2024.10.14
The New Worldview of "MARMOT CAPITAL," Born from a Street Interpretation of Outdoor Wear
Born in California, America, "Marmot" is an outdoor brand with over 50 years of history, loved by many in Japan. From Marmot comes the new brand "MARMOT CAPITAL," born last year with a completely new concept.
Let’s delve into the charms of MARMOT CAPITAL, from the story behind its inception to the new collection for AW 2024.
Marmot's Roots: Creating Gear for Alpinists
Marmot started in 1974 in California and has since expanded to become a global outdoor brand.The origins of Marmot lie in creating gear such as sleeping bags for a university mountaineering club, and in 1976 it gained recognition for being one of the first outdoor brands to incorporate GORE-TEX material.
Today, it is a large-scale brand known for handling a wide range of outdoor gear, earning the support of many alpinists.
The Director: Kikuno, a Model & Creator
Having touched on Marmot's roots, let’s move on to the story behind the birth of MARMOT CAPITAL.A new project began to create a unique brand for Japan. To achieve something that had never been done before with Marmot, one person was brought on as a director: Kikuno, who excels in various fields as a model, designer, and video creator.
In addition to her modeling career, Kikuno also runs her own apparel brand, "PURPLE THINGS," operates her YouTube channel "STAY IN BED," and contributes to various columns on fashion and beauty, showcasing her diverse activities.
Kikuno’s “High & Low” Sense
Kikuno’s “High & Low” sensibility is vividly reflected in MARMOT CAPITAL. She understands the merits of both luxury and street styles and balances them beautifully, as evident in her use of colors and materials in her everyday looks showcased on social media and video platforms.By translating this sensibility into outdoor wear, something truly unique can be achieved, leading to the brand's development.
Collection Inspired by the U.S. Military's ECWCS (Extended Cold Weather Clothing System)
MARMOT CAPITAL features a collection inspired by the ECWCS (Extended Cold Weather Clothing System)［1］ used by the U.S. military, consisting of long sleeve T-shirts and sweatshirts, graded from lightweight to heavyweight outerwear to enhance cold resistance through layering.Additionally, another key phrase is “Back to Basic,” referencing items Kikuno selected from archives of the 1970s, 1980s, 1990s, and 2000s.
Photo: Top left LEVEL2 DRIFTWOOD CREW SWT, 22,000 yen (tax included)
Photo: Center top LEVEL5 WINDSTOPPER CERTIFIED UTILITY JACKET, 62,700 yen (tax included)
Photo: Top right LEVEL6 WINDSTOPPER LIGHT MAMMOTH JACKET, 66,000 yen (tax included)
Photo: Bottom left LEVEL4 POLARTECH FLEECE JACKET, 28,600 yen (tax included)
Photo: Bottom right LEVEL5 TOWNPUFF JACKET, 35,200 yen (tax included)
Redesigning Marmot's Iconic Item "MAMMOTH DOWN" into This Season's Must-Have
Let's take a look at a few items from the 2024AW collection. I would like to start with the highest level of layering, set at LEVEL6, featuring a heavy outer piece.Based on the iconic down jacket "MAMMOTH DOWN" that debuted in the 1980s, the "WINDSTOPPER LIGHT MAMMOTH JACKET" has been boldly redesigned with a shorter length, making it more suitable for town use with a lively design. Not only is the shorter length striking, but the unique color variations are also noteworthy.
The fabric is a 2-layer material with a membrane called "GORE-TEX WINDSTOPPER," which provides excellent wind resistance, exceptional breathability, and water resistance.
The down used has a fill power of 750, ensuring warmth and comfort even in outdoor settings.
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