HELLO #87
Eco considerations were once considered a luxury, however, with the rise of consumer awareness and corporate social responsibility the topic is shifting more and more into focus. Accordingly, as the savvy consumer strives to detangle themselves from the ties of a disposable culture, they now require fewer products, but made to a higher standard. Before, for example, a brand may have intended for its jacket to be worn purely on the mountain, but now it’s expected to work in the snowy mountains, on a rainy commute or for going fishing in.
We saw it a number of years ago with snowboard brands who wanted their customer to feel just as comfortable at après ski in their jacket as they did on the hill, hence cuts became slimmer and cleaner, allowing for outerwear to be worn discretely on and off the mountain. These lines have continued to blur over the years and with last summer’s explosion of wanderlust sparking a surge in the outdoor segment, many boardsports brands are keen fo
