Today, as is often the case, we’re casting admiring glances to Scandinavia, a place where the great outdoors isn’t some sort of post-covid trend, it is part of everyday life.
Take Klättermusen, for example. Sure, if this were 1200 years ago these suave Swedes would have probably mobbed up with the Danes and tried to conquer us. But these days, the message they’re keen to impress on us is a familiar one. They’re really good at clothes and they know their way around nature. And furthermore, they want to encourage us to form the same strong bond they themselves have with nature, one so strong you can barely see the join.
For SS26, Klättermusen taps straight into their outdoor lineage with ‘Go Feel Wild’, a campaign that stands behind a message favouring instinct over explanation. It’s less about conquering the outdoors, more about becoming part of it. As we’ve said, the Vikings did all their conquering ages ago. A brand these days must mean something more than mere garments. That’s what this concept is about, reframing our relationship with nature so that it becomes part of us all, and us part of it. Klättermusen’s gear is built to carry that message.
In addition to the strong outdoor messaging, Klättermusen have working alongside Stockholm creatives The Bunch to bring some of the old Norse myths into the present via a short film which we reckon you should watch here.
Proper’s own personal history with the climbing mouse (that’s what Klättermusen means fyi) extends back well over a decade. Back then, I was working freelance for Oi Polloi and a few other brands, and Klättermusen engaged me to write a huge amount of product descriptions for their website. This was my first window into Norse mythology, as most of their products back then – as now – were named after Norse figures. Each item takes on some sort of characteristic of the Norse entity that gives it its name. While historical context and a strong message are important, the visuals need to stand up, too. And predictably, they don’t struggle in that department, either.
The most pertinent drop (releasing today, in fact) for SS26 follows the aforementioned Go Feel Wild message with a version edited for a trail-running aesthetic, Go Feel Free. With it comes all of the appropriate accoutrements for the more energetic out there, via a trail-running theme.
Take a closer look here.
