MISTRAL
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d e r ot d
FOREWORD
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FOREWORD
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CONTENT 01 PROLOGUE
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02 THE BEGINNING
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03 WATERLIFE
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04 MISTRAL AND ADVENTURE
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05THE TAHITIAN CONNECTION
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06 MISTRAL AND MORE
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07 MISTRAL GLOBAL
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01 PROLOGUE
PROLOGUE
The Mistral World ever onwards and upwards
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ccording to Windsurfing Legends, Mistral is very probably the most recognised watersports brand in the world. It is without saying Mistral set the tone in the development of windsurfing technology and imagery in the 70s and 80s. Mistral assisted in transforming windsurfing into a global sport. It was a tough road till now by deciding to take the path when it involves the continued development and evolution of a brand made famous during a certain part of history, long since gone. What was needed a vivid imagination and a vision for keeping one foot in the roots of its existence and another on the path of progression in the here and now and into the future. Windsurfing came and went out of fashion, but seems to be making new inroads in what appears to be a come-back, while stand up paddleboarding seems to have reached nearly his peak. Mistral was always finding a level of continuity and while sports may come and go, or reality as a brand, we need continued association with the oceans and waterways of the world, the beaches that cling to its edges and the lifestyles that it nurtures and motivates in people. During all the years and in the future Mistral will keep up the responsibility globally to our licensees and distributors who rely upon our connection and support of the ‘waterman’ ethos, whether boy or girl, man, woman or child, for this is the big picture for our reason to exist and the crucible from which our licensees can draw inspiration, artistically and aesthetically speaking. Without our fuelling the fire and fanning the flames, there would be but only a legacy remaining upon which we would have to rely. We’ve travelled the globe, photographing, supporting team riders, events big and small, fed our hungry social media portals, designed and tested boards, paddles and more besides for manufacture and all the while, kept our eye on ensuring that the Mistral name and all that it stands for stays focussed and relevant. Today the famous M-Dot and Mistral remain one of the most recognisable iconic logos in the world of water sports. The distinctive M-dot is more than just a trademark, it is a symbol of class, style and excellence of a brand that dares to be different. Our vision will be further to expand our interests to embrace a broader range of water sports, to include Ocean Swimming, Paddle Boarding, Windsurfing, Wind Sup, Fitness/Yoga on the water, Canoe Sailing, Kayaking, Outrigger Canoeing and more in the support of events and athletes. In combination with Mistral’s apparel, footwear, bags and accessories we will always offering a full range of lifestyle products. Not only the sports their selves but we see a lifestyle, a reason for our existence in supporting the end-user in order they may embrace their passion. Inevitably, Mistral must align itself with the ever growing global awareness of the need to consider, protect and conserve the environment. Consequently, we are in development of a new and exciting label, “Green Dot, A Nature Loving Lifestyle Brand” signifying our acknowledgement of the need to actively assist in the safeguarding of our planet, our children and future generations to come. In this offering you will find a visual feast of what we like to call MISTRAL WATER LIVE AND LIVING, a harvest of imagery from some of the worlds most stunning locations in the Pacific and Indian Oceans, to the Mediterranean and canals and waterways of Holland. Being omnipresent may be a difficult task, but being seen in predominant watersports hotspots of the word never goes out of fashion in this context, neither shall Mistral. You can judge yourself Mistral is all real and no fake. Nothing is like Mistral, Mistral is like nothing else. Being part for so many years of that Mistral world makes me proud and grateful. Ado Huisman, CEO at Mistral
PROLOGUE
MISTRAL
MISSION “To be a pure, authentic, honest, innovative quality sport and fashion brand for on and off-water activities and lifestyles.”
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PROLOGUE
BRAND PROMISES ‘‘Mistral nurtures an aspirational way of life and living, creating for its endusers, the means to live a life to the fullest, embracing the use of Mistral crafted products, reinforced by the power of association, of a life well lived.” 12
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02 THE BEGINNING
THE BEGINNING
Origins and windsurfing
M
istral is a water sport company founded originally in 1972 in Switzerland in order to manufacture windsurf boards
and in 1976 it established its own One Design International Class. Mistral became the single most powerful aspirational marketing and manufacturing brand associated with windsurfing, through its evocative imagery and innovative designs. The Mistral One Design Class (MOD) was chosen by the International Sailing Federation (ISAF), the governing body of sailing, as the windsurfing equipment (man and woman) for use at the Olympic Regatta in 1996, 2000 and 2004. No other windsurfing class has been selected for three Olympic Regattas in succession so far.
