Moncler is one of the most expensive outdoor fashion labels in the world, but is it a French or an Italian brand?
Today, Moncler is officially Italian, having been owned by entrepreneur CEO Remo Ruffini since 2003. However, the brand was founded in France by two French businessmen, the name Moncler was inspired by a French alpine town, and the company’s flagship store is in Paris.
Read on to learn more about Moncler, the products the company offers, and why it’s considered an exclusive and luxurious brand.
Rocking Moncler On The Mountains
Moncler’s roots can be traced back to the early 1950s when two French entrepreneurs founded the company, originally focusing their attention on sleeping bags and tents. It was founded in the middle of a mountainous village in the French Alps called Monestier-de-Clermont.
It was this village that provided the title for the company, with the two main terms in the village name combining to form an abbreviation. Moncler had been trading for around two years when the potential of ‘down jackets’ was identified.
Originally, Moncler had created down jackets – coats padded with feathers – to guard its workers against the cold of the French mountains. However, these coats drew the attention of a French mountaineer by the name of Lionel Terray, who immediately recognized an opportunity.
Within a few months, Terray had approached Moncler and struck up a deal, and in no time at all, the first full Moncler down range was being distributed. It featured jackets, gloves, and sleeping bags, all of which boasted high-quality production processes and fine materials.
As the years wore on, Moncler grew exponentially in popularity, expanding outside of the picturesque alpine regions of France. By the mid-1960s, Moncler was being used to equip winter Olympians, Arctic explorers, and skiers the world over.
Subsequently, changes in fashion occurred and Moncler capitalized on them, creating increasingly bright and colorful jackets. This dazzling outdoor apparel began making appearances on ski slopes around the world as word spread that Moncler was a brilliant brand.
However, a financial downturn throughout the 1990s left the company in a state of jeopardy, and it was ultimately rescued by Italian entrepreneur, Remo Ruffini, in 2003. He reinvigorated the brand and returned it to its former place of glory, breathing fresh life into the label.
Snowballing
What started as an intensely French company eventually became an all-Italian venture. Today, Moncler is listed on the Milan Stock Exchange, with more than sixty percent of its shares being owned by the market.
Ruffini’s revival paid off for Moncler, which stands today as a dramatically popular brand, especially among the world’s elite. It’s expensive, exclusive, and high-quality enough that it is cleared classified as a luxury brand.
Following a rather strange fashion trend whereupon outdoor clothing became everyday streetwear, brands like Moncler soared in popularity. There was a wealth of people picking out expensive ski jackets to wear as they simply sauntered along the sidewalk.
The brand found further boosts in popularity when it became the jacket of choice for several celebrity personalities. Arguably the best example is in the music video for the song Hotline Bling, where Drake is seen wearing a cherry-red down jacket by Moncler.
Reportedly, Moncler sales spiked dramatically from the moment the video aired, once again proving the power of modern media. Since then, legions of fashionable celebrities have invested in Moncler products, such as Reese Witherspoon, Victoria Beckham, Lindsay Lohan, and Nicky Hilton.
There’s a considerable battle for the top spot where outdoor clothing is concerned, and the two brands doing the majority of the fighting are Moncler and Canada Goose. The latter brand was founded at almost the exact same time as Moncler, in Toronto.
Today, Canada Goose manufacturers mostly the same products as Moncler, but offers them at a much more affordable price. However, there are plenty who believe that Canada Goose makes for a more practical option, and offers better protection against the elements.
Although, it’s mostly a subjective debate, and the diverse ranges of both brands mean that there is a constantly changing landscape where offerings and quality are concerned. Ultimately, it all boils down to which aesthetic you prefer, how much you’re willing to take care of your jacket, and how much money you want to spend.
If money isn’t a problem, then jump into the Moncler pool, but if you prefer rugged practicality over fashion or image, then, by all means, pick up a Canada Goose product.