From snowy mountains to bike paths, from gravel routes to cross-country ski trails, or even going from the office to a night out with friends, Parmi was designed to follow active people everywhere, whenever the time and whatever their chosen activities. With its new 2024 spring / summer drop, Parmi reinforces that commitment by offering premium quality and exceptionally versatile essentials, specifically made to simplify the daily lives of outdoor enthusiasts.
With that in mind, Parmi turned to its diverse community to be part of the launch and to reflect the versatility of the brand: Four outdoor lovers – each with a different background – had the opportunity to try on the new clothing line for the camera. Clothing that combines style, performance and functionality, with no compromising. Timeless and durable, the new products seamlessly merge the worlds of urban fashion, the outdoors, cycling and innovation, and boast a particularly sophisticated look with several smart details. Details that make such a difference for those who love to feel great and look great, even when in motion.
Find out what our four outdoor enthusiasts thought about our new drop as well as what pieces they enjoyed discovering the most.
MARIE-PIER LAVALLÉE
Mother of two boys. Manager of a business financing team. Eternal explorer. Big fan of trail sports.
Her Parmi favourites to lookout for Informal leggings and cropped tank.
What makes Parmi a go-to for a working mother such as yourself with two young boys?
“Definitely the products’ versatility. I often bounce from one activity to the next without having time to change. My Merino t-shirts were godsends during my last two trips: I can wear them to go grab a coffee or going out to dinner and then the next day when working out. They’re also easy to maintain, which is makes life easier for a mom like me.”
Why do you think Parmi is ideal for all types of outdoor enthusiasts, including moms?
“The cuts and colours are neutral and adapt well to all body types and activities. The clothes aren’t too tight, and many are even unisex. I’ve recommended Parmi’s collection to several of my friends – the majority of whom are mothers who practice different activities – and they were all delighted with their purchases.”
DOMINIC ROSS
Interior designer. Seasoned cyclist. Feeds off adrenaline, enjoys good food and loves to travel.
His Parmi favourites to lookout for: Zipperless cycling jersey and Cycling bib
Why is Parmi such a perfect match for someone like yourself who enjoys intense, physical sports?
“The clothes are high-performance, durable and reliable. I can face any bad weather scenario with complete confidence and can even push my limits for an optimal – and stylish! – sporting experience.”
Why is Parmi's clothing line so easy to adopt for an outdoor enthusiast like you: Someone who likes dressing well and who pushes himself to his limits?
“As an interior designer, aesthetics are a massively important part of my life. That’s why I love Parmi’s clothing: It combines style and functionality, without ever compromising. The line’s minimalist style lets me transition easily from an outdoor activity to an urban event, all the while remaining sleek and stylish. To me, feeling good in my clothes means performing better.”
KAREL CADORET
Microbiologist. Multidisciplinary athlete. Lifestyle influencer. Passionate about everything that nature has to offer.
Her Parmi favourites to lookout for: Zipperless cycling jersey and Cycling bib
Which Parmi values most resonate with you?
“I really appreciate how the brand combines style and sport. The clothes are so versatile! I can throw them on to run to work, and then keep wearing them for a meeting afterwards. Above all else though, it’s Parmi’s environmental consciousness that most resonates with me. Their collection is timeless, as well as durable to counteract overconsumption. Quality over quantity!”
Why is it important to you that your technical clothing is also stylish?
“Being a model, I have one foot in the fashion industry. I love being up to date with all the new trends. When I go running, I like wearing sleek clothes while also adding a few unique accessories to my outfit like funky socks or a colourful hat. And since Parmi’s clothes come in neutral colours, they’re super-easy to match!”
VINCENT MALO
Father. Marketing professional. Urban cyclist. Lover of all things simple. And obsessed with the A-Frame that he built himself in the Laurentians.
His Parmi favourites to lookout for: Tech shirt and Everyday shorts
How can a brand like Parmi help you enjoy the great outdoors with your family?
“It’s a never-ending challenge to properly dress your child to go outside and play, especially in the winter. I'm always on the lookout for the perfect combination of layers, and not only for my youngster but for me as well. I’m hoping that the inclusiveness that Parmi promotes will ultimately extend to the little ones too!”
You do a lot of travelling with your family. Why do you consider Parmi to be the perfect companion to join you on your adventures?
“The concept of ‘One product, multiple uses’ is a game-changer when travelling. Selecting simple, multi-use essentials helps me achieve my eternal travel goal, which is getting everything into a carry-on!"
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