The Hanwag Alaska GTX Beinghunted.
Beinghunted. designed a special edition of the Hanwag Alaska GTX. The colorway draws on the agency’s own biography: Beinghunted. started in Munich and operates from Berlin today. The palette comes from the seasonal tones of the Bavarian landscape, executed in a brown rough-out leather upper with cream accents. Two-tone laces reference the rivers of both cities, the Isar and the Spree. The result sidesteps the standard outdoor palette, neither muted nor loud. Technically, the boot remains unchanged: a GORE-TEX® membrane makes the Alaska GTX a genuine hiking boot for wet trails and winter conditions.
A short film accompanied the launch. Its premise nods to the story of the Italian who, after an argument with his wife, left the house and kept walking for days. In this version, a broken coffee machine sends the four members of the Beinghunted. team on foot from Berlin to Munich in search of a decent cup. The route leads into the desert of Lieberose, through the old town of Bamberg, past the lake at St. Agatha, and ends at Marienplatz in Munich, where the team finally gets its coffee.
The team shot the film in February 2025 and launched the boot at small events in Berlin and Munich.
Outdoor product films usually rely on mood: landscapes, weather, slow motion. This production includes those images but builds on a plot with protagonists. A story gives the viewer a thread to follow and a reason to remember. Research on narrative processing backs this up: audiences retain information better when a plot carries it.
The humor works toward the same end. Walking from Berlin to Munich for a cup of coffee is an absurd premise, and the absurdity takes the sales pressure out of the film. Comedy holds attention, improves recall, and earns goodwill for the brand, a useful register for a heritage manufacturer reaching an audience beyond its core.
The design applies the same logic. It condenses the agency’s route from Munich to Berlin into a single object: a trekking boot that performs in both cities and on the trails between them.
