Mammut Really Wants to Be “Mountainwear”

Honestly, when Mammut initially launched their marketing slogan “Not a Streetwear brand“ I thought it was kinda lame, but now that they are doubling down on it with the follow up: “It’s time to give mountainwear the life it deserves” I kind of dig it. The new videos has folks show up in urban setting giving Mammut wearers a citation for wearing the clothing made for the mountains in a city.

…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.

Is it still a bit corny? Yes, but overall they are making fun of themselves, and that feels wholesome.