Montane unveil new campaign to encourage customers to ‘Find Their Unknown’

British outdoor clothing brand, Montane, has launched its overarching campaign for AW22 to encourage customers to ‘trust your kit, trust yourself, and find your unknown’.

Shot on the Skye Trail on the Isle of Skye, the ‘Find Your Unknown’ campaign is set against a backdrop which encapsulates the grittiness and authenticity of the campaign’s ethos, with the scene of both a Skye Hike and Skye Trail Run reflecting the versatility of the kit.

The campaign is a transition from Montane’s recent ‘Find Your Alive’ AW21 campaign, and promotes an ethos of versatility, with a message that no matter whether you’re walking, hiking, running or ski touring, when you are protected, no project is off limits.

The core message of the campaign is encapsulated by the Anti-Freeze Hoodie, a warm, packable and lightweight down insulated jacket that is part of the outdoor brand’s new Anti-Freeze product franchise, as well as the Phase Jacket, a lightweight, packable GORE-TEX waterproof jacket that is part of the new Phase product franchise.

Montane’s Global Marketing Manager, Matthew Hickman, said: “The ‘Find Your Unknown’ campaign is the natural next step for Montane as a brand, as we continue to encourage consumers to escape their ordinary and seek wider horizons, in the teeth of their next adventure.

“The ethos of the campaign is embodied in the belief that when you trust the protection that your gear gives you, you can be braver, you can commit to more, in search of pushing yourself deeper to discover your own ‘unknown.’”

The campaign is embodied by standout items amongst Montane’s AW22 range, both old and new, with flagship items such as the Fireball Jacket, Protium Hoodie, and Dart T-Shirt, in addition to recent additions such as the Fireball Lite Hoodie, all displaying key characteristics of ‘the Find Your Unknown’ ethos.

Speaking on the launch of the new campaign, Marie Cheng, friend of Montane, said: “If there is one thing that my own journey has taught me, it is that only when we start to step outside of ourselves, our fixed views, beliefs and habits, that we really begin to learn the most about who we are and just what we are capable of. And with it the realisation that only then do we reap the greatest rewards. The new campaign for Montane perfectly captures that, pushing you to test your resolve and sharpen your appetite, in the belief that no project is off limits and no wild landscape too far off grid.”

The campaign has launched alongside the new AW22 range which consists of packable down, insulated and breathable waterproof jackets, durable legwear, and warm, technical fleeces. Expertly engineered to enable you to confidently explore wild landscapes, the range has been designed to inspire and motivate, earn trust, and enable and protect you.

For more information on the ‘Find Your Unknown’ campaign, head to

The AW22 collection is available now at

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