It’s time for a change: Dolomite, a traditional outdoor brand with Italian roots founded 1897, is overhauling its direction. Its history and sustainability are the two main focuses starting this with the fall/winter 2020-21 collection.
We asked Thomas Regenbogen, Dolomite’s international sales manager, what the new concept is all about.
With fall/winter 2020-21 Dolomite wants to work on its direction, first of all by putting its history more in the foreground. What does that specifically mean?
For the fall/winter ’20-’21 season we concentrate on the first conquests of K2 in 1954 (“1954 Karakorum Evo” line) and of Dhaulagiri in 1960 (“’60 Dhaulagiri” line) in boots from Dolomite. Furthermore we integrate the two expeditions into our design speech.
The same goes for the aspect of sustainability. What does it mean to turn Dolomite towards sustainability? And did the brand not act in a sustainable way before?
Two-thirds of the fall/winter ’20-’21 collection is produced with sustainable components and it’s planned to do this more and more in the future. Each eco-friendly produced article will get an eco-friendly tag. The apparel collection has partially recycled nylon, recycled filling materials and recycled downs (with QR code to find out from where). Each used fur is only fake fur. The shoe collection has partially a recycled footbed, recycled soles and laces. Dolomite acted sustainable already in the past but not so focused.
How do you want to bring the message across to buyers and distinguish from competitors, especially since tradition and sustainability are the two key words almost every brand promotes these days?
Together with the new collection we also have a new communication and marketing concept including original pictures from the expeditions, statements, interviews, videos, etc., which we will promote both online and at the POS for coming winter season. The new claim “Crafted to Perform” will unite each activity.