By definition a Lifestyle Brand is one which attempts to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture. They seek to inspire, guide and motivate people, with the goal of their products contributing to the definition of the consumer’s way of life.
In this sense, some of todays so called Lifestyle Brands, lack genuine substance, on account of being on the peripheral of a primary activity, whilst merely providing accessories as the basis for their existence. Fewer still, develop and design for the primary activity and go deeper to the extent of creating an entire fashion line and beyond. A true Lifestyle Brand does not merely live on the fringes of the primary activity, they live within it and develop and operate from the inside out, not the outside in, to the extent they represent that activity in the fullest sense of the word, up to and including being true pioneers of the very activity of which they are a part of.
Since its creation some 45 years ago, Mistral remains the longest lived Windsurfing brand, which truly developed from within the sport and remains one of the most influential and inspiring of them all, achieved through an initial vision of ensuring the sport was appealing to all-comers and in addition, an all consuming lifestyle choice. It wasn’t enough to simply create boards and sail designs of high performance, they had to be evocative, impressionable, desirable and aspirational.
The colours used were ultimately candy-coloured and heavenly, as if from a tropical fruit salad, luscious and tempting, bold and adventurous. Taken a step further, subsequent Mistral apparel for both on and off water, continued this theme and served to be utilitarian, fashionable and above all, permitted end-users to literally wear the lifestyle activity of which they were proudly a part of.
Mistral Water Life and Living, continues to embrace this tradition.