Please provide an overview of how 2021/22 is shaping up for your brand. Has COVID-19 affected your line? If so, please explain the changes you have made, and how you came to these decisions.
If anything, COVID is continuing to push more people into the backcountry. As a result, there is more demand for uphill specific outerwear and layering from brands that are native in this space. Movement focused outerwear and apparel is already our focus, so we are happy to continue to bring functional, sustainable and timeless products to this space.
What is the overall theme behind your FW 22/23 outerwear range? From which big trends do you take your inspiration?
As mentioned before, we see a continued trend of snowboarders discovering the backcountry and wanting evolved function out of their daily softgood pieces, while still using the least harmful materials.
What new fits / silhouettes are coming out in FW 22/23? What pant and jacket styles are most important in your range?
The new High Sierra Pro Pant is one of the highlight new additions to the men’s line. We introduced the High Sierra Pant last season and the Pro version is made with the same stretch recycled nylon softshell material, but we added a waterproof seat and knees for added snow protection. The Pro pant also has vent zips for those really warm days on the glacier. The new Shralpinist Stretch 3L Jacket and Bib are another important addition to our men’s line. The Shralpinist Stretch pieces are storm and expedition ready pieces made from 100% recycled three-layer 30K waterproof / 30K breathable four-way stretch fabric that are designed for endurance days in the mountains in variable weather.
What new colours / prints are you introducing?
The MTN Surf collection features a striking mountain print that we worked on with our long time artistic collaborator RP Roberts. RP is a UK artist that has designed dozens of our board graphics over the years. Overall, we try to use timeless colors that are radiant and found in nature. Highlight colors of the men’s collection are Ash Blue and Obsidian Red.
Any *NEW* technical stories with regards to fabrics and materials?
Every piece in the men’s line is built with the most sustainable materials possible. All of our materials are Oekotex and/or Bluesign certified, and a vast majority are recycled. We also use only 100% organic cotton, 100% recycled down and 100% non-mulesed merino wool. One of the highlight fabrics in the men’s line is our 3L stretch fabric that is made from 100% recycled three-layer 30K waterproof / 30K breathable four-way stretch fabric that’s soft-to-the-touch and designed to offer supreme protection without ever feeling restrictive.
What are your top marketing stories for FW 22/23? This will help us to put some focus in the right place.
One of our primary marketing focuses for 22/23 will be to highlight the unique versatility and functionality of the three men’s collections. We will also continue to promote the environmental responsibility of all our outerwear and showcase the design process that Jeremy Jones and the Jones outerwear team put into creating and refine new apparel pieces.
Outerwear Best Sellers/Hero products
The Men’s Shralpinist Stretch 3L Jacket and Pant are built for moving fast in variable weather – blending performance, comfort and sustainability with an ergonomic fit. The jacket and pant are made from 100% recycled, three-layer 30K waterproof / 30K breathable four-way stretch fabric that’s soft-to-the-touch and designed to offer supreme protection without ever feeling restrictive.
The MTN Surf Jacket, Bib and Anorak are designed to be super comfortable and versatile everyday outerwear pieces. These pieces feature a relaxed fit and a high performance, body mapped fabric layout that uses two unique partially recycled polyester fabrics. Areas where you most often get wet, are made with rugged, abrasion resistant two-layer 20K waterproof / 20K breathable ripstop fabric, and areas where temperature regulation is critical, are made with two-layer, four-way stretch 20K waterproof / 20K breathable fabric.
The High Sierra Pro Pant asks you to open your mind to a high performance touring pant alternative. The pants are made from a stretch recycled nylon softshell material with the added protection of rugged two- layer 20K waterproof / 20K breathable stretch fabric on the seat and knees. The body mapped fabrics offer added insurance if you get caught in a rogue storm or you’re slashing pow.
BASE LAYER FOCUS
What’s your base layer strategy for FW 22/23? Please let us know your tech innovations, materials, colours and price points.
We are expanding on our popular base layer program by adding two new long sleeve base layers, one made with 100% recycled poly and one made with 100% Merino. We have had great feedback from team and customers about our base layers’ slightly loose fit that offers nice airflow and adapts well to year round use for other activities like hiking and mountain biking.