Marmot Capital Is a New Brand Built on 50 Years of Gear

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For Kikuno, Marmot’s rich, 50-year legacy serves as a treasure trove to fuel her creativity. “At first it was a little overwhelming for me to direct a brand with a long history,” Kikuno says. Marmot’s archives span decades of silhouettes and styles, and provide critical references to draw from while exploring new directions.

In some form, her new role at Marmot is a return to her roots exploring vintage magazines and channeling heritage looks, and her designs embody the vision of “new vintage,” reimagining past aesthetics for the modern consumer. Marmot Capital is by no means a blank slate; instead, it’s an opportunity to blend past and present into a fresh, elevated narrative that challenges preconceived notions about the outdoor gear maker’s identity and audience.

In a world where more people are embracing the outdoors than ever before and the gorpcore trend continues on with full momentum, Marmot’s attempt to reach beyond hardcore outdoor enthusiasts to engage fashion and streetwear consumers might seem long-anticipated and even a little late—if not for the careful attention Kikuno has applied to it. The awaited and welcome result: a collection of products that achieve fashion and function; that are playful, yet perform; that build on heritage while exploring new horizons.

Source: https://fieldmag.herokuapp.com/articles/marmot-capital-kikuno-kiki