After two years in development British outdoor clothing brand, Jöttnar, launched earlier this week with a range designed specifically for mountaineers, winter climbers and all-mountain skiers.
Featuring hydrophobic (water-repellent) down and Polartec’s revolutionary NeoShell, as well as multi-functional hybrid pieces, they’ve successfully integrated some of the latest fabric technology into their line-up. All of their items have been subject to a protracted period of prototyping, testing and development and their aesthetic is discernibly stripped-down and ‘core’ in appearance.
The company’s two founders are former Royal Marines who are well-acquainted with most things cold, wet and steep – and who, along with their supporting Pro Team, have been closely involved in the design and testing of each item.
MD and co-founder, Steve Howarth, stated:
We wanted to develop a really focussed range using the best available technology we could find, and aim it squarely at that core consumer who has climbing and skiing as a central passion. It was great to start with a clean slate and to develop products with the features and performance that we ourselves, as climbers and skiers throughout our adult lives, have been wishing for.
As for any new company this is going to be a challenging market entry for us, but fundamentally we have absolute faith in our products. We have a short list of well reputed and select retailers with whom we will shortly be in touch in order to discuss exclusive retail partnerships”.
Jöttnar are one of the main sponsors of this year’s Kendal Mountain Festival and will be displaying their new range throughout the weekend. They will also be in the British section at ISPO Munich in January 14.
Their range is available now via their webshop, www.jottnar.com
Editors Note: We’ve been fortunate enough to sample a selection of these brand new products and will be releasing in-depth reviews later in the year. In the meantime, get yourself over to www.jottnar.com and check out the online catalog.