Ernstfried Prade, affectionately known as the Godfather of Mistral and one of the original founders of the brand, who even today remains involved in R&D
Brand Equity Our Brand Equity has been built around an association with the hyper-cool sport of windsurfing since the mid 70s as leaders and innovators and todays super-popular stand up paddle boarding scene. 15
THE BEGINNING
Mistral Dream Team
M
N
innova-tions rapidly followed, including new
the brand that all other brands aspired to be. Our
materials being developed and tested. Mistral
dream team of the 1980s was unequaled as was the
turned windsurfing into an international sport and
equipment we designed and manufactured. Our on
launched the mistral World cup team. the brand
water action, made possible by the creation of
rapidly became synonymous with windsurfing.
Mistral’s world class, innovative equipment, fuels
A number of champion windsail riders endorsed
the emotional content (desire) and the
Mistral in the 1970s and 1980s and became known
environmental connection (the place) in direct
as the “Mistral dream team.” in 1985, Mistral
association with our licensed products. This is the
started to branch out, establishing club Mistral,
strength of brand equity, forged over some
a string of resorts centred on windsurfing
40 years.
istral set the tone in the development of windsurfing boards. technological
instruction and sports.
o other brand was our equal when the sport of windsurfing reached its zenith - we were
THE BEGINNING
WINDSURFING HIT ITS PEAK IN THE 80’S AND MISTRAL WAS THE DRIVING FORCE BEHIND THIS NEW, EXCITING HOBBY. ENTHUSIASTS AROUND THE WORLD FOUGHT THE WAVES ON BOARDS CUSTOM MADE BY MISTRAL.
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THE BEGINNING
The logo The Mistral visual identity is marked with a strong outline that first focusses on the ‘M-Dot’ paying homage to the mark of the winds of le Mistral and the Mediterranean seas. The logo drifts from letter to letter to build a strong, solid typeface which is as blue as the seas Mistral set sail. During Mistral’s 40 year association with Windsurfing, logo merchandise became an important element of the brands strength in building its image and spreading its name, not just on the water and beaches, but beyond to the high streets of the world and many other places besides. Today the famous M-Dot and Mistral remain arguably one of the most recognisable iconic logos in the world of water sports and recreation.
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reaching Brand recognition through brand equity... equity built on a long term heritage of quality and authenticity. Mistral’s incredibly powerful persona, has made the licensing part of its brand name and logo immensely popular. The simple application and use of our potent and powerful M-Dot symbol, finds instant appeal, so that around the world from Europe to the USA, from the Hawaiian Islands to Tahiti, apparel is highly sought after - indeed we can safely say, there is a shortage in relation to demand.
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THE BEGINNING
the world
Over a 40 year history we have been representative of the best ‘days’ of many millions of peoples lives, an association which is truly powerful in the minds of those we have touched and we continue to touch to this day.
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03 WATERLIFE
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We live in a water world
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ith three-quarters of our planet composed of water it’s little wonder that we humans cling to living along coast-
lines and when it comes to ‘time-off’ where better to be, but on, near or even under water. Whether it’s an inland body of water, or coastal waters, being close to water never fails to relax and soothe. Mistral’s powerful and long association with water and all that it represents, puts it in a uniquely envious position, of longevity which can never be taken away from it. Our commitment to the evolution of windsurfing and to stand up paddle boarding, has ensured we have been at the forefront of pioneering, passion driven sporting phenomenons, not as casual on-lookers or contributors, but as leading visionaries.
where better to be on, near or even under water!
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Windsurfing nowadays
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kayaking & Canoe Kayaking and canoeing remain massively popular, mass participation water sports, with continued annual growth over the past ten years. SUP has served to further grow paddlesports in general terms and therefore it makes sense for Mistral to embrace this versatile sport in its various forms, further enhancing Mistral’s connection with water.
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Ancient roots of sailing What more fitting way to associate the Mistral brand with the very grass roots of ancient Polynesian canoe sailing craft and the maritime traditions which surround their legend and mythology. Our windsurfing heritage, guarantees our connection with the wind, windsports and the oceans of the world. From ancient to cutting edge modern day technology, Mistral’s power of association comes full circle in touching many cultures trough the medium of wind and sail power.
