From the Sector

As technical apparel hits the streets, the mountain-focused Swiss brand Mammut is making a statement: mountain wear is for the peaks, not for the pavements! The twist? How they’re backing it up. 

Responding to the trend of overusing shell jackets, puffers, and other outdoor-engineered clothing as fashion or statement pieces, Mammut’s Fall/Winter 25/26 campaign is set to provoke debate, with ad spots already calling out “mountainwear misuse” on the streets of London. The response? The community both loves and hates it, filling comment threads with discussion over just where technical mountainwear truly belongs. 

But the campaign has only just begun. After releasing the Mission Impossible-style edit shot in London, the Mountainwear Misuse Advisory Panel (aka Mammut´s Marketing Department) returned to Switzerland to create a mockumentary skit series featuring Canadian comedian and influencer Katie Burrell as both talent and director.  

The creative was shot at Mammut Headquarters in Seon and in downtown Zürich. Joining Katie were renowned Mammut athletes Jakob Schubert and Lindsey Hamm, along with influencers Jannick Apitz and Tegan Phillips. 
It’s the lead-up to the final act: making it real. Mammut is pleased to add real-world mountain enthusiasts Cara Nemelka and Marius Isman to the Mountainwear Misuse Ranger team.   

The rangers will make it real by taking the newly formed team to Munich’s Oktoberfest, where puffy jackets and shells are sure to adorn the shoulders of revelers who are definitely not headed to the mountains. 

Of course, the mission to curb Mountainwear Misuse comes straight from the top — Mammut CEO Heiko Schäfer has weighed in on the topic:

“After years of exile on city sidewalks, Mammut’s mountaineering apparel is finally being liberated. Thanks to Mountainwear Rescue, down jackets and hardshells are being returned to where they truly belong: glaciers, granite, and into occasional snowstorms. Let’s face it – a hardshell jacket doesn’t dream of espresso foam; it dreams of powder snow, and Gore-Tex wasn’t invented to protect you from latte spills!” 

The European Commission has opened an anti-dumping investigation into PET spunbond imports from China, following a complaint lodged by members of EDANA, the international association for nonwoven and related industries. 

EDANA welcomes this vital move by the European Commission to counter the influx of unfairly priced goods from Chinese exporters entering the EU market. Jacques Prigneaux, EDANA’s Director of Market Analysis & Economic Affairs, stressed the need for urgent trade defence measures, stating: “The EU PET spunbond sector is facing mounting pressure from Chinese manufacturers. Since 2021, Chinese producers have rapidly increased exports of PET spunbond to the EU and have taken over a significant share of the EU PET spunbond market at the expense of the EU industry. Accordingly, we look forward to the rapid registration of imports and the possibility of retroactive imposition of anti-dumping measures.” 

PET spunbond is a nonwoven material made from polyester filaments and is used as a carrier layer in bituminous membranes. The product is an essential input material for the EU’s building and construction sector in their efforts to accelerate housing renovation and clean energy roof construction in line with the EU’s green transition policies. 

According to the Complainants, the unfairly priced Chinese imports have caused material injury to their performance, which saw a significant decline. “This underlines the need for the European Commission to make use of its trade defence tools. EDANA stands ready to support the EU Commission during its investigation,” Prigneaux concluded.