Not everyone climbs the very limit of endurance. Not everyone is pushing grades in the harshest weather conditions. Outdoor marketing can sometimes be guilty of creating an elitist, macho myth.
Mountain Equipment’s Drilite fabric is aimed at the huge section of the market who still push themselves in the outdoors, but aren’t full time climbers or outdoor professionals. Outsider thinking placed the customer at the heart of the launch – asking them the question of how they wanted to challenge themselves.