Guest author: Melanie Gath
For the new autumn/winter collection, the owl is showing up in a whole new design. namuk classics such as the Mission snow jacket or Quest snow overall, among others, will be sporting this playful and singular look. The “Legna Polka” print is an eye-catcher and sparks curiosity. What’s the story behind the print? I spoke with Design Director Andreas Huber to find out.
How did the new design come about?
Andreas: It was important to us from the start to continue telling the story surrounding the pinewood from the new store concept we launched this year. That’s also how the Legna print was developed. Trying out different elements, and the idea from Franz (namuk founder and CEO Franz Bittmann) to again move in a totally new direction, got me to thinking about this classic element, the polka dot. Another important point for us – especially for the ski clothing – is the safety component. Children must stand out on the slopes and be easy to see.
The polka dot first appeared in the 1920s – inspired by the ladybug and the symmetry of the dots. It’s a childlike and at the same time iconic design element that adults also have a positive association with. But to keep it from being too classic, on the other hand, we decided to integrate the owl in a whole new design. The story behind it that arose in our minds is: The little ladybug and namuk the owl jump onto the pinewood and then directly onto the slope.
namuk now in polka dots, too
How long does it take to go from the idea to the final design?
Andreas: It’s a process. After an initial briefing, an internal market and sales analysis, comes the most complex part: the research. There is really a lot of research work before I then start talking with the development team. And then there’s always a technical element to implement that comes into play, too. For me, first and foremost, the concept as a whole has to make sense, too. The story behind it is important to me. I collect pictures for inspo, like you would for a mood board. They also help later for the photo shoot and visual storytelling. I would say that the whole process takes at least two months, sometimes three.
How, specifically, was the print created?
We drew our new interpretation of the owl by hand. The Legna print was also drawn by hand.
A lot of namuk products say that every piece is one-of-a-kind. Is that also the case for this new print?
The look is always the same, but the dots and owls are ultimately not in the same position. That’s also because of the pattern we use to cut the cloth and the different sizes. The direction of movement just has to match when it’s in production.
What, to you, is special about the new collection?
We have certainly created a new eye-catcher – but with an original story. We would never just throw on some little flowers and glitter to somehow stand out. namuk has a fearless design language, I’d say. That is an important unique characteristic Our wish is that people will immediately recognize the ski collection as namuk when they see it on the slope. And as I said before, the safety component is also very important for us.
When namuk develops new products, they’re always tested by the ‘mole kids crew.’ Do you also specifically ask the kids about the design? Do you ask the kids in advance if they like the style?
When kids come to us the for the fitting, we ask the parents and kids what they think of the design. Often, it’s not even necessary, because they come right out and tell us what they think of the prints.
If you had to describe this new collection in three words, what would they be?
Playful, authentic, and independent.
Interview with Design Director Andreas Huber
