Influx

The June issue of Icon Magazine has a great article about Camper, the Spanish shoe company, where it describes the philosophy and history of the brand.

Some highlights:

- Camper celebrates its roots in the island of Mallorca, a small Spanish island

- The brand emphasizes the local and rural over the global and urban

- It has built a “mindstyle” positioning around slowness- “walk, don’t run”

- Store displays celebrate its roots, some even feature the history of the donkey

- Camper runs an organic farming school in Mallorca and urban farming schools around the world for disadvantaged children

- The brand has recently expanded into food and hotels

The brand eschews the modern world of technology and the fast-paced urban environment for something slower gentler and more considered.

It seems like a very smart place to be and one that is so authentically connected to its origin. In a marketing world that is increasingly trying to pre-fabricate glossy images for brands, Camper stands out because it’s proud to celebrate it’s roots.

The future seems rosy for Camper, as its positioning of the antidote to modern life, will not only always be relevant, it’s broad enough to give the brand with the opportunity to become the world’s first mindstyle company.