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Beating Upwind
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hydroptere sailing
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In the waves of change we find our true direction 46
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boards 48
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Form and function In recent times, Steve West (left) and shaper, Chris Diplock have pioneered Mistral’s innovative designs, setting world and national records and national and international wins with their designs, ridden by a young generation of world class paddlers. In so doing, they have assisted in the evolution of SUP sport in creating some of the finest boards available as part of a formidable Mistral design team.
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t t d d o o re re d d N N A A M M RTER E T A A W W
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From the Pacific to the Indian Ocean, from the Atlantic to the water ways of Holland, Mistral has spread its reputation far and wide...
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We don’t just make boards, we labour long and hard over designs and consider all the factors of hydrodynamics of what’s possible in harmony with the abilities of paddlers and what they want from our creations. Hand sketched ideas, lead to 3D manifestations, hand crafted prototypes and testing through to the final product, set off with outstanding build quality and graphics.
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sup
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Live on board 62
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Leaders not followers
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big sup
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wave sup 70
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wind sup The idea to add a sail to a stand up paddleboard, became a natural extension of a design idea to extend the use of the board into a multitasking water tool. For Mistral the idea was an instant idea to connect us back to our roots. This then created the WindSUPÂŽ which offers a low tech, low impact pathway to entry level windsurfing, but also some serious fun. With the M-Dot back on the water sailing, it makes us smile as it does others.
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Move with the wind
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river sup Whereas other brands may have to create fake scenes and scenarios around shop displays and promotional angles, Mistral makes it easy as our hardware more than covers it - but most crucially, nothing is fake. Whether its beach, lake, river scenes, our apparel, accessories and hardware, all fits together to tell our story to the buyer, a story they find hard to resist.
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Drifting down the river
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Natures immensity can reaffirm your faith in life and living
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sup yoga The practice of this activity permits indoor or outdoor water time, depending on the climate, seasons and weather, making it highly versatile and from a commercial point of view, permits its practice no matter where you are, at anytime of year.
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Finding solitude in a mad, mad world
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Our blue gym in action. From rush hour to hush hour ...
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Pioneers of on water yoga and fitness Beginning with our Kailua 11’5 SUPyoga and fitness boards, we expanded the concept to include stretch bands, to provide isometric exercise routines and in addition further created the world’s first SUPyoga docking station. The visual impact of SUPyoga and fitness being practised in a controlled group setting, elevated the profile of this uniquely different on water exercise. \\ We further advanced the Kailua board and went on to design the uniquely shaped Asana, purpose made for SUPyoga and fitness specific workouts and one which finds appeal with instructors and even with families wanting to fit more than one paddler and even dog lovers, who like to paddle with their canine friends.
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MISTRAL AND ADVENTURE
MISTRAL
MISTRAL AND ADVENTURE 98
Water is our start point
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t is the crucible of Mistral’s origins, the source of all that we think about, the giver of life to our continued existence.
Mistral is not so much a lifestyle but a way of life, represented by thoughts and actions, supported by the vehicles we create and the manifestations born from it.
where you would rather be, what you would rather be doing
Our Photographers Capture the Mistral Essence We understand the value of powerful imagery and the power of association. We’ve people in exotic parts of the world working to fuel the fire and keep the brand fire burning. It’s all about the image and the aspiration of where you would rather be, what you would rather be doing connecting peoples of the world with Mistral. 99
Ameland Adventure Five watersport minded girlfriends travelling, have booked for an Adventure on island Ameland in the North of the Netherlands. 100
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FOREWORD
Hitting the road, like a stranger in a strange land... good times and the good life.
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MISTRAL
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A phenomenally successful brand, built upon core attributes of originality, authenticity, quality and innovation. These are corecorporate mantras, but in truth the appeal has been for its association with; Charisma, colour, azure waters, trade winds, palm trees, far away places, remoteness, friendships, sex appeal, aspirations, vibrancy, excitement, daring, evocativeness, chic and style, girls and guys, playfulness, authentic individuals, connecting with that of tropical islands, travel, moving over water with style and grace, form and function, suntanned bodies, fit bodies, health and fitness, smiling, laughing, embracing nature, harnessing the wind, riding wind and waves, sense of adventure... and much, much more. 106
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patagonia adventure Paddling the waters of Patagonia Argentina 113
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05 THE TAHITIAN CONNECTION 118
THE TAHITIAN CONNECTION
Place of inspiration
H
ere at Mistral, we seek constant connection with the ocean and the peoples lives it affects. Therefore, we seek a place of
inspiration and where better than the islands of Tahiti? Music, song, dance, the Pacific Ocean, the reefs, lagoons and waves, the marine life, mountains, valleys, the artistic impressions and style, the clothing, the connection with the ocean, the mythology of the Tahitian Islands, the remoteness, the fact that paddling is the national team sport and much more, make for a Tahitian Style, which for any water sports lifestyle brand of quality, must be the highest form of association one could make, if done well.
