Mountain Force Skiwear Taps Pale Morning Media for Strategic PR Support
OutdoorHub 12.20.11
Mountain Force N.A., the wholly owned distributor of the innovative Swiss skiwear brand, has selected Pale Morning Media as its strategic public relations partner, effective immediately.
“The goal of Mountain Force is to push the limits of manufacturing and design, and to redefine what’s possible – and what’s expected – from high performance skiwear,” said Butch Widen, President of Mountain Force N.A. “Pale Morning Media lives the mountain lifestyle, understands the complexity and nuances of design, and has the specific strategic capabilities we need to grow our brand in North America.”
Ski mountaineer Peter Jud founded Mountain Force in 2006, seeking to create the lightest, most elastic, most comfortable performance skiwear in the world.
In 2010, Mountain Force was purchased by Roman Stepek, the veteran skiwear designer and sourcing expert. Stepek had spent the previous six years with Widen at KJUS skiwear, where most recently he was a board member and Director of Innovation & Supply Chain Management. Under Stepek’s guidance, Mountain Force’s brand has been repositioned and the product line refined to achieve a new standard for Swiss precision, intelligent technology and expert craftsmanship, while remaining true to Mountain Force’s original founding principles.
“Mountain Force skiwear is unlike anything you’ve ever seen,” said Drew Simmons, president of Pale Morning Media. “By pairing the spirit of old world craftsmanship with truly groundbreaking manufacturing and design, Mountain Force has created a skiwear line that is a true a work of art, from the first original sketches to the inspiring final product.”
Working directly with spinning and weaving and dye houses, Mountain Force has access to lightweight stretch fabrics and technologies not available to other manufactures.
Their FX Fullflex system integrates 4-way stretch throughout every garment including the lining, insulation, and outer fabric — resulting in superb fit and unrestricted freedom of movement. When paired with details such as innovative collars and pocket grip solutions, angular and asymmetrical zip garages, and easy to use media guide controls for mobile devices,Mountain Force offers the ultimate in premium performance skiwear.
The highlight of the 2011/12 season for men is the Streamline jacket. As the name implies the Streamline has a simple and clean design. It features a 4-way stretch shell, 60 grams of lightweight stretch insulation, ultrasonic welded seams and all the various details found in Mountain Force jackets. (MSRP $1,090).
For women, the 2011/2012 Down Under jacket applies strategic insulation volumes at targeted body points to ensure warmth and freedom of motion. The sleeves feature 60 grams of stretch insulation; the jacket body features 80 grams; and the waist and back utilizes grade-A goose down for exceptional comfort. (MSRP $1,090).
Mountain Force is available at North America’s finest skiwear retailers.
