Next Level Outdoor Fashion. Wolfskin Tech Lab makes a

Wolfskin Tech Lab, the premium line of Jack Wolfskin, successfully positions itself with a distinctive profile at the intersection between sport and style.

WOLFSKIN TECH LAB NEXT LEVEL OUTDOOR FASHION

With Wolfskin Tech Lab, Jack Wolfskin takes outdoor fashion to the next level by blending high performance and sustainability with minimalist design. The high-quality line appeals to premium fashion retailers and, in particular, fashion-savvy aesthetes.

Text: Stefanie Buchacher. Photos: Wolfskin Tech Lab

“We are responding to the changing market situation in a forward-looking manner by addressing demanding customers who expect more from a product,” says Ulrike Kleinloh, Head of Sales at Wolfskin Tech Lab. With its independent premium line named Wolfskin Tech Lab, the company from Idstein in the Taunus region has been meeting the high demand for functionality, design, and sustainability for almost two years now. Jack Wolfskin leverages its in-house know-how in technology and production to expand its product range to include premium sport styles. Wolfskin Tech Lab reflects the spirit of our times. Its distinctive profile has allowed the label to position itself in the exciting area between sport and style. The collection for autumn/winter 2020/21 is urban-inspired and pays homage to trend-setting cities such as New York and Tokyo. Among the highlights for women are styles such as the Tokyo Cape in A-line shape, the Upper East Coat in XL length, the 3in1 jacket Upper East Twin with snap-in system, or the Mercury hoodie with oversize hood and cropped sleeves. Key items for men include the extra-long 3in1 Hudson Yards Parker, the Upper East Jacket with multiple pockets, and the straight-cut Kingsbridge Jacket. Only high-quality materials are used, such as RDS-certified down or Texapore Ecosphere. The latter is made entirely of recycled material, even its high-tech membrane. Furthermore, the entire collection is 100 percent PFC-free.

MINIMALIST AND SUSTAINABLE

In addition to minimalist aesthetics and an accentuating seam guidance, fashionable effects are generated, for example, by iridescent effects on the upper material. Wolfskin Tech Lab’s price structure is upmarket. Retail prices for highlight products such as jackets and parkas range from 349.95 to 849.95 Euros. Hoodies cost around 169.95 Euros. The selective distribution strategy is aimed exclusively at premium fashion retailers. Wolfskin Tech Lab is currently available at Different Fashion in Germany and Kitzbühel, Breuninger in Stuttgart and online, and Engelhorn in Mannheim, as well as via its own online portal or from the P&C online store. “We provide retailers with the tools they have always dreamed of: a high fashion product with very strong USPs such as high performance and sustainability, selective distribution, and a clear, authentic story,” Ulrike Kleinloh sums up. “Other benefits include excellent pricing and strong media support from top media channels, such as the global media company Highsnobiety. Initial successes have proven that we are on the right track.”