Oct 6, 2016
Milano - Italy
Vibram is back to Milano Montagna
The countdown for the second edition of Milano Montagna has officially started, the mountain festival to be held at the Fabbrica del Vapore from the 6th to the 8th October that brings together outdoor lovers for three days filled with gatherings and events dedicated to the subject. Vibram is confirming its participation at the initiative once again this year, in support of an event that aims to bring mountain culture to life and tell its story, as well as to use the occasion to introduce the equipment and technology for the 2016/17 season.
The company behind the yellow octagon will be present at the Fabbrica del Vapore with many activities for the general public. Anyone interested will also have the chance to discover the innovative Vibram Artic Grip technology, the latest extraordinary solution from Vibram designed for soles with outstanding grip on wet ice. This technology can be tested on the specially installed ramp and - for a lucky few - will also be applied to their footwear via the Vibram Sole Factor truck service. In fact, the truck will be in Milan again over the three days of the festival - attendees will be able to observe the footwear upgrading techniques carried out by the specialised cobblers on the truck, up close and personal. What's more, the first people to turn up at the truck will get the chance to directly experience this improvement in their footwear, all powered by Vibram Arctic Grip! The number of resoles that can be carried out - due to the fact that they are "technically" limited - will be evaluated by the truck manager based on the number or requests and the time available.
For Vibram, Milano Montagna also represents the setting of its preview for the celebrations of the eightieth anniversary of the "Carrarmato" lug sole design, an anniversary for which celebrations will go into full swing in 2017. The Vibram Carrarmato design was created in 1937 from an idea had by Vitale Bramani - Vibram founder - who started to think about how to drastically improve the safety levels of footwear after a tragic mountain expedition which cost many people their lives. At the time shoes had a leather sole. This is how the first Vibram Carrarmato sole came to be designed for mountaineering, the perfect solution in terms of grip, traction and resistance to wear and tear: the first Carrarmato sole in history. Eighty years have gone by, the Carrarmato design has profoundly changed the footwear sector, introducing the concept of safety and grip into the world of shoes: an iconic design that is now more current and on-trend than ever. For Milano Montagna, Vibram is proud to present an exhibition dedicated to this important anniversary, which will recount the evolution of the Carrarmato design, from 1937 up until today, retracing the most important events of the famous design in stages.
The company behind the yellow octagon will also be the main sponsor of Vibram Factory, the contest promoted by Milano Montagna that celebrates innovation and sports designs and which will award the prize to the most ingenious projects created by young designers, students and mountain and outdoor sports enthusiasts. The winners of the contest - which is free to enter - will be declared by the Milano Montagna Design Awards panel, made up of Alberto Meda (President), Riccardo Blumer, Marc Sadler, Martino Colonna and Silvia Nani, and Massimo Randone and Robert Fliri from Vibram. A special award will also be given by Vibram for the products that feature a main component in rubber.