2024.04.30

Water-Repellent & Windproof Functions Available for Just over 10,000 Yen: The Capabilities of Marmot's 'GJ Jacket'

In today's world, where the price of almost everything is soaring, clothing is no exception. The standard outerwear for outdoor activities is also generally becoming more expensive, with high-performance models costing around 100,000 yen.

However, shells are now not only for the field, but also for daily wear in urban settings. To be frank, when it's for everyday use, you don't necessarily need such high specifications, but basic functionality, brand strength, and design are non-negotiable. Considering this, the 'GJ Jacket' from Marmot, available for just over 10,000 yen, shines brilliantly.

To discover the true appeal of the 'GJ Jacket,' we spoke with Yoshiaki Oyama, who is in charge of marketing at Marmot Japan.

PROFILE

Yoshiaki Oyama

Marketing Executive at Marmot Japan

Born in Yamaguchi Prefecture. Utilizing experience in video production, record labels, and fashion brands, he now handles marketing for sports and outdoor brands including Marmot.

The First Outdoor Wear to Use Gore-Tex

"Marmot is an outdoor brand established in 1971 by two students, Eric Reynolds and Dave Huntley, who were attending the University of California at the time. The brand name comes from the mountaineering club they started, called Marmot Club. Initially, they produced down wear and sleeping bags in the dormitory but later opened Marmot Mountain Works, a retail store for outdoor gear in Colorado in 1974."

How did this small garage brand succeed at expanding the business?

"One of the founding members was approached by a Hollywood movie producer and asked to make 108 down jackets in one week. Marmot successfully completed the mission, and those down jackets were used in the movie 'The Eiger Sanction' starring Clint Eastwood. This reportedly contributed to increasing the brand's visibility at the time."

The encounter with a particular material significantly altered the destiny of the brand.

"Gore-Tex. While this functional material is now widely known, it was hardly recognized in the mid-1970s when Marmot began to focus on its potential. They introduced various products using Gore-Tex, including sleeping bags and clothing, one of which was the iconic shell jacket 'All-Weather Parka.' This jacket is said to be the first outdoor wear to use Gore-Tex."

'All-Weather Parka,' the current model. While faithfully reproducing the details from its debut, the silhouette has been updated to a contemporary style. Available in three colors. Priced at 35,200 yen (tax included)

As an aside, the 'All-Weather Parka' is identical to the 'GEN1 Gore-Tex Parka' used by the US Army starting in the 1980s under their 'ECWCS (Extended Cold Weather Clothing System)'. This parka, immensely popular in the vintage market, is said to have been inspired by the 'All-Weather Parka.'

In other words, when it comes to Marmot's shells, they are considered iconic pieces that leave a mark on the history of outdoor activities.