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ISSUE 1551DECEMBER 21, 2015
The Weekly Digital Magazine for the Active Lifestyle Market
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ISSUE 1551DECEMBER 21, 2015
MARKET REPORT
4Avatech Expands Mountain Safety Platform With Mobile App
6Chicks with Stix Offer New Heli-Ski Clinic
8Borealis Fat Bikes Sponsors Inaugural Fat Bike World Championships
9Cotopaxi Introduces Llama Fleece Jacket
22Industry Calendar
GIVING BACK
10Eddie Bauer Plants 50 Millionth Tree with Celebrity Ambassador Ryan Reynolds
FABRIC TECHNOLOGY
12PrimaLoft Inc Stretches Insulation Offerings
ATHLETE PROFILE
14 Meredith June Edwards Not Just Another Pretty Face
VENDOR PROFILE
16 ExOfficio Brings New Aesthetics to Outdoor Retailer Winter Market
FEATURE
18Royal Robbins Revamps Leadership Team, Marketing and Design for Fall 2016
ON THE COVERYear-round athlete Meredith June Edwards crushes it uphill as a sponsored ski-mo racer and ultra marathon runner.
4 SGBWeekly.com | DECEMBER 21, 2015
AVATECH EXPANDS MOUNTAIN SAFETY PLATFORM WITH MOBILE APP
MARKET REPORT
Avatech wants to spread the word on mountain safety. The snow safety brand recently debuted a new mobile app, in addition to its existing web-site, that allows users to report mountain safety observations in a more timely manner via photos, videos and comments, as well as view alerts from others traveling nearby.
The new mobile app also includes a route-tracking feature that allows users to monitor key statistics from their tours. Users can select more than 20 different topo and aerial maps all on a single platform, fully inte-grated with observation information. All mobile data is synched with the Avanet web platform, where users can plan and share routes and dynami-cally visualize terrain on Avanet’s new GIS platform.
“At Avatech, our mission is to build a safer mountain community. The Avanet platform helps everyone communicate and share informa-tion in the mountains more easily than ever before,” said Brint Markle, co-founder and CEO of Avatech. “Our global mountain community can now share real-time, geo-tagged observations of snow conditions, weather, wind, avalanches and more.”
Avanet mobile was built with the notion in mind that cell reception is not a given in the mountains. For this reason, the app works both in and out of reception areas.
“Now all mountain travelers – skiers, snowboarders, snowmobilers, snowshoers, mountaineers and the professional snow community – can
benefit from the information shared on the Avanet mountain safety plat-form.” Markle said. “And when we share information, it’s a win-win for everyone.”
Avanet is offered in three versions: Avanet, Avanet Tour and Avanet Pro.
The classic version is a for recreational mountain travelers and includes features like basic topographical and aerial maps, tour tracking and the ability to submit and view public observations. Avanet Tour ($5 per month) includes additional features like terrain visualization and route planning tools. Avanet Pro ($10 per month) is the most feature-rich plat-form designed for professional guides and snow safety professionals and includes such additional tools as advanced route planning, professional-grade observation sharing, pro data access and more.
Director of the Colorado Avalanche Information Center, Ethan Greene, said, “Avanet could generate an influx of mountain observations from both recreationalists and snow professionals … and we are working to create a seamless way for those observations to reach forecast centers such as CAIC that rely on observation data to create regional forecasts.”
Pro skier and mountaineer, Chris Davenport, expressed his excitement for the new app. “The more knowledge you have the better,” Davenport said. “I use Avanet in the field and trip planning, and it’s been a game-changer in how I prepare to go into the mountains.”
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DECEMBER 21, 2015 | SGBWeekly.com 5
6 SGBWeekly.com | DECEMBER 21, 2015
CHICKS WITH STIX OFFER NEW HELI-SKI CLINIC
Angela Hawse, co-owner of Chicks Climbing and Skiing adds to her list of titles director of the new branch of ski programs, Chicks with Stix, and plans for its upcom-ing January Intro to Heli-Skiing clinic in Telluride.
“While our Chicks with Stix clinics are our newest programs, our guides have been at it for de-cades,” said Hawse. “Our ski guide teams will be led by an IFMGA li-censed guide or an AMGA Certi-fied Ski Guide, while small group sizes maximize learning and the one-of-a-kind Chicks experience.”
