Craghoppers can be one of those brands that is easily written off by the younger generations, thinking it’s reserved purely for your dad and his mates to wear when they make their yearly trip to the Lake District, but the truth is, most of those younger folk have probably never even stopped to think why the older generation have such a fixation for it. The reason is simple, Craghoppers have been producing top-draw outdoor gear since they were founded in 1965. If you’ve never owned a pair of their classic Kiwi Pants, let’s just say you’re missing out.
The Manchester-based brand recently revealed their offerings for AW24, and there’s some good stuff to look at. The collection is titled ‘Submerge to Emerge in Nature: A New Way to Connect with the Outdoors,’ and although that’s quite a mouthful, we agree with the message Craghoppers are trying to get across.
That message is a pretty basic one – in a world full of distractions, moments of clarity are becoming less and less, and more than ever these moments are only ever truly captivated when in nature. So yeah, it’s an outdoor brand telling you to get outside more, big surprise.
But as you’d expect from a brand favourited by hardened fell-walkers whose favourite pint is Wainwrights, they aren’t just unveiling a down jacket, waterproof jacket and a pair of trousers for AW24, but a whole entourage of highly functional gear. Quick drying, convertible clobber that isn’t going to cost you an arm and a leg.
The lookbook imagery takes place on a very British-looking beach with models standing in the sea, supposedly to show you the kind of activities outdoor garments are designed for. The collection itself features a host of mid-layers, jackets, trousers and accessories. Due to us being nostalgia fiends, we’re obviously a big fan of their old logo making an appearance on a few of the items.
All bits from the Submerge to Emerge collection are available to purchase here.
