The Swiss fashion brand Muntagnard has come up with something special to highlight its circular concern: True to the motto “Not just a piece of fabric. “A piece of Graubünden”, customers will now receive a one square meter piece of land in Graubünden for free when they purchase a MIUtec jacket from the brand.
“In cooperation with the community of Chur, a wonderful forest plot was made available for this purpose,” explains Muntagnard in a press release. The property with a view of the Graubünden mountains was deliberately chosen in an area that may neither be built over nor cultivated – so nature remains nature.
“Of course we want to attract attention on the market again with this campaign,” confirm the two founders Dario Grünenfelder and Dario Pirovino. “But stand out with a real promise and with real messages in it. The MIUtec jacket won two awards at ISPO 2022 for its innovative and sustainable design. Every little detail of the jacket was designed with a sustainable future in mind. And she looks great too.”
“The idea is intended, on the one hand, to convince you that you can really preserve your little piece of Graubünden here. On the other hand, the charm should also delight Muntagnard’s customers. For example, everyone who purchases the jacket receives a signed ‘Grey Alliance’ with Muntagnard to purchase the land. And this creates a community of new Graubünden residents who of course also benefit from other exclusive advantages,” add the two founders.
If you don’t need a new jacket, you can take part in a competition and get your piece of Graubünden.
Just last year, Muntagnard attracted attention with another innovation: the first biodegradable showroom, which could rot in the Viamala Gorge in Thusis in Graubünden.
Muntagnard means “mountainer” in Romansh and was founded in 2018 with the aim of creating the best possible jacket while uncompromisingly combining business and sustainability. A T-shirt made from wood fibers (the first plastic-free T-shirt in the world) followed and then their own fabric developed from Swiss wool.
“We are taking new, unknown paths to advance sustainable innovations and make them tangible. For us, sustainability is not a goal, but the actual starting point and a lever for innovation and continuous development,” says the label on its website. In the podcast, the two founders talk about the company’s beginnings, its sustainability strategy and what the designers want to achieve with it.