Chicks Climbing and Skiing nears its 20th year of operation, as the collective owned by five moun-tain lovers and experienced guides (Kitty Calhoun, Dawn Glanc, Angela Hawse, Elaina Arenz and Karen Bockel) was the first to of-fer women unique climbing clin-ics. The first program, titled Chicks
with Picks, was a women’s ice climbing clinic in Ouray, CO.
What Hawse is calling a “bucket list trip,” the Intro to Heli-Skiing with Telluride Helitrax will include: professional heli-skiing guidance at a 4:1 attendee-instructor ratio, safety briefings, powder skis, poles and avalanche safety equipment, 6 heli-ski runs that average 10,000 – 14,000 vertical feet, lunch and apres ski, one-day lift ticket to Tel-luride Ski Resort, two-nights stay at Peaks Resort in Mountain Village, and of course…a radical Chicks with Picks shirt.
Hawse will not only direct but be one of the two guides for this Chicks with Stix clinic, set for January 22-24, 2016. Drawing from her work as an IFMGA mountain guide with more than 30 years of experience guiding through the Himalayas to Alaska, desert rock to alpine granite, Hawse planned the
January clinic to provide a world-class, high-alpine powder experience.
“Our ski programs cover a variety of clinics, from back-country avalanche education to powder skiing and ski mountain-eering in some of the best venues in the world,” said Hawse. The next January installment is slated to be held at Snowboarders are not excluded as we love sharing the mountains with riders as well.
Alongside Hawse, Sonja Nelson will be the other lead guide for the Telluride program. Nelson’s pow-der resume includes ski patrol-ling at the Telluride Ski Resort, ski guiding at Silverton Mountain, guiding for Telluride Helitrax and exploring the mountains of her Ophir home. Most recently, Nelson skied off the summit of Denalu on an all-women’s fun-run trip.
Chicks with Stix’s Telluride clinic will be sponsored by Marmot,
which currently stands as the Of-ficial Guide Uniform, Apparel and Equipment Sponsor for Chicks Climbing and Skiing. “Marmot became our Presenting Sponsor in 2001 and their support has been a cornerstone to our success,” said Hawse. “Fifty-percent of Marmot products are made specifically for women and they support many causes that are close to our hearts.”
In the past, other program spon-sors have included Osprey, Grab-ber Warmers, Petzl, Eddie Bauer, Scarpa, Patagonia, Black Diamond and La Sportiva.
Angela Hawse, IFMGA/AGMA guide, co-owner Chicks Climbing and Skiing and Director Chicks with Stix.
Photo courtesy Angela Hawse Collection
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8 SGBWeekly.com | DECEMBER 21, 2015
The first-ever world championships for fat bikes will be held January 27-31, 2016, in Crested Butte, CO. The inaugural Fat BikeWorld Championships will feature four days of racing on four different courses; a summit on the state of fat biking in the state of Colorado; vendor show-cases and of course free beer for competitors.
Colorado Springs-based Borealis Fat Bikes is the title sponsor for the event. “We’re proud to be the title sponsor of such a monumental event for fat bikes. We pride ourselves in being a pioneer in the market and that means pioneering new event types that showcase how fat bikes can be rid-den,” said Steve Kaczmarek, Borealis founder and CEO.
Riding the giant wave of fat bike popularity, Borealis Bikes was born in Colorado Springs in 2013 and quickly became a leader in the fat bike industry, bringing the first commercially produced carbon fiber fat bike to market. They also do business as The Fat Bike Company, dedicated to designing and producing the lightest and most technically advanced fat bikes and fat bike components in the world. With just 11 employees de-signing and building up bikes in its newly renovated 10,500-square-foot headquarters, the brand currently operates in more than 22 countries with continued expansion planned for North America and globally.
“It’s been a crazy ride,” said Kaczmarek. “Talk about a start up!” In 2013 he loaded up his 70-foot RV and headed to Interbike, stopping at Backcountry.com headquarters along the way, securing his first dealer.
