Paramo: A Different Measure of Performance
Performance isn’t only measured in numbers; in feet climbed, miles hiked or hours logged.
It should also be measured in peace of mind. In honesty, in happiness.
For Paramo, performance has always been about how well their clothing works in every condition, how people feel wearing it, how long it lasts, how, and with who, they manufacture it.
Client: Paramo
Concept, creative direction & production: Outside of Ordinary
Photo: Elliott Waring
Video: Jay Golian
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