Paris Fashion Week Had an Outdoor Problem — In the Best Way

During Paris Fashion Week, I was able to meet with several brands and key players in the outdoor universe. I took the opportunity to produce a short series of videos presenting the brands as well as their SS27 collections, which are available on the media. In addition to these videos, I also had the opportunity to visit a few showrooms of brands that I am particularly fond of.

SOAR embodies the perfect alliance between performance and a passion for running. The London brand, founded in 2015 by designer and runner Tim Soar in Hackney, places textile innovation, avant-garde design technologies, sports science, and field feedback from athletes at the heart of its approach. Each piece is designed to pay tribute to the unwavering commitment of runners around the world.

With its SS27 collection, SOAR offers a complete range of apparel and accessories, simplifying the gear for male and female runners alike. The impeccable quality of the products, which I was able to verify during a showroom visit, confirms the brand's high standards. A major innovation is on the horizon: the upcoming arrival of shoes in the range, which are currently still under embargo. An announcement that promises to mark a new chapter for SOAR.

Merrell 1TRL has partnered with the creative studio Flowerhead to celebrate the 20th anniversary of the Moab franchise.

On the occasion of the preview of its SS27 collection in Paris, Flowerhead designed a bespoke sculptural installation for the Merrell 1TRL showroom. Drawing inspiration from the iconic geological formations of the Moab region in Utah, as well as the ceramic manufacturing process itself, this work combines hand-molded shapes and exposed earth textures to evoke the history of the Moab OG 1TRL.

Flowerhead extends this narrative through a series of handcrafted ceramic keyrings, featuring custom ammonite shapes, blooming red cactus flowers, and details inspired by tafoni, adding to the brand's iconic motif.

The Keen showroom probably had the most beautiful scenography (I invite you to check their Instagram for more details), in addition to the pairs that are classics, there are magnificent collaborations coming up, such as with Phileo, of which I am a fan. On top of that, the Greater Goods team was present to customize our Keen pairs and give out water bottle holders along with a Greater Good branded Nalgene bottle. A complete showroom with some beautiful surprises!

The Swedish store KA YO organized its very first appearance at Paris Fashion Week with a showroom to display the upcoming collection of KA YO LAB, the store's in-house brand. It was a pleasure to meet the team and to see what the clothing actually looks like in person, and I am impressed by the advanced artistic direction found in details like the tags and clothing designs. I can't wait to see what's next, as I believe the brand has a bright future!

od.A is a young brand that launched its first pair of shoes recently, and they plan other releases very soon and it's worth the detour: every detail is ultra-worked, whether it is the pair itself or everything that revolves around it like the image, the box or even the book they were able to make for the occasion. I can't wait to see this brand grow!

I had the pleasure of meeting Jesper, a team member at Houdini, who shared with me the subtleties of the Pace SS27 collection.

Founded in 1993 in Sweden, Houdini embodies the excellence of minimalism: impeccable cuts, clean design, and craftsmanship quality that leaves nothing to chance. A brand that, unsurprisingly, is among my favorites.

I had the honor of seeing Valentin at the Klättermusen showroom, where the brand unveiled its SS27 collection.

Klättermusen never fails to surprise: every season, its pieces, garments, and accessories offer a rich and varied palette for both men and women. A diversity that confirms the brand's boldness and innovation, even more so with their next major release: their hydration vest!

John-Ruben Holtback, founder of the Unna brand, in his Parisian showroom located at 9 rue de Thorigny, in the 3rd arrondissement.

Founded in Stockholm in 2022, UNNA reinvents activewear by placing the pleasure of movement and well-being at the heart of its philosophy, far from the codes of pure performance. Committed to the environment, the brand relies on sustainable materials such as ECONYL® or organic cotton, while donating 5% of its profits to health-dedicated initiatives.

John-Ruben enthusiastically presented the SS27 collection to me, a new step that confirms the promising potential of this young brand.

I had the opportunity to discover the Portal showroom, where John, one of the brand's four co-founders, revealed the SS27 collection to me.

The ambition for this new season: to constantly optimize existing pieces, while venturing into the world of eyewear. A first eyewear prototype, still in development, but already hinting at a very promising future.

To wrap up this article, we joined forces with Ciele Athletics by organizing a workshop dedicated to their iconic caps.

Re-Run, Ciele's flagship initiative, embodies this philosophy: giving a second life to caps with imperfections by transforming them into unique and exclusive pieces.

The 15 participants were able to take home a Ciele cap and make it their own creation. They left with a customized tote bag for the occasion, as well as a cap from the very latest collection.

Images by Outside Details