New British outdoor clothing brand, Jöttnar, today announced that its launch is scheduled for autumn of this year. The company designs and manufactures technical outdoor clothing and gear for mountaineering, winter climbing and all-mountain skiing. Its range for men and women has been developed and tested by professional mountain guides and is aimed at committed outdoor enthusiasts. Its gear will initially be available through their website and via an exclusive selection of specialist retailers.
Jöttnar is an independent and privately owned company that was conceived in the Arctic Circle during a Norwegian winter. Its two founders, Tommy Kelly and Steve Howarth, are both former Royal Marines who are well aquainted with cold, wet and vertigo-inducing environments.
'Having spent most of our adult lives in the outdoors, as well as being mountaineers, skiers and climbers, it's satisfying to be able to channel all of this passion and experience into creating the company and its product,' says Kelly. 'Clean lines, uncluttered design, athletic tailoring and a real focus on detail are the defining features of the range.'
Built initially from a kitchen table, the company quickly formed partnerships and acquired licenses with some of the industry's major fabric and technology suppliers as well as assembling a global logistics infrastructure.
About the Product
The launch range includes shell outerwear as well as hybrid mid-layers and down insulation pieces.
The use of Polartec's Neoshell offers market-leading performance in Jöttnar's shell items through superior breathability and stretch; the hybrid construction of its mid-layers allows warmth where needed most and stretch/breathability elsewhere. The hydrophobic down products use nanotechnology to repel moisture and retain loft when wet. Their box-wall construction and high Fill Power contribute to exceptionally warm and weather-proof garments – as attested to by Mark Thomas on his recent first ascent of Jöttnar (Scottish VIII,8) on the Aiguille du Midi's north face.
Sleek, minimalist, technologically advanced and durable – each item has been subject to an extended development and testing programme.
'The items selected for launch,' says Howarth, 'have had to fulfil an exacting set of criteria. Unless a garment is truly innovative, exceeds existing industry performance standards and answers a meaningful need amongst our target customer, then we don't proceed with it. Our launch range is small but tightly focused and we're confident that each item will exceed expectations.'