Millet: a new road for 2024
In 2024, Millet ushered in a new chapter destined to last for 100 years to come, committing to the mountain and honoring Chamonix with the signature “Knowledge for the Unknown.” During the first Base Camp from Feb. 19 to March 1 in Chamonix, Millet brought together the entire alpine ecosystem to exchange ideas about the “changing mountain.” With lectures, mountaineer testimonies and workshops, the event tackled the unknown, asking crucial questions. The Base Camp also featured important figures from the mountain world and Millet’s historical partners. The success of the event underscored the importance of keeping great mountain stories alive through future generations, as indicated by director Romain Millet.
Since 1921, Millet has allowed mountain enthusiasts to explore an ever-changing environment, becoming a source of innovation for developers. An iconic French mountaineering brand, it has become a leader in alpine equipment. Currently led by the fourth generation of the Millet family, the brand has an important history, equipping mountaineers such as Lachenal, Herzog, Messner and Lafaille. Millet continues to support those who write mountain history, including mountaineers and guides such as Charles Dubouloz and Symon Welfringer.
Millet revealed its new brand identity with the “Knowledge for the Unknown” manifesto, the result of strategic thinking conducted with marketing agency Clutch. The new logo pays homage to Millet’s legacy with a refined design that emphasizes its uniqueness, developed in collaboration with the Saint-Lazare agency.
Millet is committed to integrating its mission into the evolution of the mountain and addressing the challenges of climate change. He introduced a plan to reduce carbon emissions by 25 percent by 2030, with the goal of achieving emissions neutrality by 2050. During the Chamonix Base Camp, he announced the creation of an endowment fund to support educational, tourism, social, environmental and innovation projects. These initiatives include youth scholarships, support for refuges and biodiversity, and funding for projects such as Ice & Life.
