Creative Director transforming mail-order brand into a modern lifestyle brand adapted for a critical outdoor market. The challenge was to come through as an honest, transparent and authentic brand without slipping away from priority numero uno: Product first!
Stills / Video / Website
Àkkhá – “The old lady” in Sami, is a mountain massif in the Stora Sjöfallets National Park in northwestern Lapland in Sweden. A bright, wild, exciting, beautiful, wonderful and sometimes dreary mountain regardless of season.
Àhkká reflect a development that is ongoing. Over the years, the mountain peaks, the moss, the birch forests, the birds, the people and the Sami everyday forms the surroundings. Together they dress nature in all possible colors of the earth. Our collection is a tribute to it.