Over the course of the year, protagonists and customers who, then and now, have shaped and accompanied the brand in its spirit of adventure will have the chance to speak.
The brand takes up its own legacy in its 40-year collection. This features memorable retro styles, including the Thunderblaze Jacket, which recalls a true classic, the legendary Thunder & Lightning Jacket from 1994. The ACS (Air Control System), the carrying system that revolutionised the market in 1991 with its clever venting construction, finds its current iteration in the Crosstrail backpack series. Along with the outstanding ventilation as well as optimal weight distribution, the backpacks employ an innovative dyeing process which allows the savings of a large part of the water that is conventionally needed. A collaboration with the Japanese graphic artist Shinpei Naito is a further highlight. To mark JACK WOLFSKIN’s 40th birthday, the internationally celebrated concept designer has created the Capsule Collection NAITO, with brightly coloured prints that incorporate floral and tropical elements.
JACK WOLFSKIN will launch targeted point-of-sale campaigns at specialist retailers this year. In addition, the Heritage Hub will go online in early March. This brand hub will feature video interviews with company founder Ulrich Dausien and others who have accompanied and helped to define the brand, such as Arved Fuchs. It will also present exciting stories from customers and employees. Leading off will be the (literally) moving and inspiring story of Nick Gardener, aka ‘Grandpa Nick’, who in a period of 1,200 days climbed all 282 of Scotland’s peaks – as a tribute to his wife, Janet, who fell ill with Alzheimer’s disease, and as a way to again find stability himself. Under #markedbythewilderness, JACK WOLFSKIN calls on all outdoor enthusiasts to share their own adventures. Here, customers can present their stories and pictures from the last 40 years.
In this way, the anniversary year of 2021 is capturing JACK WOLFSKIN’s first four decades: 40 years of innovation, weather protection and the spirit of adventure. Wilderness has defined the brand – and the evolution goes on. For the Idstein-based outdoor specialist, 2021 is thus a year of retrospective homage and, at the same time, an occasion to look ahead: in the future, JACK WOLFSKIN will continue to drive the outdoor sector with innovation – and lead the way in shaping a responsible approach to nature.