Minaret Rebrand & Name Change

Minaret Rebrand & Name Change

On every continent and in every kind of environment—in mountains and deserts, on plains, and near seashores. Varying greatly in both size and depth. Temperature, light, precipitation, and wind are contributing factors to the outcome. This is Laek, and these are the places we’re built for.

Minaret MTN has been rebranded to Laek

What is the reason behind the rebrand?

Our mission at Minaret is to inspire people to venture outdoors and embrace new experiences. The brand's name was initially inspired by the majestic Minaret mountains in the Sierra Nevada Range, which are renowned for their breathtaking jagged peaks. Unfortunately, the name was often associated with the Islamic term "minaret," which was not the intended meaning. This led to confusion and difficulty in searches and recall, creating an experience that could have been better for our customers. 

Along with this factor, a unique name was necessary to better reflect where the brand is heading and our values. While our vision remains the same, our products are evolving, and we are excited to introduce our new brand name.

Laek Outdoor Brand

Why the name Laek?

I wanted the name to be related to words like depths, lengths, distances, locations, and diverse environments. Ultimately, those are the places our products are made for and the adventures we hope our customers enjoy. After months of thinking and research, I thought "lake" was the perfect word to describe those things, but it just didn’t feel quite right for the unique brand we’re creating. It needed to be catchy, short, memorable, and evoke emotion when seen. I believe that the word "laek" accomplished just that. What immediately stood out about the word when written out is how the “a” and the “e” reflect one another, creating a level of symmetry and intrigue. A unique spelling for a unique brand.

To be clear, while our products thrive in and around lakes, our gear is designed to be used in all conditions, making it perfect for any environment.

Laek Pronunciation

Aside from the name change, what else is there to look forward to?

We’re introducing new products that are practical and have a unique story behind them. We believe a product that tells a story leads to more stories being created and shared by its users. 

Now, more than ever, we’re focused on using premium, sustainable materials of the highest quality. Building sustainably and ethically made gear will withstand the test of time so you can be confident anytime and anywhere.

Our product line is expanding rapidly, offering more choices to more people, catering to various adventure needs, and promoting new ideas.

Our customers have been and will always remain our top priority. To enhance your experience, we have taken a more thoughtful approach not only towards the products we create and materials we use but also how we communicate with you. We’re looking forward to sharing more about what this looks like as things roll out.

We hope you will appreciate our new brand and join us in our journey as we introduce new products in the coming days. 

Thank you for your continued support!

- Jordan

PS: Most of our Minaret products are on clearance sale at up to 70% off if you want to get any before they're gone forever.

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  • LAEK (loads of fun, active wear, eco friendly, and keeping with what is now((LAEK) the name which talks me in 2023 Hope to win my coffee mug for my 80th BD

    Larry Segall on
  • Already loved Minaret and the new name Laek is such a vibe! It rhymes with lake, and it makes me think of natural breeze and beautiful mountains, and of course rivers and lakes! Love all the outdoorsy gear your company has! The new name is the cherry on top!

    Adriana on
  • What a delightful shift with heart to the new name! Bringing meaning to the forefront of an established company built on quality products.

    Julianne on
  • The name change “rebranding” is awesome. Every great journey begins “laek” side!

    Joseph Felz on
  • Without deviation from the norm, progress is not possible.

    Frank zappa

    Mark stubbs on
  • I forgot to say my adult kids love the cabin long sleeve. So soft and perfect for their woodsy life. I have ordered several times and never been disappointed.

    Christine Everhart on
  • Love the towels! I have had them for years. Great idea to start a new name and up your game. Congratulations!

    Christine Everhart on
  • I think that the name Minaret was fitting, since it was indeed named after the Mountains in the Sierra Nevada Range. Changing a Brand name is a risky adventure, and if that what you are trying to portray. Well maybe that’s a good thing. Changing a Brand name because of it’s perceived association, seems to fall into the political correct mindset. I don’t want to intentionally hurt anyone’s feelings, or misguide them. So if adventure is what we are after, then by all means Laek it is. I will enjoy my morning coffee and have an interesting conversation everytime someone mention the spelling.

    Terrance Ray Trybus on
  • As a poet, I understand the power of names. Choosing the name “LAEK” is a bold statement, one that reaffirms your commitment to environmental stewardship as a brand. We are all deeply entrenched in the places we live and the nature that we are privileged enough to coexist alongside. It is our duty as citizens of earth to protect and cherish the biodiversity of this world, from its rivers and its oceans to its lakes. It is our responsibility to make sure that our children and generations to come have access to wild spaces where they can feel the raw power of nature. I believe the rebrand towards LAEK reflects this mindset of challenging expectations and defying what is possible.

    Caitlin Cacciatore on
  • Good luck with the new name!

    J. Raydan on

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