Ortlieb brand intro
for hhv journal
Copywriting to introduce German brand Ortlieb to the hhv audience.
The hashtag “#waterproof” has 3.1 Million listings on Instagram (as of 21.01.22). These numbers give a first impression of how much people care about being prepared against rainy, stormy weather. It also shows that sturdy, waterproof garments are now more fashionable than ever. The term “Gorpcore”, which has become a common saying in recent years, takes its name from hikers’ staple food: “Good ol’ Raisins and Peanuts.” It’s linked to the rise of outdoor wear seen in the cities and the invasion of outerwear into the fashion scene. Against the recent trend, some brands already saw the need for waterproof products decades ago and have enhanced their products ever since. One of those OG’s is the German brand synonymous with waterproofness – Ortlieb. It’s time to look at what makes Ortlieb unique and where they’re coming from.
The story of Ortlieb begins in 1981 in South England. Hartmut Ortlieb from Nurembergstands next to his fully packed bike in the middle of the South-British hills, which he had planned to explore by bicycle. But, unfortunately, the weather threw a spanner in the works and day in day out; he saw nothing but raindrops drenching his tent and clothing. When he saw the tarp of a passing truck easily repelling the water coming from the sky, Hartmut Ortlieb had the idea that would change the game for bikepackers.
...
Full article here
Peter Obradovic, Berlin, 2023