Mountain Equipment has relaunched its Stonewear climbing range with a new campaign created by MediaCity-based creative agency The Foundry.
Originally launched in 1995, Stonewear returns as Mountain Equipment’s rock-climbing lifestyle collection, designed for life around the climb – from training sessions and route planning to weather watching and waiting for the right conditions.
The Foundry was appointed to develop the creative concept, messaging and launch assets for the spring and summer 2026 relaunch. Working with filmmaker Tom McKay and photographer Ray Wood, the agency created a three-minute hero film, four social cutdowns, teaser copy and campaign photography.
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Rather than producing a nostalgic revival campaign or traditional product showcase, the agency built the launch around a simple idea: The Wait.
Shot over two days in North Wales, the campaign follows four climbers – Bailey, Emma, Sam and Jenny – and captures the rhythms of climbing culture, from indoor wall sessions and route research to bouldering challenges in locations around the Llanberis Pass and Sheep Pen.
Filming was based at Plas y Brenin, the National Outdoor Centre in Eryri, where Mountain Equipment is the lead sponsor of instructor clothing.
Mark Bottomley, managing director and creative director at The Foundry, said: “The danger with a launch like this is that you either make it too retro, too polished or too obviously ‘outdoorsy’. Stonewear already had history, so our job was to make the return feel earned.
“The idea was inspired by how climbers actually live. The waiting, the weather checking, the wall sessions, the tiny habits, the route research and the quiet preparation. That became the heart of the campaign.
“For us, good outdoor work doesn’t borrow the aesthetic of a culture. It understands the behaviours and details that make that culture real.”
Helen Saul, head of marketing at Mountain Equipment, added: “Stonewear has real heritage, but this launch was always about making it relevant for climbers today. The Foundry understood that it needed to feel authentic, relevant to the modern day and not manufactured.
“They helped bring the idea to life by focusing on the reality of climbing: the wait, the training, the weather, the obsession and the moments when it all comes together. It’s been brilliant to see the collection launch with so much energy and love for the sport behind it.”
The campaign is rolling out across Mountain Equipment’s website, social channels, paid media, email, retail and trade activity.
According to Mountain Equipment, early reaction from the climbing community has focused on the realism of the film, with one Instagram user describing it as “such a realistic take on climbing in the UK”. Other comments referenced the original 1990s Stonewear range and praised the film’s shot matching and sound design.
The project adds to The Foundry’s growing portfolio of outdoor sector work, which includes campaigns for Mountain Equipment, Raccoon Media Group, the National Outdoor Expo, Ordnance Survey and Keela.
