HowToTrip Exclusive Interview with Highland Camper's Technical Director Heike

HowToTrip: Are there any differences in product design between the European and Asian markets?HCDo you adapt your products specifically for the Chinese domestic market?

Heike:In the outdoor sector in Europe and America, outdoor clothing is categorized very specifically, with designs and production tailored to different outdoor activity environments and the needs of those particular activities. In contrast, in the Chinese mainland market, outdoor clothing is more oriented toward casual wear and everyday usability. People often wear outdoor apparel for daily commutes, morning exercises, doing housework, and so on. To meet these market demands, the technical specifications of outdoor clothing often do not need to be overly high, which can lead to wasted functionality and unnecessary costs.   

Highland CamperWhile staying true to its outdoor-focused essence,2016’s new products have appropriately incorporated more everyday elements. For example, there are professional products that offer20000mm/20000g/m2/24H waterproof and breathable ratings, as well as3000~5000rated casual wear, aiming to provide consumers with a more economical yet high-quality product experience.

HowToTrip: Can you analyze howHCensures product quality from a product perspective?

Heike:Currently, the outdoor brand market in China is diverse and vibrant. Both international and domestic brands offer a wide array of products to consumers. While brands increasingly pursue cost-effectiveness, they often overlook product quality itself. Outdoor products, due to their special functionality, have stringent requirements for materials and craftsmanship — such as the difference between water-resistant and waterproof materials, the stability and durability of bonding techniques, the longevity of claimed functions (like quick-drying), the rationality of material paneling, and the sensibility of cutting and design — all of which are often overlooked by consumers.

Maintaining product quality while providing high-quality goods to consumers has always beenHighland Camper’s pursuit. The level of craftsmanship is often also a benchmark for distinguishing product tiers. As mentioned earlier,Highland  Camper’s newly developed products, while creating items with varying functional ratings to suit the needs of different consumers, consistently maintain rigorous craftsmanship standards.

HowToTrip:Highland CamperWhat principles does the team follow in selecting materials?

Heike：For outdoor gear and apparel, the soul that enables their functionality and gives them real substance lies in the materials. Their durability, insulation, waterproofing, and breathability are all achieved through specialized materials. In the current domestic market, where quantity is prioritized over quality, various materials that rely on post-processing finishes or merely mimic the appearance without delivering true performance often result in consumers purchasing products whose functional longevity is short-lived.Highland  Camper The selection of materials adheres to consistent scientific and practical standards:

(1)SS16 The cotton used in the productsTT-shirts continues to feature the highly acclaimed100%long-staple cotton fabric previously launched on the market. Compared to regular cotton, long-staple cotton offers eco-friendly and healthy properties, with exceptional comfort and softness. It boasts superior quality, longer fibers, excellent breathability, a silky sheen, higher strength, and outstanding comfort.

(2)SS16The functionalTT-shirtsHighland Camper  will prominently feature Italian SENSITIVE  GGAQ quick-dry fabric, which features a unique three-dimensional elasticity and high-contentLYCRAelastic fibers to ensure freedom of movement, durability, and shape retention after washing. Compared to most quick-dry fabrics on the market that achieve moisture-wicking and breathability through post-processing but lose these functions after just a few washes,4~5the GGAQfabric’s honeycomb-like porous structure promotes better air circulation between fibers, enhancing breathability and heat dissipation. The material is also easier to care for—suitable for both hand and machine washing—resists pilling and snagging, and maintains its quick-dry and breathable properties over the long term.

(3) The fabrics for windbreakers and hardshell jackets Highland Camper utilize environmentally friendly materials from Germany, Sympatex boasting a waterproof and breathable performance rating of 20000mm/20000g/m2/24H up to [specification], making them fully capable of withstanding any harsh environment.

(4)Highland Camper 2016 The newly launched footwear will be researched, developed, and produced directly in Italy, Europe. Tepordry It includes professional waterproof and breathable sock liners; Vibram a uniquely grippy rubber outsole; EVAa cushioning and shock-absorbing structure; as well asOrtholite a multi-porous breathable midsole structure that offers moisture-wicking, anti-microbial, and anti-fungal properties to keep feet dry and comfortable for extended periods. These technologies and materials will be applied and leveraged to the greatest extent possible, providing outdoor enthusiasts with a top-tier experience.

Greenfield Network (绿野网):HCWhat kind of philosophy do you want to convey to Asian users?

Heike： HCWe are a very globalized team—we have Canadians, Europeans, Germans, Italians, and also Chinese—so we are truly an integrated global team. Facing the increasingly severe environmental challenges worldwide, sustainability has become a universal demand. Our philosophy is to protect the environment and achieve sustainability. The materials we use comply with the latest global environmental standards. For example, we collaborate with eco-conscious suppliers likeSympaTex[supplier name], and while this may not significantly boost our brand's economic performance, as a principle, we must stay committed.

Heike： In addition, many clothing designs are quite similar, and if you cover up the logos, it’s hard to tell which brand they belong to.HCFrom the very first collection, the designer has intentionally created a clear design line in the products. This design line could be a line, a print, or an outline. But such designs also carry significant risks — the market may not immediately embrace them. However, as a brand, it should strive to be distinctive.

Green Field Network: Not long ago, Greenpeace exposed that many major outdoor brands across the country use waterproof clothing containing carcinogenic substances. Regarding this issue —HCwhat kind of measures will be taken?

Heike： This is why we started collaborating withSympaTexfrom the beginning. BecauseSympaTexas a German material supplier, they provide a highly functional and eco-friendly film. Their technology and production processes have always adhered to the principles of ecological protection and sustainable resource use. In Europe,HCwe also have an agreement with their headquarters that for bothHCfootwear and apparel, we will useSympaTexmaterials to achieve the waterproof function. We are among the earlier brands to realize this outcome.

Green Field Network: I’ve noticed thatHCproducts and brand promotions have entered some ski resorts, and with the successful bid for the Winter Olympics,HCwill future products focus more on the skiing market?

Heike： Last year, during Beijing’s bid for the Winter Olympics, we were already aware of this trend, so for the Chinese market this winter, we’ve added some special styles. We also worked with Guo Dandan, China’s first world champion in skiing history, to conduct promotional events at ski resorts. We hope that all parties — including ski resorts, media, and brands — will work together to boost enthusiasm for skiing and sustain that momentum.

Four-in-one jackets, removable inner layers, reversible down jackets — all designed for Chinese consumers.

    Highland CamperMore than just products with logos, they have their own identity, forward-thinking vision, constant innovation, a commitment to integrating high-tech with outdoor gear, a dedication to meeting consumer needs, and a firm belief that success and sustainability can go hand in hand, complementing each other.