24 & 25 JULY 2019 | OLD TRUMAN BREWERY

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28 June 2019

The Jacket Required SS20 Line Up: Osprey




As customers start looking for experiences over brands alone, outdoor and lifestyle labels have grown in popularity in today’s fashion sphere. That’s why outdoor brand Osprey have decided to join us for their first season at Jacket Required, bringing function back to fashion. We spoke to Millie Stroud from the iconic brand to find out a little more.
 

Tell us the story behind Osprey – how did the brand start?

Osprey was born in California, 1974, at the seat of a single sewing machine, with a head full of ideas and a desire to design and build innovative backpacks to the highest quality. The Osprey brand was started by our founder and chief designer, Mike Pfotenhauer in Santa Cruz, California. Mike loved to make products for himself and friends, and he soon expanded into building packs for local people in Santa Cruz. He loved building gear and listening to stories about how that gear had travelled to some peaks or around the world. The brand soon built up a cult following of climbers, hikers and outdoor fanatics.

 

What is your All Mighty campaign? How important is it to you to ensure you’re working sustainably?


For us, sustainability has always started with great product design – this ensures that our packs will continue to be used for decades. It also means being able to repair our packs, when they have met with an accident or excessive wear, to be able to bring them back to full function (this links to our All Mighty Guarantee). We are also committed to be the leader in sustainability for the outdoor hard goods category. This means we have a focus on our three pillars of sustainability: chemistry, materials and corporate social responsibility.

 

How would you describe the Osprey aesthetic?

Our aesthetic comes out of our innovative design, with form always following function. Like the Osprey bird which is uniquely designed for a specific purpose…sea fishing. Our founder Mike Pfotenhauer, is also our chief designer, and so great design has always been the most important driver of the brand’s success. Our latest ranges, Archeon and Arcane, are focused more on urban lifestyles and so the look is more minimalist, or “essentialist”, as we term it.

 

Why do you think the popularity of outdoor apparel with consumers is on the rise?

Many consumers have become disillusioned with fast fashion excess, and instead are increasingly looking for brands that create ‘products for life’. Things that are created for long term style and enjoyment. They are often ‘over-engineered’ and age gracefully, or can be refurbished, if necessary. Many outdoor brands were created out of a deep passion for particular activities, they have real stories and provenance which gives them integrity. And most importantly, they can be put into an awesome look!

 

Why are you exhibiting at Jacket Required this season?


We are keen to show the Osprey brand’s unique combination of functionality and design style. Our SS20 range launches many new products that will work for global retailers and consumers. We haven’t been to Jacket Required before, so we are keen to set out our range for consideration by the style opinion-leaders!

 

What will you be bringing to the SS20 edition?

What we bring is focus. We specialise only in backpacks and that’s why we believe they are the best; we have no distractions. This new season we will be showing both core iconic pieces, our classics, plus, new ranges that have our highest levels of sustainability, functionality and design yet. In short, we hope to bring a little fresh inspiration.


Showcase next to Osprey and discover more exciting emerging and established brands. Join us at Jacket Required SS20 on 24th & 25th July 2019.
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