Can an outer-only capsule arouse shoppers’ appetite, especially when many are not likely to be travelling?

Under normal circumstances and weather, many of us do not buy outerwear. Sure, hoodies or windbreaker for the cinema and lecture theatres are still flying off the shelves, but a padded coat is unlikely to arouse our urge to aquire protection against the cold for our bodies. Layering to keep warm is unlikely on anyone’s mind right now, not when even night-time temperatures these days are around 30 degrees celsius. So when we checked out Uniqlo’s latest tie-up with compatriot brand White Mountaineering, we were disappointed that there was nothing we could justifiably buy (who is spending indescrimately these days?). Sure, we already knew it would be for-winter collection, but we couldn’t help being let down.

The ten-piece capsule for men, women, and kids comprises mostly of outers, designed clearly for weather conditions nowhere near ours. Even the pullovers are in fleece, which for a freezing movie hall is still too warm. At the launch of the collection last Thursday, it was not as busy as it was for other such debuts. We saw a few self-declared White Mountaineering fans (we asked!), but many walked away without buying. One young fellow told us, disappointment thick in his voice, “Although the prices are not really high, it still doesn’t make sense for me to buy something I won’t be wearing any time soon”.

Uniqlo, we suspect, hopes that some of us in this part of the world would buy the pieces to keep. But winter wear takes up space and another coat to be stored is additional capacity, assuming we have, used up. Still, if you need to pick one standout buy, we’d say go for the WPJ Fleece Oversized Jacket. Unfortunately, this is for guys only. At a quick look, it could pass off as a varsity jacket. But look closely, the combination of fleece body and a poly-sherpa (fleece) panel on the bodice, with two rows of piping that are parallel to the zipper closure and frames the neckline, creates a fetching twofer effect.

What could against WM’s favour is the availability of other lines within the Uniqlo store, namely the Christophe Lemaire-led U sub-brand and the return of +J (possibly the last collection), both with more fetching coats and such, but more importantly, with items that can be worn here, such as shirts and blouses. And those ubiquitous U oversized tees. That is not even counting the women’s lines with Theory and Ines de la Fressange. If you really want something truly wearable and, perhaps more importantly, with unabashed WM branding, just hop next door and consider their second collaboration with Fila.

What is also puzzling, in terms of timing, perhaps, is that the White Mountaineering pairing with Uniqlo appears at the same time as Fast Retailing’s other brand GU’s more compelling romance—with the hot label Undercover. This tie-up’s first offerings were launched in March for the spring/summer season and were quickly sold out wherever there is a GU store. Perhaps, here, the consolation is that GU is not available. That is clearly one competitor less.

White Mountaineering X Uniqlo is available in Uniqlo Global Flagship Store, Orchard Central. Photos: Zhao Xiangji