk much about that one right now, but rest assured it’s going to be very interesting.

The Ellis

The Ellis


Brand Previews


97 James brand

Retail Buyer’s Guides

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Kites SS21

Longboards SS21

Surfboards SS21

Sunglasses SS21

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Men’s Streetwear SS21

Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Backpacks SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Snow Helmets FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20



Lyndsay McLaren, photo by Rafal Wojnowski
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