Mammut – Through The Lens

For this project, Beinghunted. partnered up with Swiss heritage brand Mammut to showcase its high-performance gear beyond alpine roots, emphasizing the brand’s relevance in daily life. Rather than developing new products, the project highlighted existing Mammut pieces, styled to accentuate their versatility and aesthetic appeal. The collection was presented through a lookbook shot in Berlin by Ryan Molnar, which received amplified organic coverage through key media platforms.

Reimagining Mammut was a key driver behind the concept, one that we wanted to transcend the Beinghunted. lens. Therefore, we sent a selected range of products from the collection to global creative figures connected to the outdoors. The recipients styled the items to their aesthetic context, adding a new layer of reinterpretation to the Mammut appeal.

To celebrate the project, a launch event was held in Berlin on March 27th at the iconic Frankfurter Turm. The event showcased a select range of items from the collection and was supported by Berlin-based music collective Einhundert. For one evening, the Matterhorn’s spirit met the city’s energy, reinterpreting the idea of a summit.

Beinghunted. holds a simple, slightly unfashionable conviction: most brands underuse the potential they already own, reaching instead for the collaboration, the move nearly everyone now makes by reflex. This project was the counter-argument. Run as a stand-alone activation, separate from Mammut’s wider marketing, it set out to reveal the untapped potential in the brand’s core collection and to prove that, given the right framing, that range already carries the cultural relevance a collaboration is meant to buy. Drawing on over 20 years in the functional lifestyle segment, the work curated for long-term relevance rather than quick aesthetic effect, a low-friction way to reach a younger, design-aware audience on its own terms.

Credibility came from a fashion-focused creative team whose networks act as cultural entry points, lending peer-to-peer validation, while a parallel seeding campaign extended reach to a like-minded international audience. A Berlin gathering closed the loop with direct, in-person feedback. The response was quietly conclusive: the core product was enough.