Image for Post #982

2012 and all that…

Poor Salted Mackerel has suffered a distinct lack of attention from its creator over the past few months, for a variety of reasons. The excitement and workload of a new business in development seems to have caused a degree of Mackerel apathy, not to mention a distinct lack of time on the bikes. Not only that – I have been away in the far reaches of the Antipodes for the past five weeks, responsibilities (for subjects other than squid fishing and book reading) left gathering dust amidst the piles of unopened letters, and the carnage of a trapped squirrel (who managed to gain entry to my living room by descent of the north-east chimney) unnoticed until yesterday. Hmmm…

Anyway, hopefully Salted Mackerel will cease languishing quite so lazily in 2012, and also develop in some directions that I had not planned when it was first envisaged.

Twitter chum Nick wrote eloquently (and in his inimitable style) about the things he learned in 2011 on the blog of his soon-to-be-launched company Vulpine. In contrast, I thought I would put together a scrap book / heap of things and ideas that I hope to put into action over the coming months.

First off, the new business. Not a Bad Dad, launching (hopefully) in the next couple of months. More on that another time…

The house – despite the efforts of the aforementioned squirrel, the newly painted downstairs does look very good and hopefully I can get the rest of the place finished in the next few months. Should have some more pics up soon.

Climbing rocks. My climbing gear has been sitting in a massive box in the garage since I moved in nearly 3 years ago and I’ve not tied onto a rope for at least 5. This is going to change in 2012. I think a re-acquaintance with Peak gritstone will be the first tick, followed by some Cornish granite, and maybe even a visit to my trad nemesis, the Swanage sea cliffs. All this with the aim of progressing (before too long) to some foreign rock – maybe a sport climbing holiday somewhere baby friendly, and possibly a visit to the States – Red Rocks, or Yosemite or Zion…?

Cycling. Thanks to an idle past few months I think 2012 isn’t going to be my greatest astride a saddle, but I intend to fit in some decent mountain biking – Snowdon again hopefully – and some road riding on foreign tarmac. A few days in the Alps would be excellent, and maybe I can escape to the Italian lakes at some point too. No major sportives planned though, and any racing ambitions have been placed very firmly on ice.

Add to that the Continuing Adventures of Sibylla, the small matter of a wedding in September, and that lot should keep me pretty busy…

Fingers crossed.

And now some videos to help with the syke [sic]…

Jenn Flemming – The “R” Series from DPM CLIMBING on Vimeo.

Enzo Oddo Sends La Rambla 9a+ (5.15a) at Siurana Spain (video) from Prana Living on Vimeo.

Sonnie Trotter, Master Blaster, 5.13c/d from Sonnie Trotter on Vimeo.

Patagonia ’10 – Round One from Pete Rhodes on Vimeo.

Australia Climbing Adventure_THE MUSICAL_Total Eclipse from Cedar Wright on Vimeo.

Boogie ’til You Poop from Cedar Wright on Vimeo.

Image for Post #957

Atco x Gucci Brand Collaboration

Twitter chum Luke Scheybeler and I have been discussing the phenomenon of brand collaborations over the last couple of weeks. The debate was kicked off by Luke’s observation of the bizarreness of the Vitra / Jean ProuvĂ© x GStar RAW collaboration. Not the only slightly weird furniture / fashion collab either, as Moroso and Diesel recently got together too.

However, yesterday Luke declared,

“Brand “collabs” have become so fucking boring and predictable. Most of them are just a way of boosting PR for a couple of weeks. Lazy marketing.”

I had to disagree. As I see it, the majority of brand collaborations are indeed lazy, senseless PR exercises dreamed up by imbeciles with lofty job titles in bullshit management. But despite this, there are plenty of marvellous potential collaborators just waiting for someone like me to pluck them out of obscurity and drop them together into a mutually-beneficial metaphorical double eggcup.

Such a pair are Atco and Gucci.

Atco is a British heritage brand. They have been making the finest lawnmowers since 1921. They have two Royal warrants, and are well-steeped in mowing history. They are a strong international brand, but need to diversify their image if they are going to appeal to a younger generation of gardeners, who might currently identify with funkier, Japanese lawnmowers produced by manufacturers such as Honda.

Gucci is an Italian producer of clothing, leather goods, watches and jewellery. They were also founded in 1921 (see, I told you.) Gucci’s product range is aimed at wealthy arrivistes, footballers, self-made nail salon millionaires, and men who drive Mercedes convertibles. Gucci desperately want to direct their brand away from those particular demographics and instead focus on heritage-appreciative rugged old-money types. As such, a collaboration with Atco could truly be a match made in heaven.

As you can see above, Gucci’s signature red and green stripe almost exactly mirrors Atco’s red cutting blade and green body paint. This really is just too easy…

Below, you can see a previous collaboration Gucci undertook with Fiat. Alas, no self-respecting gardener would ever been seen dead in a car like that.

So, here we have the first set of images produced by the Salted Mackerel Brand Collaboration Consultancy.

I give you Atco x Gucci.

And here is another project that I’m currently developing for another pair of clients…

Atco
Gucci

Image for Post #950

Battery Hill Climb 2011

Can’t believe a whole year has gone since the 2010 Hastings and St Leonards CC Battery Hill Climb. We arrived a bit late, just as the final riders were grimacing up the steep slope. Pete Tadros produced the fastest time of the day, which should bode well for his ride next weekend at the National Hill Climb.