Photics is a revolutionary leader and pioneer in the world of down jackets. MAMMUT wanted to transfer years of extreme experiences and expeditions into the urban context, to deal with the most hostile conditions that the city also carries. A cutting-edge garment: 100% waterproof, without seams and without any risk of feather loss. It is the first down jacket in the world made with an innovative technology such as the “laser fused”. The Photics collection was launched in winter 2019 with an initial limited edition of 500 pieces including men and women.
The video, produced for the worldwide launch of the men collection, creates an analogy between some of the most extreme and adverse conditions that can occur in the Outdoor world - of which Mammut is a deep expert - and the most severe weather conditions that can be faced in the city. Close-up footages and focus on details emphasize the technical features of the garment, still highlighting the fashion appeal.