the mythology of the Tahitian Islands
Every journey Every journey, no matter how far or near, has its point of origin and indeed, this can be said of any endeavour we immerse ourselves in. Everyone who knows of Mistral, first and foremost recognises the name from days gone by, but it cannot live on this nostalgic notion indefinitely, neither should we believe SUP is the new windsurfing, because today their are so many varied water sports which have grown in stature and recognition since those formative and famous years. 119
SEARCHING THE GLOBE FOR INSPIRATION
THE TAHITIAN CONNECTION
In our search for authenticity and creative fuel, we travel the globe to seek out rawness of cultural connection with the Water Life and Living Lifestyle and what better place than Tahiti and her Islands or the Indian Ocean Island of Mauritius.
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THE TAHITIAN CONNECTION
Here we are investing in R&D and new relationships to nurture Mistral in the correct direction of our vision.
We are also expanding our interests to embrace a broader range of water sports, to include Ocean Swimming, Prone Paddleboarding, Canoe Sailing, Kayaking, Outrigger Canoeing and more in the support of events and athletes.
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Taken a step further If we truly wish to bring authenticity to Water Life and Living, then we should begin to embrace key water sports rather than focus on one alone, not withstanding windsup or windsurfing. What is needed, is our active support and engagement with the water sports community via key Mistral Team Riders, who should be considered, Mistral Ocean Athletes and in this respect they must be genuinely engaged in a variety of water sports worthy of attention, recognised enough to give the brand the enquity it requires, thereby steering our licensees in a direction which supports this.
It is our relationship with people and their relationship with water sports which remain key. 124
THE TAHITIAN CONNECTION
AUTHENTICITY IS EVERTYTHING
In associating with Tahiti, then we must be prepared to associate with life in its oceans, in its skies and on its beaches, being as it is represented in their artistic expression.
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Variety is the spice of life, yet Mistral’s brand equity lives on from its past association with a singular sport and today it must expand its connection with a wider variety of ocean and water sports.
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The artistic impressions and style of Tahiti.
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THE TAHITIAN CONNECTION
The negatives of a primary focus upon a singular sports are far reaching and makes Mistral vulnerable to change and above all ensures the demographic we reach is effectively
Successful businessman looking for new challenges, younger aspiration seekers, who look for accomplishment and recognition, waterman come from all walks of life and make this ethos real and authentic, inspiring others to feel a part of their endeavours.
marginalised to a singular interest group within the larger family of water sports.
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WATERMAN TAHITI TOUR
THE TAHITIAN CONNECTION
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THE TAHITIAN CONNECTION
The Waterman Tahiti Tour is one of the toughest and most unique waterman focused event series on the planet and it is for this reason that Mistral in 2017 were the primary sponsors of this prestigious event held in 5 stages between the islands of Tahiti, culminating in the famous Ironmana event at the end of each year.
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THE TAHITIAN CONNECTION
An association with this event permits Mistral to blend with some of the world’s best waterman and woman from around the world, test its equipment and gather a harvest exceptional imagery like no other.
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THE TAHITIAN CONNECTION
Uniquely talented, passionate individuals, serve as ambassadors of our brand to bring meaning to its existance in all corners of the globe.
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AQUATIC ASPIRATIONS
THE TAHITIAN CONNECTION
With events purposefully located in some of the most iconic islands on the planet, the visual feast in a tropical ocean environment, resonates all that we at Mistral embrace and chase for inspiration.
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THE TAHITIAN CONNECTION
Freedom from constraint and the idea of challenging oneself to the limits is the waterman creed - to go deeper into one’s soul in order to see who you really are. Herein Mistral revels in the idea of challenge and seeking more...
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FUN IN PARADISE
THE TAHITIAN CONNECTION
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MISTRAL IN FAR AWAY LANDS
THE TAHITIAN CONNECTION
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THE TAHITIAN CONNECTION
On the edge of reason, between the shallow and the deep...