Landing in Las Vegas with noth-ing but a trailer full of carbon fat bikes and the simplest of booths, Kaczmarek ended up selling $1.1 million dollars worth of bikes and securing nearly 100 retail doors, winning Best in Show from Bik-eRadar.com. The city of Colorado Springs named Borealis Start Up Company of the Year.
“Now, with everybody in the market, how do we differentiate ourselves?” Kaczmarek says. “We always want to be better than the next guy, constantly pushing the industry.” One way he’ll do that is by introducing an aluminum-frame fat bike next year with Sram GX-1 componentry and carbon parts, retailing for just $2199. He’ll also stick with his wholesale-only distribution model, aiming to do more than $5 million in business in 2016.
One of Borealis’ keys to growth is sponsorships, such as its up-coming title sponsorship of the
Fat Biking Worlds. Being a critical part of the growing fat biking trend, ranging from sand to snow and now almost omni-present at Nordic cen-ters around the country, Kaczmarek says he offers a Ferrari product at a Mercedes price point. “The question is how do you keep the culture, how do you keep the quality, as you grow,” he said. “We want to be the market disruptor. We keep our products light weight, well equipped, and offer a different kind of experience.”
Experience the difference this January at the Outdoor Retailer Winter Market On-Snow Demo, at any of the many Nordic centers offering Borea-lis rentals, such as Breckenridge’s Gold Run Nordic Center, or at the Worlds in Crested Butte. For more information on Fat Bike World Championship race courses and event details, visit cbchamber.com/events/fat-bike/.
BOREALIS FAT BIKES SPONSORS INAUGURAL FAT BIKE
WORLD CHAMPIONSHIPS
Steve Kaczmarek, Founder and CEO, Borealis
Photo courtesy Borealis Bikes
COTOPAXI INTRODUCES LLAMA
FLEECE JACKETCotopaxi, the burgeoning hipster outdoor apparel company synonymous with its urban scavenger hunt Questival events, is taking its iconic llama insignia to the next level.
In the new unisex Kusa Jacket, $200, revolutionary llama fleece insulation offers a fresh spin on tradition-al synthetics and down. According to Cotopaxi, llama wool offers a 40 to 50-degree comfort range, versus 15 to 20-degree ranges offered by synthetic layers. Hollow fibers also keep the jacket light and quick-drying.
The Kusa comes in full and half-zip and will be the first llama-insulated jacket produced by Cotopaxi.
“We partnered with a factory that is an expert in down and insulation and worked closely with them to make sure we would not have to sacrifice any design goals in order to successfully use this insulation,” said Cotopaxi Apparel Director, Cheri Sanguinetti.
Hannah Wing, copywriting intern at Cotopaxi said, “Llamas have been integral to Cotopaxi since its incep-tion. Rugged, amiable, and adventurous, these quirky animals embody the Cotopaxi spirit, and we incorporate them into our designs whenever we can. So, when we discovered the array of benefits llama wool offers as in-sulation, we knew we had to pursue this underutilized material for our apparel line.”
And despite its novelty to the U.S. outdoor industry, llama fleece has been used for more than 6,000 years in the Andes region of South America, the brand asserted. Characteristics of the material mean no clumping over time, insulation even when wet and natural wind-block-ing fibers.
The Kusa is offered in two colors, Slate/Bronze and Phantom/Raven.
Cotopaxi Kusa Jacket
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10 SGBWeekly.com | DECEMBER 21, 2015
EDDIE BAUER PLANTS 50 MILLIONTH TREE WITH CELEBRITY AMBASSADOR RYAN REYNOLDS
In celebration of Eddie Bauer’s 20-year partnership with American Forests, the Seattle Specialty Retailer gets a boost
of philanthropic star power.
By SGB Staff
GIVING BACK
American Forests has been restoring and pro-tecting urban and rural forests since 1875. In fact, they were the first national nonprofit con-servation organization in the country, serving as a catalyst for many of the most important milestones in the conservation movement (i.e. founding the U.S. Forest Services).
In the past 25 years alone, American For-ests has planted 50 million trees in more than a thousand forest restoration projects. For 20 of those 25, specialty retailer Eddie Bauer has been lending a hand. This 1920’s founded retailer, fa-mous for outdoor sportswear, footwear and ap-parel, has contributed to more than 6.5 million
of the total 50 million trees. And those numbers will keep rising from here, as Eddie Bauer and American Forests enter the next stage of its af-filiation. Eddie Bauer has committed to plan-ning 20,000 trees in the San Bernardino Mounts of Southern California in 2016.
