Pure Mountain Company Partner We Love Abetone Stagione invernale 2010/2011
We live for the mountains, because we need to experience the mountains every day of every year. Begin with the world’s best athletes. Listen to them. Outfit them. Make them better. Before, it was only about product and specs and design. And it still is, but now our innovations have a pulse, a human desire, and a meaning. Under our technology beats a heart.
We use this expertise to create technical gear to do the stuff we love to do. Then we use the same intensity to create all that is casual. Because that’s how we live in the mountains: through product that enhances the lifestyle. We are a fundamental ingredient of the lifestyle. We are part of the lexicon. Not just the most respected brand, but a word that is synonymous with great memories, epic adventures and incredible friends. And yes, anyone can say they’re an authentic mountain sports lifestyle brand. We can prove it.
With our athlete-based R&D, our leading technology and our real connection to the mountains. To most, the mountains are a part of the environment. Not for us. For us, the mountains are the blood that flows in our veins. This is the place where we become who we were meant to be.
Here the air is different. Cleaner, cooler, fresher. It enables a sense of freedom and space that opens the mind and encourages adventure. And it challenges us to accomplish the unimaginable. The mountains give us a sense of place within a complex space. They deliver energy and inspire. Here we find ourselves. And whether it’s dropping a cornice, grinding rails, capturing first tracks or simply climbing to the top, these mountains feed those who love them.