At the core of sustainability is the thought to make pieces that last. Pieces that carry memory, emotions and most importantly, a story. The stories those pieces carry become part of our personal heritage and the two brands that have these elements at their core are the iconic outdoor pioneer Jack Wolfskin and Berlin-based label GmbH. “I grew up in the Norwegian countryside, and frequently had to ski to get to school, so the outdoors was never really exotic to me. It’s simply how I grew up. Playing in the forest and spotting animals just seemed normal” says Benjamin Huseby, one half of GmbH. Combining their excellent knowledge of sustainability, heritage and design, the clothes do not only look excellent, but they also outlast seasons, trends and phases.
Championing up-cycled materials, GmbH recognized sustainability as a part of their unique selling point from the very beginning. Celebrating their 40th anniversary, Jack Wolfskin is exploring the future of fashion even more by worshipping the combination of timeless design and outstanding quality. “GmbH to me represents diversity in the fashion industry – it almost feels like a kind of rebellion. A migrant duo that made it to the top through hard work. They are authentic in their approach which also is embodied in the collaboration. Open-mindedness is part of their DNA which I find relatable. The brand puts a focus on content, values and product rather than chasing trends. I am so pleased with this partnership and excited for the next one – we are always open to those that reflect our values” says Mokhtar Benbouazza, VP Marketing & Digital Jack Wolfskin.
The exclusive capsule collection represents both brands equally whilst highlighting their individual strong qualities. Abstract patterns meet quilted embroidery as well as prints. Merging their brand identities, the collection is adorned with Jack Wolfskin’s paw and GmbH’s guild logo.
Originating from the idea to represent BIPOC identities more, when it comes to hiking and outdoor campaigns, the brands have created a language communicating intercultural and multigenerational values. This capsule collection brings out the best of both brands’ worlds, fusing them into a strong statement for a better future.