As an ode to their comradery, the 50 mil-lionth tree was planted in a special ceremony on November 11, 2015, by Eddie Bauer and Ameri-can Forests, with a special guest appearance by Eddie Bauer’s Philanthropic Ambassador, actor Ryan Reynolds.
At the tree planting in the San Bernardino Mountains, Reynolds dubbed the seedling “Gordon,” a baby Ponderosa pine, who is a girl, Reynolds jokes. “It’s a good Canadian name,” he said.
“The outdoors have always been a big part of my life, and I hope to help ensure that we pre-serve our forests for future generations, one tree at a time,” said Reynolds. “It’s extremely power-ful to have an iconic outdoor brand like Eddie Bauer lead the way by partnering with American Forests to help save our trees. I am honored to take part in their work to help our forests thrive for all to enjoy.”
And Reynolds isn’t kidding. Eddie Bauer’s 20-year partnership with American Forests is the most successful reforestation project by a retail business in the U.S. The 6.5 million trees, planted in more than 150 unique ecosystems across the U.S. and Canada, are estimated to be worth around $110 million in improved air quality, as a result of absorbing pollutants such as ozone and nitrogen oxides from the air. But that’s not all. The Eddie Bauer trees are also worth an estimated $16 million in sequestered carbon dioxide and $20 million in improved water quality.
Sometimes we forget that all this good can come from a couple trees.
“Eddie himself spent his entire life encour-aging people to go outdoors, and reminding them to assume responsibility for preserving the beauty of nature,” said Eddie Bauer President and CEO, Mike Egeck. “One of his favorite man-tras was to ‘always put back more than I took.’ This has made our partnership with American Forests not just a natural fit, but one we are in-credibly passionate about.”
On the chilly November morning of the tree planning, Egeck laughed, “This is the kind of weather Eddie Bauer clothes are made for.” Following the planting of “Gordon,” Egeck went along with Scott Steen, president and
Gordon, a baby Ponderosa Pine, the 50-Millionth Tree planted by Eddie Bauer
in the San Bernardino Mountains, Photo courtesy Eddie Bauer
DECEMBER 21, 2015 | SGBWeekly.com 11
CEO of American Forests, for the addition of 40 new Ponderosa seedlings for the Mountain Communities Wildfire Relief project - another collaboration effort by American Forests and Eddie Bauer.
The blossoming between Eddie Bauer and American Forests began when they first partnered in 1995 through Eddie Bauer’s “Add a Dollar, Plant a Tree” project. The initiative was simple, yet effective: the brand plants a tree every time a customer chooses to add a dollar to his or her purchase. The retailer donated 100-percent of these funds collected from customer donations to American Forests’ reforesta-tion projects in the U.S. and Canada, and continues to do so today.
“A significant number of the trees American Forests has planted during the two decades are the result of our extraordinary partnership with Eddie Bauer,” said Scott Steen, president and CEO of American Forests. “Our work together has made our water and air cleaner, slowed the effects of climate change, and expanded habitat for dozens of threatened and endangered species. Now, with Ryan Reyn-olds on board, we are confident the impact of this work will be even greater.”
As for Reynolds, his cameo at the 50 millionth tree planting will become a continuous, on-going role with Eddie Bauer and American Forests. The collaborative is currently working closely on a compre-hensive, action-oriented and education-focused campaign in 2016. Check eddiebauer.com/campaign/AmericanForests for updated objectives.
From left to right: Scott Steen, President and CEO, American Forests, Ryan Reynolds, Actor, and Mike Egeck, President and CEO, Eddie Bauer. Photo courtesy Eddie Bauer
12 SGBWeekly.com | DECEMBER 21, 2015
PRIMALOFT INC STRETCHES INSULATION OFFERINGS
Primaloft Stretch Solutions Are Said To Eliminate The Need For Repeatedly Changing Layers During Outdoor Activities.
