Also helping the French brand in its incredible rise has been the ‘Gorpcore‘ trend (we talked here, “Gorpcore: who dress like an Hiker in the City”) and the collaboration with JP Lalonde, who joined the brand in 2016 to lead the Sportstyle division, designing shoes that are faithful and authentic to performance, but recontextualised.
That same year, the Parisian boutique ‘The Broken Arm’ displayed them in the store window on Rue Perrée.
Shortly thereafter, those attending Fashion Week or simply passing through Paris went to the store to purchase the XT-4, XT-6 and Snowcross models. The relationship between the brand and the boutique solidified to such an extent that it resulted in a collaboration that continues to this day.
Customers who bought Salomon shoes from ‘The Broken Arm’ attended the most important events of the Paris Fashion Week, matching them with sophisticated haute couture dresses. From there to the most influential online publications and Steetstyle magazines, the step was short.
The Salomon trend has grown more and more, until it has become a reference brand for the fashion industry: while crossover brands like The North Face and Nike ACG compete for the same target audience and others draw on Skate, Hip-Hop, and Basketball culture, Salomon is above the parties, focusing on the product itself. This is its strength.
A metro Paris train during the Fashion Week in 2021