Arnar Már Jónsson Has a New Name, But The Same Techy Appeal
If you are familiar with the Arnar Már Jónsson FW22 collection, as I expect many gorpcore enthusiasts are, then you might be scratching your head wondering how this new brand RANRA has managed to get away with creating the exact same collection.
Well, the answer is that in between the presentation of that FW22 collection and it reaching shop floors the brand has undergone a name change, say hello to RANRA.
The new label still includes the same focus on technically-minded clothing and delivering new shapes into utilitarian everyday wares.
However, it is exploring fresh ground with its newly-named label, including more ambitious collaborative practices and, according to a statement by the brand, it will be a "space for poetic yet pragmatic experimentation."
Our first look at the brand's newly heightened focus on collaboration came earlier this year as the label linked up with French trail-running experts Salomon on a collaborative version of its Cross Pro sneaker.
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Re-designing the shoe with a focus on natural materials and artisanal plant-dyeing processes, it was the label's first product release.
Along with the sneaker, a campaign created with Theo Sion and Max Pearmain for the AW22 collection is cited by the brand as providing a flavor of its new vision.
It includes much of what we have come to love from the brand: weather-resistant outerwear with practical considerations such as a reversible construction, pants made from ripstop fabrics, and cozy fleece for cold days in the great outdoors.
And it is all made with a focus on being environmentally friendly which saw RANRA recently win the Zalando Sustainability Award during Copenhagen Fashion Week.
This continues on the work the duo behind the label, Luke Stevens and Arnar Már Jónsson, told us they were carrying out in a previous interview: “It’s a complex and time-consuming process but we believe an important one, to develop clothing sustainably."
The first products to drop from RANRA are available now from the Highsnobiety Shop, presenting elevated outdoor gear with fashion-forward twists. Check it out below.
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