By Thomas J. Ryan
PrimaLoft Inc. will expand its active platform with the launch of PrimaLoft Gold Insulation Active, providing breathable four-way stretch and optimal warmth designed specifically for high-output adventures in the biggest apparel trend for 2016. Engineered for activities such as running and skiing, the soft, packable and wa-ter-resistant insulation regulates wearers’ com-fort levels during intense activity.
Gold Insulation Active builds on the success of PrimaLoft Silver Insulation Active, which de-buted at Outdoor Winter Market 2015, as well as the introduction of Performance Down Blends, which merged the benefits of goose and duck down with synthetic PrimaLoft fibers.
Like Silver Insulation Active, Gold Insulation Active features a proprietary finish and manu-facturing process that prevents fibers from mi-grating through fabrics - allowing for use with more breathable, open weave materials. But the biggest difference is its ability to work with stretch materials.
At a launch event at PrimaLoft’s headquarters in Latham, NY, Mike Joyce, president and CEO, said adding a stretch component addresses the ever-increasing demand for adaptability as well
as lighter fabric. “Versatility is a big deal,” said Joyce. “People don't want to be layering up and layering down. They want a universal piece that does a lot more.”
For its branded partners, the formulation, which is Bluesign approved, allows designers to use a wider variety of stretch shell, breath-able outer, and liner fabrics resulting in more year-round choices retailers and consumers. Joyce said brand partners are looking to provide more differentiation in the marketplace. Launch partners for PrimaLoft Gold Insulation Active include L.L.Bean, Marmot, Merrell, Under Armour, Eddie Bauer, Filson and Scott USA.
AJ Curran, director of outerwear at L.L. Bean, said in a statement that the fabric technology represents another step toward helping con-sumers enjoy the outdoors without having to constantly worry about the weather. “PrimaLoft Gold Insulation Active is ideal for today’s out-door customer engaging in more activities for shorter time spans,” said Curran. “We appreci-ate having a choice of insulation technologies; it gives us the flexibility to create extensions in our line for a wider variety of activity-based apparel. We look forward to continuing our partnership
Mike Joyce, President and CEO, PrimaLoft
that started in 1988, when we introduced the first PrimaLoft jacket to the market.”
PrimaLoft insulation was originally devel-oped in 1983 for the purpose of providing the U.S. army with a water-resistant, synthetic alter-native to down.
L.L.Bean became its first branded partner in 1988 and continues to be one of its primary partners in exploring innovations. That was followed by its entry into footwear solutions in 2000 - again first with L.L.Bean. The introduc-tion of its own proprietary yarn fibers in 2005 extended PrimaLoft’s reach into a wide range of knits, wovens and socks.
But a turning point for the company was its spinoff from Albany International Corp. in 2012. As an independent company, PrimaLoft was able to ramp up its R&D investments and that helped lead to the breakthrough launch of Performance Down Blends in 2014. At the time, PrimaLoft claimed the insulation provided the weight and compressibility of down could retain 94 percent of its warmth when wet and dried four times faster than conventional down.
AJ Curran, Director of Outerwear, L.L.Bean
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Joyce said that while synthetics continue to run through PrimaLoft’s product line, the breakthrough in blends as well as the spinoff has led the company to think of itself as a materials science company and overall think outside-the-box more.
“It doesn’t always have to be synthetic,” said Joyce. “We know down has good properties. So let’s break the paradigm and see if we can go in there and combine two really great materials and see if we can boost it up to another level.”
PrimaLoft is also testing a wool-blend insula-tion, which it expects to see on apparel in stores by 2017.
Longer term, Joyce said that due to its ramped-up R&D investments and demands for newness by its branded partners, PrimaLoft has an extensive innovation pipeline set in place for the next few years. Joyce said PrimaLoft is even exploring ideas for 2020.
“There are great companies that are lead-ing edge and there are great companies that are trailing edge and following,” said Joyce. “We’ve elected to be leading edge.”
Womens
Mens
L.L.Bean Moutain Jacket with PrimaLoft Gold Insulation Active
14 SGBWeekly.com | DECEMBER 21, 2015
SGB gets inspired by an all-season athlete paving her way through ultra running, ski mountaineering and ski-mo racing...and
doing it by her own creed.
