Tag Archives: Jeremy Collins

prAna expands its vision with a new catalog

prAna brought Elixir in to estab­lish the brand’s visual lan­guage and, in tandem, to begin devel­oping prAna’s first direct-to-consumer cat­alog. The com­pany had built a loyal fol­lowing among climbers and yoga prac­ti­tioners who valued the brand’s authen­ticity. Without com­pro­mising the soul­ful­ness that defined its first 17 years in busi­ness, prAna wanted to attract a broader audi­ence of out­door enthu­si­asts, artists, and other “cul­tural cre­atives” to drive sig­nif­i­cant growth. The man­age­ment team described prAna’s desired revi­tal­ized brand posi­tion as bal­ancing “the thrilling ten­sion between mindful living and living on the edge.”

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