Hunting World X Descente's Bold Fusion of 'Tradition and Innovation'

Launched in Fall/Winter 2023, the 'Hunting World Crafted by Descente.Lab' is a collaborative project between Hunting World and Descente. How did these two brands—a premium luxury label with outdoor roots and a high-end sports brand—from seemingly different worlds end up joining forces? We sat down with Mitsuru Yamada of Descente Japan Inc. to get the inside scoop on the partnership and the innovative products that have emerged from their combined know-how.

Hunting World was founded in 1965 by adventurer Robert M. Lee. The brand's bags, featuring the innovative and durable material "BATTUE CLOTH", were a hit with fashionistas worldwide for blending rugged outdoor functionality with a polished design, cementing its status as a premier fashion label.

"Hunting World has a rich history, but it was primarily known for its signature bags and garments," explains Yamada. "They approached us to help them bolster their apparel line."

On the other side of the partnership is Descente, a company founded in 1935 that has built its reputation on developing high-performance materials to support top athletes.

"Even though we're both in the apparel business, our strengths are in different areas, so at first, we struggled to figure out how we could work together," he says. "That's when we landed on a concept that felt right for us: 'AUTHENTICITY MEETS TECHNICAL INNOVATION'.

"The idea was to start an experimental project that would fuse the authentic world of Hunting World with Descente's cutting-edge technology."

Crafting a Product that Fuses Tradition and Innovation

Hunting World had previously brought in outside designers, releasing apparel collections that reinterpreted past masterpieces with modern sensibilities and technology to carry on the brand's history and worldview.

"However, the brand was looking for a new direction, as it was approaching the 50th anniversary of its iconic "BATTUE Collection." To help the brand evolve, we decided to launch a completely new line that would combine our respective strengths," says Yamada.

But merging two companies with such different brand cultures—authenticity and high-technology—wasn't a simple task.

"They were keen on creating something new, but we often got stuck in discussions about, 'Is this really Hunting World?' For example, take a single stitch. They look for a certain 'character' in its appearance. We, on the other hand, prioritize function above all else, so we try to eliminate stitches wherever possible. Our mindsets were polar opposites."

To bridge this gap, Yamada dove deep into the founder's archives to uncover the true essence of the Hunting World brand.

"'BATTUE CLOTH' might seem classic now, but it was incredibly innovative when it was first released. As I went through the archives, I realized that what the founder truly wanted to achieve was 'state-of-the-art craftsmanship.' I saw that this was a philosophy we shared with Descente."

With this insight, Yamada proposed they focus not on mimicking a 'look,' but on embodying a shared 'philosophy' of craftsmanship.

"Things that were impossible back then are achievable with today's technology. I thought, 'If he were alive today, he'd probably be fascinated by these kinds of technical materials.' So we decided to preserve the philosophical core of Hunting World while infusing it with Descente's signature technology."

Expressing Brand Identity Through Material Innovation

The solution they landed on was material development. They decided to recreate the classic, authentic materials Hunting World was known for, but using advanced synthetic fibers.

"In the first year, we started with the suede-like "Synthetic Suede." That was followed by leather, tweed, linen, and this season, we're taking on velour. For the "Synthetic Velour," we've bonded a waterproof film to the back to create a two-layer fabric. We worked meticulously to find the perfect bonding pressure to ensure the velour's pile wouldn't get crushed and it wouldn't have an unnatural sheen."

There's a reason we take the time to develop synthetic fibers that recreate the look and feel of natural materials.

"The main benefit is how easy they are to care for. For example, natural suede can't be washed, whereas our synthetic fibers can go right into the washing machine and dryer. It's also possible to make shirts that feel like cotton but resist wrinkles. We see this as a huge plus for our customers."

Descente's technical skill shines through not just in the materials, but also in the construction.

"We have a design philosophy we call 'Form Follows Function.' To put it simply, 'form follows function.' The idea is that function is what ultimately dictates the form.

For instance, on the down jacket made with synthetic velour, instead of using stitches for the baffles of the inner down packs, we use a breathable tape. This creates a structure where only air can move, reducing any feeling of constriction and improving freedom of movement."

Down feathers naturally spring back to shape even when compressed, so allowing air to flow doesn't compromise their insulating properties. That's why it's designed for the modern city dweller—who might be driving or frequently moving between indoors and outdoors—to ensure comfort and ease of movement are just as crucial as warmth.

"Furthermore, down loses its insulating ability when wet, so in addition to a two-layer structure of synthetic velour and a waterproof film, we've applied a highly water-resistant, highly breathable laminate to the lining. We've also applied waterproof seam tape to the inside of the seams to stop any moisture from getting inside the jacket."

Descente's technical know-how is also evident in the finer details, like the detachable hood, gusseted pockets, and one-touch adjustable sleeve buckles.

This collaboration has been a huge source of inspiration not only for Hunting World but also for Descente itself.

"Descente's products primarily use synthetic fibers; we haven't ventured much into natural materials. But the technology behind synthetic fibers has evolved at an astonishing rate. The question is, how well can we replicate natural materials using these cutting-edge techniques?

This challenge pushes the boundaries of what's possible with synthetic fibers, and I'm confident it will prove vital for our own future product development. While our goal is to help elevate Hunting World's potential, this process ultimately enhances Descente's own value in return.

Our commitment to a 'function-first' philosophy stems from a desire to create new value by pushing functionality to its absolute limits, ultimately aiming to emotionally connect with the people who use our products. We aim to leverage that functionality to unlock a new dimension of appeal for Hunting World."

Rebuilding a brand's 'identity' through technology leads to its evolution. "HUNTING WORLD CRAFTED BY DESCENTE.LAB" represents a redefinition of the classic. At the intersection where authentic and technical merge, a vision of future craftsmanship emerges.