It can't be done.
How many times have we heard these words? If we'd listened to them, Montura wouldn't exist. If it were the case, the greatest mountaineering stories would've never been written. No one would've ever scaled all the 8000-metre peaks without oxygen cylinders, or there wouldn't be a school in Nepal, where there wasn't one before. And nor would our jacket designed for helicopter and mountain rescue workers.
These are our roots: for 25 years we have been creating clothing for air and land rescue, fire fighting, caving and protection from fire. And, of course, pieces for desert crossing, Antarctic expeditions, sailing, cycling, running, monutaneering and ski-mountaineering.
In terms of communication, Montura has gone its own way, investing significant resources - which companies in the sector normally allocate to traditional advertising - in real projects, including the Rarahil Memorial School in Nepal, the Ger Camp in Mongolia and the training centres and Operazione Mato Grosso schools in Peru. But there are lots of other projects in Italy and Europe too focused on people, particularly those who experience hardship.
We have a name for all these activities: Montura Editing, which is both a cultural hub and a publishing brand. More than 100 books have been published in twenty years, with 250,000 copies distributed in exchange for donations to outreach projects. And then there's film, too: it has supported more than 80 films, whose stories revolve around those in often disadvantaged mountain locations.
The greatest aim of the activities carried out by Montura Editing has been to educate people about regions and places, because respecting nature and the environment is actually synonymous with respecting others.