Marmot Capital Brings Quiet Comfort to FW24 Collection
Through cool hues and minimal design details.
It’s been one year since outdoor gear brand Marmot launched its Marmot Capital diffusion line — headed by Kikuno Kiki of Japanese streetwear label PURPLE THINGS and designed for urban wear in place of the main line’s backcountry styling. Now, as the brand continues to dial in its ethos it’s released a brand-new FW24 collection.
The offerings are relatively understated compared to the inaugural FW23 collection, which included several pieces with contrasting panels and a bold pastel stripe. Here the brand focuses on simplicity with mostly monochromatic fabrics, trims, and details. However, a dynamic mix of materials is styled together throughout the campaign to add depth. Matte shell outer layers ground the collection, while glossy light-weight technical fabrics and plush fleece jackets add warmth to the minimal aesthetic.
Overall the color story is reminiscent of the nighttime hues found in the Northern Lights. Standout items include a ski jacket doused in a beetroot shade and a washed-out neon green puffer jacket – cooling down the “BRAT green” shade that took over internet memes this past summer. Without leaning too heavily into retromania, Marmot Capital incorporates logo-play with intarsia Marmot beanies, a hoodie with a faded black and white breast graphic, and a long-sleeve crewneck featuring a nostalgic Marmot sports logo.
The new collection comes off the heels of the May 2024 release of the Marmot Capital x Crocs QT Low, which updated the Crocs Quick Trail Low from 2010 with a purple mesh collar and bungee laces.
The FW24 collection will be available on September 12 at Marmot Capital stockists.
