Merrell M Connect Launch Party; Sydney

 

  

Last night saw all encompassing brand Merrell launch a new chapter in their all-conquering history with the launch of 'M-Connect', a collection of minimalist inspired footwear and apparel.
Designed to connect you to your world outside, the timing of the collection is perfect to coincide with the imminent start of summer, and there was a summery-party vibe for all in attendance at the fantastic Museum of Contemporary Art with dancers showcasing the product in action, courtesy of routines choreographed by Jason Coleman.

Merrell AW'12 Preview

Merrell are known for outdoors footwear.  I have worked with loads of cameramen who swear by the brand for rugged, hard-wearing and comfortable shoes for those long days in treacherous conditions; in short they are the off-road go to shoe for those that need hardcore shoes for hardcore conditions.

However, over the past 10 years Merrell have also pursued a foothold (pun intended) in the lifestyle sector, and in 2012 the brand are moving into this space further.
Above are some preview shots of some new lo and hi top silhouettes that will drop soon for their AW collection, and it will be interesting to see if the brand can build a name for on-street fashion that's as durable as their shoes are for off-road performance.