The Challenge.

Create a versatile and value-driven down program worthy of becoming a much-loved daily driver.

The Approach.

There’s often a temptation on the business side to try to replicate another brand’s success by replicating its product, and it’s important to try to understand what is so loved about that product, as well as what can be improved upon. Because there’s always room for improvement. Thus, during the briefing of this program, we set out to identify three unique selling points that would give the BD customer discernible reasons beyond the logo to buy our version over the competition’s:

1. Durable stretch knit cuffs: A much-loved feature of historical products that we brought back and modernized

2. Soft yet durable fabric: Softness that speaks to the tactile senses, with a toughness that BD customers have come to expect

3. Overlay shoulder panels: A simple yet impactful detail which adds both a touch of style and an additional layer of protection from snag and abrasion

Photo credit: Black Diamond