The James Brand SS21 Great Outdoors Preview

The James Brand SS21 Great Outdoors Preview

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

How is Covid-19 impacting your business and can you see any opportunities for the Camping market as a result of the pandemic?
Covid-19 gave us a real shock. Many of our partners had to shut their doors around the globe and many of them still have not re-opened.

The good news is that our online business and key online retailers have been really strong.

This is a time when people go to the brands that they identify with for strength, they can also discover products for their daily needs.

For camping, we’ve seen a lot of people really trying to get outside due to the fact that they will travel more locally this year.

What are the major trends in the camping segment in spring/summer 2021?
From the camping perspective, we’ve seen a decrease in the car-camping experience and an increase in interest in the true backcountry market.

People want to getaway. They are looking for lightweight, durable gear that they can use to really push out into the backcountry instead of staying local, and making adventure a 2.0 experience.

Where have you positioned your brand in the market and why?
We position The James Brand (TJB) right at the intersection of urban life and outdoor adventure.

We do this because the majority of our customers live in or close to the city, but long for the outdoors and head there as soon as the workday or workweek is over.

We want our products to easily move between both the urban and the outdoor environment and make it easy!

Which items should every nature lover take with him on the next outdoor adventure?
We are biased, but you should always have a pocket knife with you, you can’t imagine everything you can do with a pocket knife into your day, and make your life easier.

The James Brand SS21 Great Outdoors

The James Brand, The Ellis

You never know what jams it will get you out of, but it’s nearly guaranteed to get some use and make your day outdoors a bit better.

You should also have a powerful LED flashlight handy, as well as a compass of some kind, and a way to start a fire.

We hate to say it, but it’s good to have your phone with you, but we’d suggest putting it in airplane mode and trying to only use it as a camera.

How has Covid-19 affected your SS21 sell in plans (delays/ range cancellations/ carry over)?
We had some major new projects that got pushed into 2021.

We’ve had to work hard to re-adjust the calendar to get it all to work.

It has not been easy, but we are in great shape now and shipping on time. It’s been a good exercise for the brand to see how flexible we can be in the situation.

Please talk us through your 2-3 of your key products for 2021.
The Pike is a new version of one of our favorite silhouettes.

The James Brand SS21 Great Outdoors

The James Brand, The Pike

It’s designed as a true pocket knife: small, beautiful, and very functional.

It’s designed to go inside your pocket at the beginning of the day and then go back on your dresser at the end, and it is reminiscent of pocket knives that were popular in the 1950s and 1960s.

It’s a modern take on a classic form, and it’s designed to be right there whenever you need it.

We really like the balance of pure functionality and aesthetics with this one.

The Ellis is our take on a multifunctional pocket knife. It’s probably our most versatile product, with a partially serrated blade, a bottle opener, a flathead screwdriver, and a pry/scraper, there’s not much that the Ellis can’t help with.

Brand Previews

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Retail Buyer’s Guides

Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods 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

Snowboard Boots FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019

Facemasks FW19/20

Powsurf FW19/20

Beanies FW19/20

Wetsuits FW19/20

Cruisers 2019

Goggles FW19/20

Snow Safety FW19/20

Socks 2019

Snowboards FW19/20

Snow Helmets FW19/20


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