In a remarkable effort, Mammut has recently pulled together its...

In a remarkable effort, Mammut has recently pulled together its European key accounts in specialty retailing to showcase its new high-end collection, “Eiger Extreme,” on the top of the Swiss mountains at Jungfraujoch. The line is the Swiss brand’s new flagship and will hit the stores in fall 2011. It is an overall revamp of the “Extreme,” line which has been in the market for 15 years and became quickly famous for its weird, yet eye-catching combination of colors like orange and blue. Eiger does not only come up with new colors like blue-orange-pink for women, but extends the collection to footwear and backpacks. The brand has called its premium suppliers to contribute to the new collection, including Vibram, Schoeller, Gore-Tex (with Windstopper), Polartec (with Thermal Pro, Power Stretch and the new NeoShell) and YKK. One key innovation of the line is a new waterproof lightweight zipper that Mammut developed in cooperation with YKK. Mammut intends to market Eiger with a policy of selected distribution in partnership with only a low hundreds of specialty retailers across Europe and in North America.