[Evil]

Uniqlo's ultra stretch denim is a bargain alternative to boulder denim...

[cheque]

This ad just popped up on my Instagram feed. 

[andy popp]

At Helsby of all places.

[SA Chris]

At Helsby of all places.

#staylocal

[mark20]

First ever “Vertical fashion show” bouldering competition
https://www.instagram.com/p/COFNorar3JK/?igshid=1fycmqrys8ew0

[Fiend]

This ad just popped up on my Instagram feed. 

Always liked those trainers but the trousers are dismal and WTF is that even an advert?? Totalbumbleshite.

[Will Hunt]

First ever “Vertical fashion show” bouldering competition
https://www.instagram.com/p/COFNorar3JK/?igshid=1fycmqrys8ew0

Sponsored by a company called Jason's Sourdough 

[turnipturned]

I always wondered when ‘non climbing specific’ lifestyle brands would explicitly venture into bouldering apparel. Probably happened before, but thought this was interesting. A sign of things to come?

https://www.elementbrand.co.uk/mens-collection-future-nature/

[SA Chris]

It's all "lifestyle sport" brands "seeping" into other markets - common among "board" sports (Quiksilver a prime example), interesting enough that bouldering has sufficient profile to be recognised now though.

[Will Hunt]

Future is Nature and Bouldering is Rad!
Future Nature salutes the styling and teachings of the great outdoors counterculture pioneers.
Inspired by the vibrant and eclectic style of 70's and 80's Californian hippy hikers and misfit rock climbers.
Mixing abstract rock formation patterns with vivid highlight colours, only a spring wilderness can naturally create.
Field tested on location by French bouldering champions Léo Avezou and Maelys Agrapart, this eco-conceived, versatile collection serves both urban utility and casual outdoor adventure.
Go outdoors more, Future Is Nature!

So much irony packed into one short paragraph.

[petejh]

To be fair to them it passed a field test^TM, on location^TM, by two bouldering champs. Must be

   

[Wil]

Have they just discovered a cache of goalkeepers' shirts from the 1990s?

[lagerstarfish]

Future is Nature and Bouldering is Rad!
Future Nature salutes the styling and teachings of the great outdoors counterculture pioneers.
Inspired by the vibrant and eclectic style of 70's and 80's Californian hippy hikers and misfit rock climbers.
Mixing abstract rock formation patterns with vivid highlight colours, only a spring wilderness can naturally create.
Field tested on location by French bouldering champions Léo Avezou and Maelys Agrapart, this eco-conceived, versatile collection serves both urban utility and casual outdoor adventure.
Go outdoors more, Future Is Nature!

So much irony packed into one short paragraph.

"on location" being an indoor bouldering wall

[HaeMeS]

More luxury vertical fashion by Fendi this time:

[Serpico]

More luxury vertical fashion by Fendi this time:

Is it just coincidence that 'Fendi' is an anagram of UKB's own fashion guru Fiend?
Probably.

[remus]

Is it just coincidence that 'Fendi' is an anagram of UKB's own fashion guru Fiend?
Probably. Definitely not.

Did you see those compression socks? Definitely an undercover arm of Fiend Enterprises PLC.

[teestub]

https://www.instagram.com/p/CO0N5Vuipqt/?utm_medium=copy_link

Also saw the shoes in this one and wondered whether they might be getting a call from the La Sportiva IP department!

[Will Hunt]

There is just soooooooo much to unpack here. It's an outdoor brand incepted by Ant Middleton, Alan Partridge, and Tommy Robinson.

https://thrudark.com/blog/op-skyefall/

[galpinos]

There is just soooooooo much to unpack here. It's an outdoor brand incepted by Ant Middleton, Alan Partridge, and Tommy Robinson.

https://thrudark.com/blog/op-skyefall/

Wow! That is........ quite something.

[erm, sam]

I saw a bloke wearing a Thrudark jacket walking his dog, sorry, doing recon with his dog on the road along the bottom of Stange, sorry, doing an incursion into rugged terrain, the other week. He looked well hard, sorry, soft.

[crzylgs]

There is just soooooooo much to unpack here. It's an outdoor brand incepted by Ant Middleton, Alan Partridge, and Tommy Robinson.

https://thrudark.com/blog/op-skyefall/

I lasted 2s on that website before the laggy mouse animation was doing my head in and I quit. Good job to the big brains who made that design choice.

[Duma]

Aslan Steel (ThruDark Videographer)

amazing

[teestub]

There is just soooooooo much to unpack here. It's an outdoor brand incepted by Ant Middleton,

I see Foxy from that SAS show is one of their ambassadors (who also include Nims and Mingma so fair play).

I’m guessing you’re not their target audience Will!

There’s quite a few of these sort of fashion/outdoor brands out there now, this ones seems to be aiming for a slightly different market to the usual Shoreditch one.

I wonder if the kit is actually any good, it doesn’t look horrendous and seems be made out of the right sort of materials. Eye watering prices though!

[SA Chris]

LDNCLMR are all over this I hope.

[cheque]

I wonder if the kit is actually any good, it doesn’t look horrendous and seems be made out of the right sort of materials.

I’d only heard of the brand before this from the bloke who films for Nims Dai’s Instagram. He/ they went up Everest in it so I guess it works.

Not sure this is really an example of climbing going mainstream though? Just seems like an outdoor brand marketing at the presumably lucrative ex/ current/ wannabe- forces demographics (edit: also football casuals), albeit hilariously to the rest of us. I can’t see anything specifically rock climbingy on there (although it is quite dark) and the link between mountaineering and the army is well established.

Given that all the Berghaus marketing I see these days is along the “hipsters scowling in turquoise cagoules” variety I guess they’ve sensed a gap in the market. “Trust is Earned” is literally an old Berghaus slogan- my other half has an older jacket with it on the label.