LaMunt: a new female glimpse to the mountain

How was the idea of this new brand born?

More than a year ago we discussed internally on the positioning of the Oberalp Group brands and we agreed that none of our five brands was aimed primarily at a female target. Then during a ski mountaineering weekend I began to reflect on the fact that it would be wonderful to work on the project of a new brand focused on women that meets their specific needs. I’ve never stopped thinking about it ever since. From a study we commissioned, it emerged that there is a “new” woman in the mountains, far from traditional stereotypes, who wants to express herself, her way of experiencing the mountains and her femininity. Now, finally, after workshops with passionate women, market research and commitment, this project has become a reality.

In such a difficult moment you have decided to invest in a new project focused on women. Why this choice?

I won’t lie about some moments, especially during last spring, where I thought that I should have given up, that it was not the right time to start a new business. Then, also thanks to the many people who believed in it, I regained my confidence and started investing energy again. It seems to me that the lockdown has underlined the importance of living outdoors and enjoying nature. Every day that passes I am more and more convinced that this is the moment for a new proposal designed for those who love to experience the mountains in a more conscious way, for those who have been experiencing it for some time and for those who are starting to discover it. The desire to be able to move freely has become even more profound. So the choice to go on with the project prevailed.

What does LaMunt mean? From whom did you get the inspiration for the name?

I had clear ideas about what I wanted in terms of sound: a feminine name but not kitsch, fine but also characterizing. I thought about the different languages ​​I know, English, Italian, German but I couldn’t find anything that really worked. Then I got the idea of ​​trying Ladin too, a Romance language still alive today in Badia, in the Dolomites, and I spoke to my grandmother, a woman I respect very much and who still speaks this language. She had been the one suggesting LaMunt, which in Ladin means “the mountain”, a noun which in this language is feminine, as in Italian, while it is masculine in many other languages. The term LaMunt is clear and melodic, rough and strong at the same time, the initial part is sweeter, the final more decisive: I immediately liked the combination of the two effects. The path to choose the logo was long too. When the creative agency presented me with the two proposals for the logo and the coordinated visual image, I chose the first proposal for the logo and the other for the mood. We then worked hard to arrive at a definitive brand identity. However, what immediately inspired me was the artistic play of illustrations, a mix of photos and graphics: it expressed the attention to detail that I want to convey. As a new brand, we needed a unique personality that would stimulate curiosity.

Do you think we should start from women to rebuild the world that will come after this global shock? There are encouraging signs from abroad, I am thinking about the election of Kamala Harris as vice president of the USA, the first woman in history to hold this office.

I am noticing every day how much strength and energy there can be in a team of women who share the same passion. Maybe now I’m more sensitive about the subject, but the desire to leave a trace often surprises me, even if it’s just a drop in the ocean. It’s very nice to be a part of it.

What is your placement? Which women do you speak to?

We address to an authentic and confident woman and to what matters to her, a woman attentive to style and quality, who is looking for technical and functional but also fine and sophisticated items: who appreciates attention to detail and aesthetics.

By women for women e Me-time, what do you mean with this concept?

Me-time is a fundamental concept for LaMunt: everyone lives their me-time in a different way, a conscious time, in which to disconnect from commitments and routines and recharge energies. We also want to inspire new women, who are not yet actively living the mountains, to discover a place for their me-time. These moments can be shared with someone or lived alone. By women for women expresses what we do every day: we develop a collection designed by women for women. The core team of LaMunt is made up of women, very different from each other: each of them brings her experience and passion in different areas: design, product development, communication. Everyone experiences the mountains with a different intensity, but what unites us is the common passion. There is a lot of confrontation, we believe it is essential to listen to all women, so we also include potential users. Then, within the Oberalp Group, we can count on the support of men who believe in this project and are making an important contribution.

LaMunt aims to develop “Smart Fit Solutions”, what does this mean?

LaMunt’s goal is to best synthesize functionality and aesthetics by creating products with a fit that enhances the female body and follows its different shapes, with a personal touch. Garments that allow women to feel at ease during sports and are designed for those who want to express their personality also through mountain clothing. In terms of fit we are talking about “Smart Fit Solutions”, or the possibility of customization, such as side zips on the sides, an elastic waistband to adapt the fit of the jacket, sleeves that can be turned to adjust the length. There are versatile garments, such as a vest that can be worn on both sides and jackets that can be interpreted with different styles. Details that make the product truly yours.

When will the first collection be presented and where will it be available? What will be its  colorways and features?

We worked with soft and curved lines, light materials, reminiscent of the movement of the wings. The design will be minimal and clean and the attention will focus on hidden details: an illustration inside the garment, the use of a precious material, an inspirational phrase or a secret pocket. A collection that must be discovered step by step. Attention to detail is fundamental for LaMunt: I hope that in the future the brand will be recognized for this very reason. In fact, let’s talk about “magic moment”: the little surprise that is discovered later. For the colorways we have chosen dusty shades close to the colors of nature, not too bright, more solid, and the use of graded shades of colors rather than color blocks, designed to be easily combined with each other even between the different seasons. There will be no fuchsia and fluo pink. The first collection will be spring-summer 2022. As for the rather selective distribution, LaMunt will be available online and in some trusted partner stores from January 2022. It will initially target the Italian, Austrian, German and Swiss markets, as well as Northern European countries.

Where do you rank as a price range?

We define ourselves as a premium brand because of our attention to detail, new design solutions and the versatility of the garments, but above all for the choice of quality and sustainable materials.

How important is sustainability for LaMunt?

It is absolutely fundamental: it is an aspect that is impossible to forget when you are planning a new brand in 2020, as in the case of LaMunt. We believe that every decision can make a difference and we carefully choose the materials to be used: natural, such as Merino wool and Tencel, and recycled, carefully tested following our performance and sustainability criteria. The collection will also be totally PFC free.

Did we really need a new brand? Why didn’t you invest in women within the other five brands you already own.

As a Group we have always believed that it is the responsibility of each of our brands to address a specific consumer. All our brands are aimed at the mountains but each of them has a unique mindset and its own identity with a specific target. That’s the same for LaMunt.

Are you already thinking about future developments of the brand? Will LaMunt remain a clothing-only brand?

Just recently we had the first briefing on the winter collection which made us reflect a lot. In the first summer collection there are already some accessories, but for the winter we would like to deepen the development of gloves, socks, hats: elements that allow you to complete the look and make it more personalized. We would also like to think about accessories that can be integrated into the garments. Beside clothing and accessories, I believe that the world of backpacks and bags is a sector with great potential even if at the moment there is still nothing concrete. We will see how things go, we already have a great challenge ahead.