December 9, 2021

For immediate release

Chlorophylle returns to its roots

Forty-one years ago, a group of nature enthusiasts met to form what would become one of the smallest outdoor companies to gain international exposure. For four decades now, the company, which has weathered storms, pandemics and waves, can proudly claim to be stronger than ever!

Revival of the company's very first logo. A new slogan. Yes, Chlorophylle's return to its roots has begun. The opening of the boutique in Place de la cité (Quebec City), which represented an investment of more than $200,000, is just one more proof.

The 100% nature concept, created by Marc-Antoine Duhaime, a designer from the south shore of Montreal, is inspiring. Simple, minimalist, and using natural materials such as wood and stone: these are the starting points of his concept. "We breathe in the scents of eucalyptus and fir trees, but always in a subtle and measured way. There are plants, warm lighting and space to circulate. The walls are warm gray, the floor is a light wood species," he says.

In fact, all the furniture was designed by a local cabinetmaker using mostly local woods. "It makes me very proud to have realized the very first concept of this new wave of Chlorophylle boutique. What's more, working with local wood, and not melamine or laminate, is a privilege for a cabinetmaker," explains designer Éric Lavoie.

The Quebec company Chlorophylle has the wind in its sails for its fourth decade. Can you feel it?

The official opening
Chlorophylle counts by the dozen ambassadors who have chosen to embrace the brand for its quality, durable, high-performance and resistant clothing. For the official opening, we invited some of them to talk to us about nature and the outdoors. This discussion around a "fake" campfire was broadcasted live on our Facebook page. By the way, you can watch the event again by clicking here. 

Great moments:

• Macha's cooking is heavily inspired by the elements of our forests. She had tips for us on responsible collecting. Whether it's chanterelles, fiddleheads or wild garlic, she recommends picking only one temptation out of three.
• Chlorophylle's new ambassador, Ben Rochette, is one of the first to have demystified surfing in Quebec on the Évasion channel and on its social media. His message? The goal behind his adventures is to stay authentic, not to think about the look of others and to let go.
• Stress, performance and all the daily grind took Eric Deschamps from the south shore of Montreal to the Gaspé Peninsula. This was the beginning of an incredible connection with nature, the outdoors and wildlife photography.
• Mario Cyr says he sees less of the big garbage in the waters as he did in the early days of his explorations, such as a toilet or a snowmobile. He has a few words of wisdom for us: reduce our use of single-use plastic and choose to consume locally.

Like the company's pioneers, it is a privilege to follow them on their memorable expeditions where clothes are tested and approved (or corrected, if necessary!) and our values are shared.

To see the photos of the event, go to this link:
https://drive.google.com/drive/folders/1DEGW2hg80bIE9l4BO4-_Cv1Ai_Yu4bRW?usp=sharing

All about the original logo
One of the highlights of the last few weeks is the return of the original Chlorophylle logo. As the team gathered to celebrate the company's 40th anniversary, it was felt that a return to the original logo was a must. "We associate it with the company's success first and foremost, but it also best represents Chlorophylle's values, including respect for the people around us. Our values are reflected as much in our logo as in the materials used in the design of our clothes and our daily actions. The return to the original logo is a confirmation of our desire to continue to push our limits and perpetuate the work of our founders," says Claudie Laroche, marketing director, who points out that it's not a sunset but rather a sunrise, to which we can attribute properties of energy and vitality that fit well with the outdoors.

For her and her teammates, the forces of nature led the founders to create their first collection in 1980. Chlorophylle, the brand, draws its roots from its rich heritage, the elements reflecting a quality clothing brand that was born of nature, that is of nature.

About Chlorophylle
Chlorophylle is a Quebec-based company that develops and markets high-end products specialized for outdoor activities. Its products are renowned for being durable, high-performance and versatile. Founded in the fall of 1980 in Chicoutimi, Saguenay-Lac-Saint-Jean, the company has seen its creations travel the world. Owned by the family business Côté Réco since May 2019, Chlorophylle has launched its new website in recent months, added 4 new clothing and footwear designers, has eleven corporate boutiques, 2 franchise boutiques and a growing network of retailers.

Ms. Claudie Laroche, marketing director, is available to answer any questions you may have. 

For more information, please contact
Manon Rivard
Director of Communications and Marketing Assistant
Office: (819) 292-2323 ext. 50962

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