Sir Edmund’s Grandsons to Front New Campaign
Sir Edmund Hillary’s grandsons – George and
Alexander Hillary – are to be the faces of a new socially
responsible clothing label inspired by their grandfather’s
achievements.
The Edmund Hillary range of high end,
outdoor menswear – which will benefit some of Sir Ed’s
favourite charities along with others – is to be launched
globally at New Zealand Fashion Week in August, with the
brothers (Peter Hillary’s sons) scheduled to model on the
catwalk.
Edmund Hillary Brands’ CEO Mike
Hall-Taylor, who founded the company with the Hillary
family, says to have Sir Edmund’s grandsons so closely
involved is hugely exciting.
“We’re delighted that
George and Alexander are involved and they are very
enthusiastic about the opportunity to keep the story of
their grandfather and his amazing feats alive, while
supporting some of the causes and initiatives that he was so
passionate about.”
George Hillary (26) says it was
an easy decision for he and his brother Alexander (22) to
become involved in the clothing label.
“We’ve been
very involved behind the scenes with family charitable
initiatives, something our grandfather was very passionate
about. But we have only recently started getting into
mountaineering more seriously so linking in with the new
label – and the history around Ed’s climbing successes -
felt like a natural progression.
“Ed is obviously an
incredibly important family figure who achieved so much. And
this is a really good kind of pressure for us, encouraging
us to strive harder and do more.”
George and
Alexander Hillary are currently training in preparation for
the next two mountains they will climb with their father
Peter – Mont Blanc (France) and Mt Elbrus (Russia). The
threesome aim to climb seven peaks this year and have
already summited Kilimanjaro and Carstensz
Pyramid.
“We’re loving adventuring with our Dad
and are having to train really hard to keep up with him,
he’s very fit.”
The Edmund Hillary Collection –
just like Sir Ed’s 1953 expedition to the South East Ridge
of Mount Everest – is a joint venture between the UK and
New Zealand. Social enterprise will be sewn into every seam
with a percentage of profits going to support schools in the
Himalayas, and outdoor education programmes in the UK and
New Zealand.
Every garment is inspired by the classic
styles worn by Sir Edmund Hillary and the expedition team,
but with a modern, high-end edge. Our designers poured over
more than 2000 images of the 1953 expedition when developing
the
range.