The Oberalp Group unveiled a new brand of clothing for hiking, trekking and mountain skiing of its own, called LaMunt (“the mountain” in the Ladin language) and described as “the mountaineering brand from women for women”, at its most recent Virtual Sales Convention. The new project, which has been led by Ruth Oberrauch, follows a semiotic study on women and mountain sports commissioned to Karmasin Behavioural Insights, a research institute in Vienna, which highlighted the importance of functionality ahead of design and price. The first collection will be available online and at selected retailers from January 2022.