Outdoors Next Step - Meet the Japanese Woman Modernising a Heritage Brand
We have seen it before where heritage brands rooted in the fibres of outdoor fashion are appointing new talents to galvanize their brands, making them magnetic towards the new age of fashion-forward consumers.
Brands are beginning a nuclear fashion fissure to uphold relevancy, and as we continue to see outdoor apparel reign supreme, we see no sign of this formula stopping. Next up on the list could be the most intriguing yet though. Introducing MARMOT, a new diffusion brand by long-standing outdoor pioneer, Marmot.
What makes this new emergence so interesting is that the creative director will be none other than Kikuno Kiki, a proven talent in Tokyo, already running her own brand PURPLE THINGS which has established itself as a pillar of Japanese fashion. Whilst she can turn her hand at anything creative and ensure unparalleled results, this decision from Marmot is so special due to it further reinforcing female positions in the outdoor fashion world. A demographic that is still largely unrepresented despite the talent displayed.
Kiki looks to energize the outdoor heritage brand with MARMOT, marrying functional apparel with the urban style of the streets. Her first collection is a myriad of classics that you could expect from the Marmot family, such as fleeces, shell jackets, and trousers to equip you for nature's harsh climates, but what Kiki adds are depth and diversity.
Flirting with bold colours and exaggerated silhouettes, she helps establish a new style that still sits comfortably in the same universe as its upper entity but walks its own path; one more in line with the youth of today.
With technology such as Pertex and GORE-TEX embellishing the garments, the items are all functional whilst also boasting character. We can’t wait to see what Kiki does with this new venture and a huge congratulations to this Tokyo talent.
