_IN PROCESS
EP.19 | MONCLER
To help you better understand how today’s hot names find success, we gotta take the time to study how the established brands blew up.
In this episode, we’re taking a look at one of the pop-culture’s current status symbols- Moncler.
Moncler is an Italian brand that’s evolved from providing high-quality ski equipment, to making high-end outerwear for the past 60 years. In order for a brand to become a symbol of luxury, you gotta pass the test for high performance, quality, & functionality.
Moncler wasn’t huge or trendy from the start, but because of their personal attachment towards climbing & mountaineering, they made products based on safety and utility. As the company grew, Monlcler started making down jackets, salopettes, gloves and accessories for the protection against harsh climatic conditions. These field-tested items continued to re-enfoce the brand’s reputation.
Moncler rose to worldwide fame & recognition when their down jackets were chosen for the Italian expedition to K2- is the world’s 2nd highest mountain. The expedition was a phenomenal success. The Italian duo, Achille Compagnoni & Lino Lacedelli climbed the summit of K2 for the first time in history. This allowed Moncler to be recognized as pioneers. More power moves were made, as the 1968 Olympic French downhill ski team stayed freshly dipped in Moncler. Even though they weren’t a fashion-focused brand yet, Moncler’s aesthetic was always recognized for exquisite and elegant build quality.
51 years after being founded, Moncler was purchased by an Italian entrepreneur named Remo Ruffini. His vision was to turn Moncler’s jackets from their niche use as athletic equipment, into a fashionable luxury outfit. These flashy looks attracted the European youth culture. They were the alternative to dull winter wear, and people began to see Moncler as luxury fashion brand.
Moncler constantly experiments with new designers to stay fresh. You can’t risk getting stagnant, even if you focus on a timeless look. Whatever your creative projects are, inject new life into them as much as you can.
Though all many frequent streetwear collabos, Moncler isn't looking to have just another logo slapped on their jackets- they want the living material of the brand to go on a different expedition. They’re pushing the limits of what their products are capable of, something that’s been worked into the brand from the beginning.
It doesn’t matter what kind of stuff you create- music, fashion, art… What matters is that you can facilitate an evolution in your field.
Moncler’s heritage is solidified. No matter what they make, there’s a sense of adventure attached to it. Maybe they will stay this route for now, attaching their name to the new generation of creative explorers. Or maybe they’ll bring their expressive visuals back to the mountains, and influence the next wave of climbers. Either way, Moncler proves that you have to endure all elements to come out on top.
That’s what it means to Push Product.
---
push-product.com
Instagram @pushproduct
CHECK OUT OUR MERCH INSPIRED BY THIS VIDEO
pushproduct1.m...
10 сен 2024