By Jahla Seppanen
MEREDITH JUNE EDWARDS NOT JUST ANOTHER PRETTY FACE
ATHLETE PROFILE
For many ultra runners, winter offers rest and recuperation for the next big season of 100k, six-hour races. But while these trail warriors are in hibernation, Meredith June Edwards is entering her “second season.” The 31-year-old all-year athlete changes caps come the first snowfall, going from a pro ultra runner to a sponsored ski mountaineer and ski-mo racer.
Double training is paying off. Edwards’ boasts a list of accomplishments from being a U.S. National Ski Team member, World Championships Ski Mountaineering competitor, Top 10 finisher of Ultra Trail Mont Blanc and racer in the U.S. Sky Running Ultra Series.
Coming back to the States from the Philippines after placing first and breaking the 60k record at the Clark-Miyamit Falls CM50 Trail Race Series, SGB began its interview with Edwards saying, “Holy $&@*, you’re fit!” It was a gut reaction.
Edwards laughed, “Training has been a huge learning experience.” In the past four years, Edwards has been a dedicated all-season athlete, hav-ing competitions in both the winter and summer. “It's taken some time to understand how my body handles the stress of having two big seasons in one year. The best lesson I have learned is you can only train as hard as you can rest. Without the ability to recover, it’s very hard to perform. Less is more I've learned.”
With sponsors like Hammer Nutrition and Ludus Tetonia Gym, Ed-wards combines her favorite nutrition fuel with the cross-training optimal for her body, gaining an edge not only on the competition, but on her own
PRs. She attested to using all Hammer products, from gels to electrolytes to vitamins. Her testimonial made SGB write “Hammer” on our New Year wish list for products we simply must try.
As for getting the killer athlete bod, Edwards owes much of her steel-power to indoor weight workouts. “Personally, I love lifting,” she said. “I see a lot of athletes in ski towns who don't think much about gym and just want to ski, however I feel going to the gym is a great way to prevent injury and increase sport performance. That being said, I have seen some coaches put too much focus on the gym, to the point where you can’t perform outside of it. Often times you see this with fitness group trainings, which I highly do not support. If you’re an athlete, you need to have your workouts tailored to your needs and your needs only.”
What became clear during our interview was how well Edwards has re-fined her unique training process. SGB wanted to dig deeper and asked a series of rapid-fire questions:
Training Drink? I love this Tea called Sportea. You can drink it cold or hot and often I use it when I race because I really like the taste and crave it. Check it out.
Thoughts On Wearables? I wear a Suunto watch when training, but not always. I use it more on rest days for my HR so I know I'm keeping it low, and as far as hard days go, I sometimes wear it to see how high I get my HR. I feel at this point I know when I'm pushing and when I'm not.
Photos courtesy Owen Leeper
Other Sponsors? Bolle Eyewear, Dynafit and Voile.
Sports? Growing up I played 10 different sports. It seems to be a lot of top athletes come from a multi sport background. For me it's working out well.
Age Of Your First Run? 12
Age You Learned To Ski? I started skiing and downhill racing around 5.
Born and Raised? Pennsylvania
Runner Crush? Emma Coburn. Love her and what she does.
Music Or Silence? I have a play list on my Ipod that's called Mellow Run-ning. I like listening to songs without lyrics - it puts me in a trance. I feel music elevates my experience outdoors and therefore I'm usually always listening to it.
Winter Goals? For this winter my goals have shifted a bit from racing to big mountain projects. I have some projects coming up in the spring but they will remain secret until they are done.
Secret Tradition Nobody Knows About? I have a tradition in Jackson, WY, (where Edwards has been living for the past nine years) where every Saturday I meet up with one of my best friends and someone who continu-ously inspires me - the one and only Wild Bill. I like to describe Bill as the living legend of Jackson Hole. Bill is 63 going on 30. He is an incredible athlete and gets after it every day. I want to be like Bill when I grow up. So every Saturday we get burgers and cake and catch up.
Instagram? @merejune
Edwards stopped us there to talk about social media and its ever-growing presence in the outdoor and active lifestyle industries. In fact, Edwards dubbed it one of the most controversial issues the industries face today.
