The outdoor company's Turkish branch has taken a new perspective on garment functionality

Clothing tags and labels have long been the bane of shoppers eager to don their new purchase. But Istanbul-based ad agency Ogilvy & Mather recently produced a video that imagined what it would be like if, instead of boring tags, Columbia Sportswear products were adorned with compact handsaws, sundials, sewing kits, fishing gear and water filters.

The multi-functional tags are laser-printed on lightweight stainless steel according to the video, and each tool includes a link to a how-to video. The survival labels were actually made available in Columbia's Istanbul flagship store, but will not likely be coming stateside any time soon.

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