When high-tech apparel conquers the asphalt, the Swiss mountaineering equipment supplier Mammut is sending a clear message: Mountain sportswear belongs on the peaks—not on the pavements! The twist? Mammut means business.

Shell jackets, down coats, and other technical outdoor apparel are increasingly seen as fashion statements on city streets. With its Fall/Winter 25/26 campaign, the Swiss brand Mammut is consciously pushing back against this trend. The first promotional spots on the streets of London highlight the so-called „Mountainwear Misuse.“ The reactions? Divided. The community? Some love the campaign, others hate it—and a fierce debate is igniting in the comments sections over where technical mountain clothing truly belongs.

In addition to the ads, Mammut is taking things one step further: Following the Mission Impossible-style launch in London, the marketing team—tongue-in-cheek labeled the „Mountainwear Misuse Advisory Panel“—returned to Switzerland. There, they created a satirical series featuring Canadian influencer and comedian Katie Burrell, who both directed and starred in the episodes. Filming took place at the Mammut headquarters in Seon and in the middle of Zurich. Renowned Mammut athletes Jakob Schubert and Lindsey Hamm, as well as influencers Jannick Apitz and Tegan Phillips, were also involved. The series is now running on Instagram, with Episode 1 and Episode 2 available.

For those who thought that was the end—here comes the showdown: Mammut is pleased to announce the formation of its very own „Mountainwear Misuse Ranger Team,“ consisting of genuine mountain sports enthusiasts Cara Nemelka and Marius Isman.

Their mission: to expose the misappropriation of mountain apparel in the city—starting with Munich’s Oktoberfest, where down jackets and similar gear regularly end up on the shoulders of hardshell hipsters instead of on snowy mountain peaks.

Mammut CEO Heiko Schäfer comments: „After years in exile on urban sidewalks, Mammut’s mountain gear is finally being liberated. Thanks to Mountainwear Rescue, down jackets and hardshells are returning to where they belong: on glaciers, at granite walls, and in snowstorms. Hand on heart—a hardshell doesn’t dream of milk foam, it dreams of powder. And Gore-Tex wasn’t invented to protect against latte stains!“