Mountain Warehouse relaunches acquired Animal brand

By

Sandra Halliday

Published
May 27, 2021

The Animal brand, the lifestyle label that Mountain Warehouse acquired earlier this year from H Young Holdings plc, is being relaunched in time for the summer season with an eco-friendly edge, the company said on Thursday.

It has unveiled the SS21 collection that includes more than 400 products across categories including men’s, women’s, kidswear, accessories, and footwear on its website animal.co.uk.

The new Animal in-house design team has taken inspiration from its board sports heritage to create a range of authentic,  trend-led, and “most importantly”, eco-conscious products. 

Its new owner said the relaunch “comes at a time where appreciation for the environment is at an all-time high, with lockdown encouraging the public to take solace and inspiration from the outdoors. As part of Animal UK’s evolution, the brand has embarked on a bid to become kinder to the planet, starting by using responsibly resourced materials across the range wherever possible and using more sustainable packaging”.

That means the materials used include Econyl regenerated nylon, Tencel-branded lyocell fibres and Lenzing Ecovero branded viscose fibres. It’s also used organic cotton and has linked with reGain, which helps to divert product from landfill and contributes to a circular environmental retail model.

Aside from that, the offer features a mix of new designs and updated old favourites such as flip flops, slogan tees, and hoodies. Sizes range from 6-20 for womenswear, XS to XXL in menswear and 5 to 13 years for kidswear. 

“All products will have a 365-day guarantee, promising to deliver on product quality and last the ride,” the company added.

Mountain Warehouse founder Mark Neale said that his “surfing days may be over, but I still have a few classic Animal pieces from the brand’s heyday. We are now hugely excited about introducing Animal to a new generation of enthusiasts and I’m sure that our use of recycled and organic fabrics will appeal to today’s conscientious consumer”.