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THE TAHITIAN CONNECTION
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THE TAHITIAN CONNECTION
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MISTRAL AND MORE
MISTRAL
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A fully fledged lifestyle company
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ow head-quartered in the Netherlands, over time, Mistral transitioned from a focus on manufacturing windsurfing
boards to a fully fledged lifestyle company offering everything from beach wear, home wear, watches, shoes, cosmetics, bags and vacation destinations as a rush of licensees rushed to benefit from the powerful brand equity Mistral had created. Water sports are uniquely dynamic and vibrant. Mistral apparel has always had a strong synergy with the water sports we embrace hence they remain sexy, appealing and universally up to speed and on trend. This gives us the freedom to adopt a blue-sky thinking approach to our designs. We can embrace cultural, environmental and natural elements into our designs together with elements of the sports we support, so as to create truly rich expressions of all that is Mistral.
we can embrace cultural, environmental and natural elements into our designs
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Apparel 159
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Nothing is like Mistral Mistral is real in every sense, created around uniquely talented and special individuals who have had the courage to live their lives in an exemplary way, embracing a life devoted to wind and water, demanding physical radiance and prowess, so as to be an inspiration and aspirational character associated with Mistral, from the equipment they ride to the clothes they wear.
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Mistral is like nothing else
Lifestyle Apparel 164
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Water Life and
living
Male or female, Mistral supports and nurtures water sports participation across the genders. We seek to assist the growth of water sports by supporting key individuals and events which fit our brand philosophy and our motto of Water Life and Living.
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Winter collection 175
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Swimwear 176
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Lets drift away
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Footwear 186
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“May there always be sand between your toes and a dollar in your pocket� Mistral boast some truly fine footwear, for beach and street, further complimenting your way of life.
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Performance gear 192
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Wetsuits
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Accessories 208
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Eyewear Eyewear 210
No lifestyle beach and recreational brand is complete without its range of high quality optics, designed to protect the eyes from , strong UV'''s, wind and sand, whilst adding a little chic to your style and personality. Less eye strain, means more time on the water or at the beach. 211
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Mistral has been proud to represent and support the Miss Holland Beauty Pagent and its winner Miss Nederland 2017 Nicky Opheij.
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Watches 216
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Bags V 218
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, Whether it' s in the back of your car, on a train or plane or on the way to new adventures, the bag in which your board is stored is a crucial part of , the overall package you r' e investing in. 220
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Around the globe
W
e are as concerned with mind-share as we are about market share, as they compliment our endeavours and we go to the
ends of the earth to make it so. We remain profoundly sincere in our wishes to empower and enhance our end-users relationship with water life and living, through the products we create directly or indirectly in association with our licensees. This feeds our brand and gives it ‘soul’.
Mistral connects cultures between the oceans
MISTRAL GLOBAL
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Mistral Worldwide
North Atlantic Ocean
North Pacific Ocean
Indian Ocean South Pacific Ocean South Atlantic Ocean
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Shops Worldwide South Korea No matter whether it’s in Asia, Europe or South America, Mistral is loved and embraced for its power of association with the best things in life and for a reputation of leading,
Gyeong-gi Grand Ilsan
not following.
Seoul Hongdae
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Italy
Argentina
Arguably the worlds fashion capital of chic, flair and style, Mistral
Mistral is a bit like music-transcending
on the shop floor near
culture, by connecting people together with a
the Colosseum in Rome,
common love of water life and living, bringing
radiates the confidence
the urban areas, an immediate radiance of
esteemed upon the
time off, relaxation and good times.
Mistral brand by this fashion loving, brand aware culture and people.
The Netherlands As a quintessential lifestyle brand, Mistral is at ease alongside a prism of lifestyle pursuits and ideologies and even when sat alongside other iconic brands, the M-Dot logo and Mistral brand, is held in high esteem.
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EPILOGUE I hope you’ll agree with me that Mistral is more than just a product. It is a way of living - on and off the water. On my trips abroad, I showed the first drafts of this document to various people. I couldn’t help but notice their smiles. This is exactly Mistral’s goal: in this sometimes hectic and crazy world, we’d love to bring back smiles on people’s faces - people from all ages. Back to the water. Whichever water it is: lake, river, canal or open ocean. Mistral will make you smile - now and in the future. Keep on smiling Mistral. Ado Huisman
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FOREWORD
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