77mm Update

Greetings from Berlin

Welcome to Mountain Standard Times—the primary communication channel for 77mm. Following last year's store closure, I’m abandoning previous methods of communication to focus my efforts here. If you find yourself subscribed due to placing an order via 77mm.online, and would like to stop receiving updates, please feel free to unsubscribe at the bottom of the page. You won’t be notified again and I thank you for supporting 77mm.

Through trial and error at the end of 2022, after being fed up with social media algorithms and updates, I’ve landed on Substack as the platform most in line with the future of 77mm. I’m intrigued by a future where brands could exist exclusively through a newsletter—reminiscent of the catalog shopping era. You may remember the social post exploring what our digital footprint would be. After some consideration, there have been some updates.

Forgoing the megalithic e-commerce platforms that pigeonhole all brands into operating more or less the same, 77mm will continue as a newsletter under the moniker ‘Mountain Standard Times’. 'MST' will focus on the topics of skiing, art, and architecture while sharing updates on the progression and perspective of 77mm. Our website 77mm.online is now home to SoSAA—a permanent archive my most important resources. The daily curation of relevant imagery and writing will continue to be posted to the 77mm Are.na Channel.

Don’t mistake this update as an end to my hiatus from making and selling clothing. I’m using this move to Berlin as a period of research to rebuild 77mm from the ground up. With this new, restructured, digital footprint, comes the freedom to offer value in more ways than clothing. This year 77mm will focus primarily on functioning as an independent type foundry. I look forward to sharing the Typefaces with you which are an essential building block of 77mm.

Thanks for reading and greetings from Berlin,

—Christian