“People either love it or hate it, and unfortunately, if you want to be a sponsored athlete you need to be on it.” Edwards added, “I think it's great for athletes because it’s a responsibility you can offer a company.” However, it’s a double-edged sword. Social media has the distinct abil-ity to elevate the pretty. This can be a negative when the pretty over-powers and even downgrades the abilities and athletic determination, grit and accomplishment of women like Edwards. “I like to think of myself as an athlete who has a social media presence. Not just another pretty face.”
Edwards continued, “I take a lot of pride in the resume I have built with racing and pushing myself to do well. This just wasn't handed down due to my appearances,” she said. “But I’ll continue using social media to share my experiences because I use it as a way to inspire. Friends and family members tell me they show their daughters my pictures and how much I inspire them. It’s such a positive feeling.”
Before Edwards darted off to her next big ski-mo training session (which she uses as a run-replacement in the winter to give her body a break from the impact) we asked one more question, hoping to round out the mystery of this terminator-training, bright and enigmatic ath-lete…and get a dose of whatever inner inspiration drives her work ethic:
What’s Your Personal Creed? Don’t know till you go.
16 SGBWeekly.com | DECEMBER 21, 2015
One of the great forerunners of fashionable trav-el wear, what we might today call trail-to-table or the veritable “versatile,” ExOfficio is taking an updated approach in what the company calls a new perspective toward its Fall 2016 collections. The key phrase here is “social versatility,” and the name of the collection is Urban Travel.
“Urban travel is the fastest-growing segment of the global leisure travel market, appealing to the interests of a broad range of travelers,” said Brian Thompson, general manager of ExOfficio. “The urban experience has its own set of chal-lenges that require purpose-built apparel and gear that allows the traveler to move seamlessly from one experience to the next.”
So get ready for a totally new and different look at Outdoor Retailer Winter Market.
“The urban travel collection offers the per-fect balance of stylish versatility and high per-formance features for urban travel exploration. Clean silhouettes offer sophisticated and ver-satile options that keep comfort, performance, protection and technology at the forefront,” the brand said.
The ExOfficio design team is said to have cre-ated the collection to meet the unique needs of the urban travel experience, requiring innova-tive technical fabrics for temperature regula-tion, water-resistance, odor-reduction, mobility,
durability and wrinkle-resistance for easy care on-the-road.
Details include hidden security zip pockets and reversibility for a wider variety of outfits with less to pack. ExOfficio brand reps said, “The collection offers polished mix-and-match pieces in luxurious fabrics with covert performance features that provide a sense of confidence and comfort away from home without compromis-ing style.” Versatility that lends confidence and won’t make you stand out as a tourist is also im-portant to the brand.
ExOfficio uses smart design to solve prob-lems, including a new Heat Zone technology for Fall 2016 using DriRelease Tencel in a new line of sweaters. Part of the Urban introduction is the Perfect Technical Performance Sweaters line, a blend of performance with polish.
“A well-made, fully-fashioned sweater has a quality, comfort and aesthetic that simply feels good and instills a sense of confidence, no mat-ter where you are in the world,” said Johanna Rundquist, design materials manager for ExOf-ficio. “Combining that level of quality with tech-nical benefits is a unique proposition that results in an urban travel performance sweater that re-ally does it all; feels incredible against the skin, keeps you warm, dry, and fresh, plus holds shape and color for years to come.”
However, leaning into innovative designs is not a new tradition for ExOfficio, who was the first to use InsectShield in the U.S. in 2004. Try finding an Adventure Travel range without the stuff nowadays.
Keeping with tradition, the brand has looked to the future by engineeing a soft, comfortable and lightweight layer for Fall 2016 that uses the traveler’s natural body heat to keep warm in colder climates. One of the biggest challenges travelers face when packing for cold-weather destinations is the space taken up by thermal layers, in what would otherwise be a small, lightweight bag, the company said. ExOfficio’s solution is new S° Warm fabric technology, op-timized in a collection of lightweight layering shirt styles for men and women.
“Our ultimate goal is to make travel easier by providing clothing solutions that the traveler doesn’t have to think twice about,” said Thomp-son. “They know when they shop ExOfficio, the performance is built in, and they have the free-dom to enjoy the people and places where their travels take them.”
