Lowe Alpine Ltd. has named mountaineer Jeff Lowe to the non-executive role as Honorary President in a move aimed at restoring the once iconic mountain brand’s luster.
Jeff Lowe has not been affiliated with Lowe Alpine since 1988, when he and his brother Greg sold the company. It has since gone through several owners and was acquired by a UK investment group led by Matt Gowar, CEO and Founder of Equip Outdoor Technologies Ltd. Under Gowar, Equip has rolled up several outdoor brands, including the technical outerwear brand Rab.
The new ownership group is investing heavily in Lowe Alpine’s design and marketing in a bid to restore the brand’s reputation as a leading provider of quality packs and apparel for outdoor recreation.
“The Lowe brothers are part of the fabric of the outdoor industry,” said David Udberg, Managing Director for Lowe Alpine. “They created this legendary brand and helped shape the whole outdoor industry by putting their hearts and their souls into everything they touched. I have long awaited the opportunity to reconnect Jeff with the brand that bears his name and to recapture the heart of what the Lowe Alpine brand is.”
As part of its renewed association with Jeff Lowe, Lowe Alpine has signed on as a corporate sponsor of Jeff Lowe’s Metanoia, a film that documents his legendary and unrepeated solo first ascent of Metanoia on the north face of the Eiger. A pre-release private screening of Jeff Lowe’s Metanoia will be presented at OR in the summer of 2012.
