Mammut: “Not A Streetwear Brand”

From their press release:

Last night, Swiss outdoor sports brand Mammut made a bold statement in central London with a spectacular activation aimed at awakening both dormant and new mountain enthusiasts, encouraging them to embrace the outdoors.

I don’t understand the “negative message” of proudly claiming to NOT be something. Say what you are. Celebrate it, invite people to join and inspire them. Don’t dig at other brands by saying what you’re not. Especially not if you’re Mammut and you probably sell a huge percentage of your product to people wearing it “on the street” and not just for serious mountaineering expeditions.

Mammut too is one of the outdoor companies with longstanding history and huge brand appeal, but now owned by some random private equity company.

According to Wikipedia:

The Mammut Sports Group belongs to the London-based investment firm Telemos Capital, a private equity company.

There are very few outdoor brands still in charge of their own destiny, sadly.