Exploring how an iconic outdoor brand became a symbol of inner-city subculture across the UK.

Berghaus Off Peak was conceived as a culturally driven content campaign designed to investigate how one of Britain’s most recognisable outdoor brands has been reinterpreted by urban communities far removed from the mountain landscapes the brand was originally built for.

Visiting key cities, Manchester and Newcastle, the project aimed to uncover the stories behind Berghaus’s unexpected cultural adoption, from music scenes and youth movements to collectors and long-time enthusiasts who have made the brand part of their identity.

The campaign focused on documenting authentic voices and lived experiences through a social-first content approach, capturing the emotional connection between wearers and their jackets. By combining short-form video storytelling with striking portrait photography, the project translated Berghaus’s heritage into a contemporary cultural narrative.

Each city featured interviews with key figures within local subcultures, including collectors, scene leaders, and long-time fans. These stories were brought together through a unifying presenter-led format.

The campaign also included community-focused meet-ups within each location, allowing participants and fans to connect with their local scenes while generating additional documentary content that reinforced the brand’s cultural relevance.

By blending documentary storytelling with social-first distribution, Berghaus Off Peak repositioned the brand within contemporary youth culture while celebrating its longstanding influence across diverse UK communities.