We need to understand what is the impact on the environment, and try to say, “Okay, we want to do better, so how can we do it?”Īnd it comes to the product, to see what’s the footprint of the product, but also what are the materials but also what’s the durability of the product? That’s what we want to focus on mostly, is on the durability of the products. Because, of course, everything we do, it has an impact on the environment. Trying to be honest and to be very transparent. Jornet: Well, first of all, I think it’s trying to do things honestly. How as a smaller brand do you make change there? Is it by an example? Is it storytelling? By innovative product? How can you make a change with NNormal? IRunFar: So on that, obviously from the start and discussing NNormal, the environmental side and sustainability side are very important to you and the brand. And it’s a possibility and it’s great to have our own line in a company, but I think it’s a big difference, being … To be able to be on the whole process, when it comes not only to the product but also when it comes to deciding the values of the company, or like where we want to go, where we want to invest our money, what’s the philosophy? What’s the business model to be more responsible? All this, it’s that at the end that really motivates me. IRunFar: And complement those, this can be independent, its own thing. I would say, our line, it’s very cool but it needs to be also a line we sell without the other products and all that. But also, I would say yeah, I wanted to do something that it’s, on the whole, it has a sense. It’s not like, especially like when you start something new, it’s a lot of unknown. Jornet: Yeah, it’s never an easy decision. What made you want to go out more on your own, I guess? IRunFar: I’m sure that at some point during your more than 10 years with Salomon, the possibility of having a Kilian Jornet line within that could have come up, or maybe did. So, like yeah, my work, and since the first time we talked, it was like a no-brainer. He knew that I want, I have that idea of my own brand and he say, you should talk, guys, because you have the same philosophy when it comes to the environment, a lot like social responsibility and the idea of products. Because it’s a lot of investment, it’s a lot of work, it’s a lot money-wise, too, but then it happened that a friend of a friend with the family that owns Camper, he knew that they wanted to do something on the outdoors. But this was like a dream, like I know, I thought it would be impossible. But it was more like, okay I would like to do this and just have something new. I love development, I love to try things. I had in my dreams somewhere, I would love to, I’m kind of a geek when it comes to product. Kilian Jornet: Well, it was like a lot of coincidences, I would say. What made you want to start your own brand? I wanted to talk to you a little bit about NNormal, your new brand. IRunFar: Bryon Powell of iRunFar, with Kilian Jornet. Transcript of a Conversation With Kilian Jornet About His Brand NNormal

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