Concepts and Sorel Create the Caribou and Joan of Arctic Boots

 - Dec 19, 2009   Updated: Jul 7 2011
References: cncpts & highsnobiety
Concepts and Sorel have teamed up to create two new pairs of fuzzy footwear to keep your feet warm and dry this Winter. Sorels have long been known for their durable and comfortable cold-weather boots. Concepts is a Boston urban apparel boutique.

The Concepts and Sorel collaboration produced a men’s and a women’s boot called Caribou and Joan of Arctic, respectively. Both come with alternate fleece lining and are waterproof.

Implications - One of the easiest and most effective ways a company can distinguish itself in a competitive marketplace is by creating familiar products that feature a radical design. By presenting a time-tested good with a new look, the company will draw attention from consumers who desire avant-garde designs, but familiar functionality.