EXTREME COLLABORATION - CROSSED PATHS
Kent adventure sports brand Crossed Paths has taken teamwork to new heights with outdoor clothing that puts collaboration at its heart
Collaboration has been the buzzword for a few years now. Taking the best bits of one thing and mashing it the skill set of another can only be a good thing, right; two heads are better than one and all that.
Well, when you put that mindset at the centre of your ethos, it's a recipe for new opportunities every day.
Kent adventure sports brand Crossed Paths knows all about seizing opportunities.
“There are no accidents in this life and a group of like-minded people, crossing paths at the right time, is exactly how our brand was born,” says Canterbury-based owner Emma Newman.
A serial entrepreneur, Emma has created high-end property businesses such as Unique Luxury Stays (@uniqueluxurystays), Host Your Property (@hostyourproperty) and talent agency DIscovered Talent Ltd (@discoveredtalentltd), but it was at SIlverfield Villa, a property she manages, in the Sierra Nevada mountains in Spain where Crossed Paths began.
“It’s one of the biggest snow resorts in Europe,” says Emma. “I was spending time at the villa with this network of people that have completely the same life ideas, and like similar things like adventure, snowboarding or adventure sports. We were always crossing paths. Hence the name.”
Having previously been in the British armed forces, and a prominent connection into the military network, it was fairly nailed on that brand was going to be outdoorsy.
“I’m a bit of an adrenalin hunter anyway,” she says. “It had to have a military twist in it, with the navy blue and combat green colours.”
“I was spending time with this network of people that have completely the same life ideas, and like similar things like adventure, snowboarding or adventure sports. We were always crossing paths. Hence the name”
The first of the Crossed Paths products to be developed was the snowboards.
“That was when I contacted DOUK (@douksnowuk), because they make the snowboards completely customised,” explains Emma. “So, I knew I could collaborate there. They taught me everything. We went up and built the boards by hand. You can have whatever style and materials you want to use, the length, everything.”
The equipment side of things has ventured into bags that are designed for skateboarders, and even water bottles, which led to an early collaboration with hydration specialists Camelbak on their Chute bottle, complete with universal cap, magnetic top and is leak-proof; I’ve held it and it’s the tank of the water bottle world.
“My other half ran it over with his car by accident, it didn't even have a scratch on it!, “ adds Emma.
COLLABORATION, COLLABORATION, COLLABORATION
A year on and the brand has already turned heads, featuring in GQ and Condé Nast Traveller magazine.
A big part of this is down to Emma’s network marketing style, working with brand ambassadors such as former NFL star Mike Martin and influencers like fitness guru Kirsty Hendey (@kirstyhendey).
“We have ‘high-worth’ people who are hardcore into their active sports that are ambassadors,” explains Emma. “But we do have normal people, who just wear it to go out and about walking the dog or whatever. I do utilise the network a lot, especially with photoshoots.”
Crossed Paths has worked with the likes of former footballer Wayne Bridge, presenter Jeff Brazier, female bodybuilder Gal Yates, musician JP Cooper and has even collaborated with MI5 officer turned author Tom Marcus on a customised snowboard.
“It’s all people I have worked with or have met through the villa, around the time the brand was coming out. And that boosts the profile. They are not always celebrities or influencers. They might be an explorer that I have connected with. The Crossed Paths are so broad.
“It generates a lot on the social media side and the following. I just want to get as many people as I can looking at the brand, even if they don't buy something there and then, I hope there will be something coming out that they will want.”
The next huge collaboration in 2020 came in the form of Nike, who Emma pitched to use its activewear clothing.
“You put forward what it is you’d like to do,” she explains. “ And it goes through various departments and head offices. It was a long process and took a good few months, and then it’s given the OK or not. They had to look into us, too, to make sure they were happy working with the brand. It is then printed or embroidered at their HQ, and it is sent out.”
Winter 2020 will see a third major collaboration for the year with Crossed Paths working with outdoor specialists The North Face.
“For the winter collection, I wanted to work with somebody that specialises in that particular area! So, with The North Face, they do all the winter jackets and thermals and that will be part of my winter range.
“I have collaborated a lot in the first year, to draw people into the brand and associate it with these larger brands. But when people visit the website they will see all the normal Crossed Paths pieces, too.”
There is even more planned for 2021, with a delve into different sports, such as wakeboarding, SUP and skating, while the colour schemes and designs are set to get a funky refresh.
“A lot of the stuff is quite plain looking, which will change a bit next year.,” says Emma. “I was finding that my market was very male dominated. I did bring in the Tiffany blues and pinks, and I changed the way I marketed it with more female models and that then brought it back more towards 50/50 split.
“I just want to add a bit of urban colour and design into everything.”
With a hoodie partnership with renowned American videographer Drock’s XO brand also on the cards, the mantra of collaboration is set to continue at pace.
Emma adds: “We want to help drive and support each other by building a community that has a passion for 'pushing their boundaries'.”
INFO: crossedpathsapparel.com/
INSTA: @Crossedpathsapparel