London: National Geographic is something of a travel institution -- an outlet that inspires readers to go out and see more of the world through its compelling stories and photography.

No surprise then, that it is trying to integrate itself further with the way we travel, already offering guidebooks, holidays and even cruise ships to capitalize on its loyal fanbase.

Last week, we got a hint of the next outpost in the National Geographic empire -- fashion.

In collaboration with the Greater Clothing Company, the magazine has produced an apparel line designed for the rugged explorers and outdoorsy types who read the magazine, expected to compete with traditional adventure-wear favorites such as North Face and Patagonia.

The collection is split into two series, with more expected to follow early next year.

The Rugged Series is aimed at the "day-to-day explorer" and is described as "functional design for the digital age," with pieces such as the Herringbone North Region Explorer Jacket and Vest, Cameraman Utility Jacket and Vest, and the Fisherman Peacoat.

The Storm series is a rainwear collection of jackets and coats, made from lightweight, breathable materials.

Just in time for the Christmas period, the items will be on sale in the US from October 2011, National Geographic said August 4.

(Courtesy Mid-Day)