The All Action Shoot 2020
Staying fit and healthy has never been more important. Even amidst the waves of online streaming platforms and enforced global lockdowns, the value on health and wellbeing is immense. Whether we get out and move to stay in shape, to help improve mental health, or to simply be out in the fresh air for a while, there are countless benefits to getting outdoors.
The Wider View
We always had ambitions of expanding beyond base layers developed solely for snow sports. Following on the success of our Backcountry base layer collection, we turned our attention to wider outdoor pursuits. With the onset of coronavirus and the associated global lockdowns, time spent outdoors became even more vital, prompting us to expedite our plans.
The resulting collection is the All Action, a reliable, trusted base layer perfect for running, circuits, hiit workouts, yoga, pilates, barre - you name it This is the go-to for all your outdoor adventures, whether it’s an hour in the park, or a day spent on the trails.
Our All Action Campaign
To mark the launch of the All Action we shot our campaign along with video in central London. The Karma Agency, who specialise in sport, music and fashion helped us bring our vision to life, both on location and in the studio.
All our models are professional athletes in their own right and were able to put the All Action through its paces, revealing first hand how form and function is integral to these layers.
We then turned our attention to shooting in the studio, to ensure each and every detail the of the All Action tops and leggings is told through our website and online profile.
All About Flow
Being passionate about flow, we have developed the All Action to help you achieve that optimum zone of focus. Merrow stitching sits softer against the skin, meaning no chaffing or rubbing to cause distraction and discomfort.
Working closely with the revered manufacturer P&R Texteis in Portugal – who make professional sportswear for the Tour de France, Olympic athletes and professional sports teams – we were able to employ the very best technologies and garment techniques to deliver leggings and tops that have that perfect level of snug fit, excellent moisture wicking capabilities and carefully contoured seams to allow you to work out, run and hike without distraction.
The Concept
The concept of this shoot was to show how athletes and outdoor enthusiasts exercise in their everyday lives. While some may still be making plans to venture to the mountains this winter, many will have made other arrangements. But whether you’re heading for snowy peaks or not, there is a whole host of landscapes to explore, putting your body and mind to the test.
The All Action is that reliable set of layers that empower you to head out on the cold dark days that lay ahead mid-winter. It's time to embrace supreme comfort and optimum warmth in your daily activities as you exercise to stay fit and healthy over the coming winter months.
Images courtesy of @PoetCurious
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Fergie Miller
Author
Fergie, the founder of FLŌA, founded and spent ten years at Base Camp training over 2,000 ski & snowboard instructors before spending 8 years working in tech startups, including at over 5 accelerators covering Seed to Series A, before returning to action sports base layers and creating the FLŌA brand.