{"id":4326394,"date":"2025-09-08T14:23:33","date_gmt":"2025-09-08T12:23:33","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4326394"},"modified":"2025-09-08T14:40:28","modified_gmt":"2025-09-08T12:40:28","slug":"mammut-launches-emergency-rescue-mission-against-gorpcore","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/mammut-launches-emergency-rescue-mission-against-gorpcore\/","title":{"rendered":"Mammut launches emergency rescue mission against gorpcore\u00a0"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tMammut launches emergency rescue mission against gorpcore\u00a0<\/h1>
\n\t\t\t\n\t\n\t
\n\t\tIn\u00eas Saraiva\t\t
\n\t\tGlobal Communications & PR Director\n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tSeptember 8, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tMammut, the 162-year-old Swiss mountaineering brand, is doubling down on its anti-gorpcore stance with the launch of “Mountainwear Rescue,” its new marketing campaign created by lead agency DEPT\u00ae that positions the brand as the vigilant protector of technical outdoor gear against urban misuse.<\/p>\n\tThis campaign builds on the friction that Mammut’s ‘Not a Streetwear Brand’ campaign explored, which aimed at competitors who started selling clothes for the street, not the summit. Since then, there has been an accelerated cultural shift away from gorpcore, with audiences turning away from the surface-level trend and poking fun at people wearing mountainwear built for extremes, only to see it wither away in the flat, urban environment.

Building on that success, Mammut “Mountainwear Rescue” was born: a fictional rescue division that doesn’t save people from mountains, but liberates mountainwear from gorpcore captivity and returns it to its natural habitat\u2014the mountains.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tSpotting the anti-gorpcore moment<\/p>\n\tDEPT\u00ae’s insight came from observing a growing shift in how people were treating their gear\u2014or rather misinterpreting it, in the eyes of fanatical alpinists at Mammut. The team noticed not only that mountainwear was finally being used for what it was built for \u2014real adventure \u2014but also people calling out others for not giving their gear the life it deserves.
<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t
\n\t\t\u201c<\/span>\n\t\tThis tongue-in-cheek campaign raises awareness of mountainwear misuse, encouraging people to use their Mammut gear as intended: on a mountain in the great outdoors.

Our engineers carefully craft products for mountain conditions, not coffee shops or shopping malls. So, we put together a team of rangers to rescue our products from the concrete jungle and return them to their natural habitat in the mountains.<\/p>\t\t
\n\t\t\u201d<\/span>\n\n\t\tNic Brandenberger, Chief Marketing Officer, Mammut.<\/p>\t<\/blockquote>\n\t
\n\t\t\u201c<\/span>\n\t\tIt\u2019s no secret that a lot of our most highly technical mountain gear sees more city streets than snowy peaks, and our audience was starting to notice.

So with Mammut\u2019s unwavering dedication to everything above the treeline, it was the perfect opportunity to build on the momentum and call out ‘Mountainwear rescue’, a playful campaign that pleads against misuse. Speaking to our bigger mission but not taking itself too seriously.<\/p>\t\t
\n\t\t\u201d<\/span>\n\n\t\tBel Moretti, Creative Director at DEPT\u00ae<\/p>\t<\/blockquote>\n<\/div>\n\n\n\tCaught on camera: the great gear rescue<\/p>\n\tThe hero film employs a multi-footage lo-fi approach designed to create an authentic, raw campaign shot from a third-person POV. DEPT\u00ae used a mix of high-fidelity cameras and 360s to emulate the aesthetic of CCTV, dash cams and ring doorbells, creating ‘caught on camera’ footage showing Mammut officers handing out ‘notices’ to offenders and taking their misused products in the process\u2014an exaggerated and comedic take on the reality of the gorpcore epidemic.<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t\u201c<\/span>\n\tWe’re blending authenticity, confidence, and the authority of our role as a mountainwear brand with the playful humour of clothes literally being rescued.

It’s a knowing, playful wink to show our audience that mountainwear belongs in the mountains, concluding with a punchline as an open invitation for all to use our gear as intended.<\/p>\t
\n\t\u201d<\/span>\n\n\tBel Moretti, Creative Director at DEPT\u00ae<\/p><\/blockquote>\n\n\n\t\n\tDEPT\u00ae has been working with Mammut since 2023, enabling the kind of long-term strategic thinking that allowed “Not a Streetwear Brand” to evolve naturally into “Mountainwear Rescue.”

Beginning September 8, the campaign launches across social media platforms in key markets, including DACH, the US, and the UK, with additional executions planned throughout the campaign period.<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\tON OUR Mind<\/span><\/h2>\n\tVIEW ALL INSIGHTS<\/a>\n\t\n\t\t\n\t\t\t
\n\t\t\t\n\t\t\t\t\t\t\t\t\"\"\n\t\t\t<\/picture>\n\t\t\t\t\t<\/div>\n\t\n\t
\n\t\t
\n\t\t\t
\n\t\t\t\t<\/svg>\t\t\t<\/div>\n\n\t\t\t\n\t\t\t\tInsight\t\t\t<\/span>\n\t\t<\/div>\n\n\t\t\t\t\t
    \n\t\t\t\t\n\t