The compulsion to constantly chase the latest piece of kit is undeniably strong. But what if real beauty lies not in the shiny and new, but in the battered outdoor gear already hanging in our wardrobes and on our coat hooks – the jackets and packs we reach for over and over, accumulating scuffs, blemishes, and perhaps even a well-earned patch or two? These are the companions that age with us, each mark narrating its own story. Klättermusen’s latest campaign, Hard Work of Art, captures exactly this sentiment, serving as a love letter to battle-scarred outdoor gear.
At its heart is the idea of the garment as canvas, the wearer as artist, and everyday wear-and-tear as brushstrokes. Front and centre in the campaign are some of Klättermusen’s most popular pieces, proudly worn by the brand’s customers and displayed gallery-style as genuine artworks.
Hard Work of Art: Key pieces
Take, for example, the Allgrön 2.0 jacket – a staple since the early 2000s – its 3-layer Cutan fabric weathered by countless seasons braving the elements in pursuit of adventure. It hangs alongside the Gere 3.0 trousers, which Klättermusen has spent three decades perfecting, now creased and marked from years spent out in the wild.
Another standout is the Ull backpack, a relatively recent addition to the Swedish brand’s fleet of packs. Displayed atop a glass plinth, it bears the unmistakable discolouration earned from rugged Scandinavian backcountry journeys, buckles scuffed and straps fraying.
But scratches and scuffs don't signal that a product is nearing retirement – quite the opposite, says Klättermusen CEO Gonz Ferrero. "We design mountaineering equipment for extreme durability," he explains. "Through wear and tear, the user becomes the artist. Your hard work on the mountain mirrors the effort we put into crafting the products."
Ultimately, it’s a welcome reminder to treasure the gear we already own, to wear it until it genuinely can’t be worn anymore, and to cherish every scar earned along the way.
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