Mountains, water and the bike
The combination mountain, water and cycling is one of the most significant parts of lookbook stories for outdoor wear in Spring/Summer 2014 such as seen in early March 2014 at the catalogue by Schöffel. The rich illustrated campaign publication tells the story about urban people who are living in metropolitan cities; the townsmen and -women are burning calories by standing - not sitting, in subways, they are using spinning-bikes in fitness studios and order via internet the latest home-trainer. Schöffel's story about the lifestyle of today's urban people is entitled with the (German language) motto 'Ich bin raus' which means as much as being released by going outside into nature.
fig.: Woman in front of a mountain lake with rucksack. She wears the fruity orange colored jacket 'Alliston' (stretch material by Venturi, water/wind repellent) and flash blue pants.
fig. below, left: The image shows a man walking through a river; he wears 'Easy M' touring jacket (muted orange) and trousers (marine blue); both are made from water and wind repellent Venturi material. Right: The cyclist wears a hiking polo in neonlight green and dark, knee-length trousers.
All pieces by Schöffel, Spring/Summer 2014.