Many people use outdoor gear in the world of streetwear. Walk into any coffee shop in a major city and there’s a decent chance you’ll see someone wearing a hat, jacket, sweater, or pants from a well known outerwear or mountainwear brand. This trend, which has seen a massive growth in popularity throughout the 2020s, is often called “gorpcore.”
Many companies see this as a great way to get their gear into more hands, spreading their clothing from mountain peaks into college study rooms, bars, and hang out spots around the world. There’s nothing inherently wrong with that. However mountainwear brand Mammut is taking a different approach, encouraging the use of their clothing for what it was designed for through a cheeky campaign.
Mountainwear in Distress
Mammut explains this campaign in pretty simple terms: they are not a streetwear brand. They have never been a streetwear brand. They will never be a streetwear brand.
“Our gear is logging more hours in coffee shops than on crags. And, its hardest task is navigating the queue for a matcha latte, instead of the route for an epic climb. We think it deserves more than that.” – Mammut
To put a stop to the misuse of gear, Mammut is forming the Mammut Mountainwear Rescue. They developed their gear alongside mountaineering experts, athletes, and product testers in the Swiss Alps and around the globe, and they think it deserves to be treated as such. This isn’t a joke, either. Those hoping to help the company’s mission can apply to be a part of the team here.
Become A Mammut Mountainwear Rescue Ranger
Mammut is genuinely hiring Mountainwear Rescue Rangers. They need people who can spot mountainwear in distress from 50 meters away and who will be willing to approach these offenders for a rather awkward conversation. Rangers who participate will help out for a two week period between the 15th and 29th of September, documenting the misuse of gear, handing out specially designed “citation tickets”, creating content for social media, and delivering Mammut goodies to the real mountainwear users. It’s quite a project.
