Outdoor Insight

4 • Outdoor Insight • February 2018 outdoorinsightmag.com NEWS/ANALYSIS OUTDOOR EYE J oules, the British brand known for its colorful rain boots, is targeting the outdoor lifestyle apparel category in the United States and will be exhibiting at the first Outdoor Retailer + Snow Show in Denver. The brand will present the new Autumn Winter 2018 Collection, highlighting an extensive array of rainwear, adorned with one of a kind prints. Tom Joule, founder and chief brand officer of Joules, calls the Fall 2018 collection "stylish, functional and unique." The line features hand-drawn prints inspired by vintage printed fabrics discovered at the New York Design Library, accompanied by flowers sketched on the side of a winding country road in Norfolk, UK. "The Woodland Floral print captures the wonder, richness, vibrancy and romance of the British country- side. Both these prints are interpreted across product categories including outerwear and footwear, for a collection to ensure it meets the needs for both the unpredictable British weather, as well as the vast U.S. geographical climate." The "Right as Rain" Collection includes waterproof hooded jackets as well as a waterproof pack away jacket. The "Warm Welcome" Collection includes padded vests, quilted jackets and the new Woolsdale, a duffle coat. Both collections are designed to be worn with Joules wellies, in a range of tall, mid, short and pop-on heights in signature hand-drawn prints like the Bircham Bloom and Woodland Floral. The collection ranges from $55 to $80 for classic styles and $89 to $165 for the premium range. "As we begin 2018, we are excited to share some updates to our brand look and feel," says Joule. "We spent a significant amount of time conducting a brand audit to both check in with our consumer and discover how she has evolved in terms of what is important to her, as well as how she is consuming information. We also sought to make sure our brand continues to resonate with our audience in a modern and authentic way." O D ansko is rolling out a refreshed look and feel for its brand under the concept "Embrace Your Journey." The new assets Dansko will provide to retailers include an updated brand color palette, an expanded assortment of both lifestyle and product photography which incorporates joyful elements in the form of color and composition, and additional in-store tools to sup- port the brand in a consistent and authentic manner. "Embrace Your Journey is about celebrating those who have chosen a path worth taking and live their lives to the fullest," says Tiss Dahan, Dansko's VP–marketing. "They do what they love, love what they do and take the time to celebrate. We have always had a close connection to our consumers and seek to deepen that connection through sharing our stories and telling theirs." In January, Dansko will launch the first Embrace Your Journey video, to share the personal story of one of Dansko's consumers. The video will be launched on social media channels, including Facebook and YouTube. O In what the brand is calling the first comfort shoe with Q technology, Alegria is introducing the Traq collection, featuring a chip embedded in the outsole that tracks steps with Bluetooth wireless technology to synch up with an app that is compatible with IOS and Android phones. It will ship to retailers this July. Prices on the five styles range from $99.95 to $119.95. Dansko Shares its Journey British Invasion at OR The Qarma in Wild Child Blues is part of the TRAQ line. Olympic Territory Alegria's Smart Comfort Line The Winter Olympics are just a few weeks away! Khombu is bringing elevated style to the Games in PyeongChang as the official apres boot sponsor of the U.S. Ski Team. Pictured here is the Khombu Victor boot.

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