For the presentation of the SS22-Collection, Ruth Oberrauch, Brand Manager of the LaMunt brand and Board Member, chose a special location, and invited to Plan de Corones at 2275 m above sea level. The Lumen Museum, in the heart of the South Tyrolean mountains, became in this way the showroom for the new mountain sports brand for women.
On the 7th of June, selected retailers, partners, and press representatives had the possibility to see the new collection for the first time, and to finally hold it in their hands. This special occasion has been accompanied by a workshop: Christoph Engl, CEO of the Oberalp Group, and Helene Karmasin from the renowned behavioural research institute "Karmasin Behavioural Insights" talked about the topic "The new woman in the mountain".
A brand for self-confident women
More and more women already love and live the mountains, and many others are discovering mountain sports for themselves. On the one hand, they want to feel completely comfortable and, on the other hand, they want to express their individuality through their clothing even when they are active, without having to sacrifice functionality. The new brand, located in the premium segment, is the answer to these needs.
LaMunt combines functionality with aesthetics. In line with the brand motto "Shape Her Identity", the design focuses on the female body and the corresponding fit. "It's a reinterpretation of the mountain code for women, combining performance with finesse, with a special attention to sustainable materials, carefully thought-out details and exciting innovations to meet women's needs," emphasises Ruth Oberrauch.
With the new mountain sports brand, even the name is feminine, because LaMunt is the Ladin term for "the mountain". From a grammatical point of view, the noun in this language is feminine.
Functionality is a must for women
Helene Karmasin (Behavioural Insights) has analysed the needs, mindsets and attitudes of women who are active in the mountains. "Besides functionality, women have clear ideas about comfort and fit. In the third place, the surveyed women collocate the design even before the price," explains the expert. Furthermore, the study also revealed that women pay particular attention to the fit of mountain trousers and hiking shoes.
"The new collection will be available online and through exclusive retailers starting from January 2022. It complements and completes the Oberalp Group's existing range of brands (SALEWA, DYNAFIT, WILD COUNTRY, EVOLV and POMOCA)," says Christoph Engl enthusiastically (CEO Oberalp Group).