Sustainability is fundamental to everything Craghoppers does and this is what it calls its ‘Mindfully Made’ ethos. The brand allocates significant resources to innovating responsible manufacturing techniques and reinvests its profits into organisations which help to preserve the planet. Craghoppers garments are sturdy, trusty and consciously made.
Inspired by the 71% of Earth covered by H20, their SS23 campaign references the tones and sensibilities of water. The season’s visuals were masterminded by agency Eye_C and highlight several functionalities embedded in the products. The shoot is a stripped back affair, employing strong styling to communicate the versatility of the range. The white infinity background, blue hues and shallow pool of water in which the models are standing supply the visual cues to consider the aquatic themes of the range.
Key pieces from the season are featured such as the Dynamic Pro II Jacket, a new, breathable waterproof outer layer with pit zips to cool off when things are getting a bit steamy around the torso. The staple Kiwi trousers are also seen in action. The Kiwi range is manufactured using recycled materials with multiple variations for different conditions. The Kiwi Classics are a great all-rounder from the range, employing the brand’s Nosi Defence insect-repellent fibres and Solar Shield UPF40+ fabric. Remarkably 28 recycled bottles are used in the making of the 9 pocket pants.
NewHide is a brand new material engineered for the SS23 footwear. It is a leather made with 84% less water than traditional tanning techniques and also uses fewer chemicals and less energy too. NewHide is a necessary innovation as tanning is one of the many fabric manufacturing processes which uses unsustainable amounts of water. NewHide can be found on three different walking silhouettes all of which also feature a sturdy Vibram sole to match.
Alongside a lifetime guarantee on the majority of its products, Craghoppers action the Mindfully Made philosophy through supporting multiple planet-friendly charities. Its work with the Galapagos Conservation Trust is an excellent example in congruence with the themes of SS23. Recent work by the trust helped to log data from an endangered species of shark which was key in a campaign that helped increase the size of Ecuador’s protected waterways from 13% to 18.9%.
By buying Craghoppers not only are you receiving high quality garb at a wonderfully reasonable price point, you are also supporting a business which is supporting the very planet on which we tread. The SS23 offering is a perfect fusion of the brand’s technical know-how and its ethical practice and you can check out the full range here.