Items that we would like to use ourselves , by a select few.
. Fundamentally, what is the name of your brand?
Gonz:Klettal = mountain , Moosen = mouse. . The name was taken from the name of the main character in a picture book that has been read in Sweden for a long time. However, it is not a grandiose name, and we do not want to grow as big as the name suggests, but rather, we want to continue to be a one-of-a-kind existence.
Gonz Ferrero: 35 years old, from Argentina. He has been the CEO of " Cretalmusen " since 2016.
. Previously, he established a music media-related company in Hong Kong, where he was in charge of markets to Japan and China.
Sweden is rich in many aspects, including its natural environment.
Gonz:First of all, Sweden is a long and narrow country blessed with nature. Also, people in Sweden have a good work-life balance, separating their personal and professional time for the sake of their families. Social security is also very generous. . And the people ask "WHY?
In product development, we always have a WHY? which leads us to develop unique gear. We are a very small team in a small town in a small country , but we make gear that we truly want to use. By the way, customers themselves ask a lot of questions, so we need to be ready for that (laughs).
Is it a major player in Sweden?
Gonz:It is a rather niche position even in Sweden. So-called "geeks" wear our clothes. In Japanese terms, they are geeks, or maniacs. I myself am a geek, and I love geeky people, so I recognize that this is an extremely good situation. The Japanese market is particularly interesting. . in a good way, because there are so many geeky people.
The spirit of sustainability is important, but the first priority is safety for the wearer.
Mr. Gonz is a fan of the company's products, both for business and personal use.
On this day, she appeared in a model-like outfit with a colorful scarf peeking out from her collar.
Q. How did you come to join "Krettermuessen", Mr. Gonz?
Gonz:I originally worked in the music industry, but at a time when I was tired of that business, I discovered the outdoors. I was immediately hooked. Now I love the activity itself, and I respect the spirit of the people and things involved in the outdoors, and even the way they think about things.
Mr. Gonz is a hard outdoorsman. . he keeps a lot of records of his mountain trips on his smartphone.
Gonz:It was during this time that I met Peter, the founder of " Cretarmuusen". He was about to retire from the business world due to age, and I offered to take over. It was like taking over an artist's job.
They have been making the same product for 45 years and it still lives on today. . That's what attracted me to the company. . I think that by getting involved, we can expand our business on a more global scale.
You are making environmentally friendly products. Are there many brands with similar philosophies in Sweden?
Gonz:There are several brands that started with such a philosophy, but we may be the only one that continues to do so. At Krettermuessen, we have maintained the same philosophy since our founding. . We have never turned commercial or prioritized business expansion.
We try to use materials in our gear that are recyclable, as organic as possible, and that come from manufacturing processes that have a low environmental impact. Many brands talk about sustainability nowadays, but we have been committed to that spirit since the beginning and it still holds true today.
The only thing we do not want you to misunderstand is that our first priority is "safety for the user. That is the first priority. In addition, the gear must be durable and have minimal impact on nature. We are particularly concerned with safety when it comes to climbing gear, but the same philosophy applies to anoraks, gaiters, and other gear that can be used on a daily basis. If we can't do that, we may as well close the company.
Although he has been CEO for less than three years, he understands and embodies the philosophy of "Krettermuessen" better than anyone else.
Gonz:Gear that is safe and durable can be used for a long time. Such products are truly sustainable and have minimal impact on the environment.
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