ExOfficio has been in business since 1987 and is a part of the Jarden portfolio; Thompson has been on the job since June 2014. The brand recently hired new VP of Global Sales, Bill Conradt, and has gone to direct distribution in
EXOFFICIO BRINGS NEW AESTHETICS TO OUTDOOR RETAILER WINTER MARKET
Exofficio Infuses Urban Vogue With Purpose-Built Apparel In An International Wardrobe For World Travelers.
By Aaron H. Bible
VENDOR PROFILE
Photos courtesy ExOfficio
DECEMBER 21, 2015 | SGBWeekly.com 17
Canada effective Spring 2016. These are just a few examples of the company’s positive trajec-tory. A few highlights from the ExOfficio fall 2016 urban travel collection include:
The ultimate men’s travel pant, Cano, $98, combines a classic tailored fit with performance for urban adventure. A durable cotton blend with breathable two-way stretch, wrinkle-re-sistance and a brushed tricot-lined waistband. Security zip pockets and durable water-repellent finish provide next-level protection.
The popular and versatile women’s Zhanna Reversible Legging, $85, gets equipped with reversibility for multiple looks, while odor- resistance helps the pant stay fresh longer. These soft, stretchy, moisture-wicking, quick-drying and wrinkle-resistant leggings are packed with warm synthetic knit UPF 50 sun protection.
A staple to blend into any urban environment, the Men’s Triberg, $150, casual travel “shacket” combines the look of a button-up shirt with the warmth and protection of a jacket. A knit face bonded micro-fleece is water-, stain-, and wind-resistant, while strategically placed pockets provide easy storage for phones and sunglasses on-the-go.
The Marco Blazer, $140, offers travel-friendly ponte knit fabric classically tailored to create a sophisticated urban travel blazer. The upscale double-knit can be dressed up with a sweater and slacks, or dressed down over a tee and jeans. Durable water-repellent finish provides protec-tion from unexpected weather, and Silvandur anti-microbial treatment keeps it smelling fresh for lengthy trips.
The London-style women’s trench coat, Emei, $200, is waterproof, breathable and soft for mov-ing around the city… plus fully seam-sealed with DWR Teflon Shield+ finish for added protection in unexpected weather. Thoughtful details like con-toured sleeves to cover the back of the hand and a packable hood with a covert hood cinch that lays flat combine functionality with urban styling.
The comfort of a sweater meets technical per-formance in the women’s Milena Hoody Tunic, $130, creating a refined urban alternative to traditional performance fleece or wool. Using a proprietary DriRelease TEencel 12-gauge knit, this sweater feels great against the skin, wicks moisture, reduces odor and holds shape and color for many seasons to come. Unlike most sweaters, it dries out overnight.
The men’s Termo Hoody, $85, is a silk-like layer that works with the body’s natural heat
to stay up to 5°F warmer in cold temperatures.Warm technology absorbs moisture and keeps heat in, (keeping the wearer up to 5-degrees warmer). Silvadur anti-microbial treatment keeps the garment fresh and wearable for longer, which also reduced the amount of apparel trav-elers need to pack.
Items from the new ExOfficio Fall 2016 ur-ban travel collection will be shown in January 2016 at the Outdoor Retailer Winter Market in booth #12027. ExOfficio is sold internation-ally, online and in specialty outdoor and travel stores, including five of their own flagship stores in the U.S.
Men's Cano Pant
Men's Marco Blazer
Women's Milena Hoody TunicWomen's Emei Trench Coat
18 SGBWeekly.com | DECEMBER 21, 2015
Royal Robbins Revamps Leadership Team, Marketing and Design for Fall 2016
With a renewed mission to re-establish itself as an outdoor industry leader, Royal Robbins announced major changes heading into Outdoor Retailer Winter Market.
By Aaron H. Bible
Photo courtesy Royal Robbins
DECEMBER 21, 2015 | SGBWeekly.com 19
Heritage outdoor apparel brand Royal Robbins announced several key players from its heyday are back at the helm, and the brand is
revamping all facets of the business in an effort to again become a highly relevant player in the fiercely competitive outdoor apparel space.
The brand is in the midst of a Royal Revolution, said its representa-tives. Company Co-founder Liz Robbins is back as advisor, and under her and CEO Michael Millenacker’s helm, the pair is reigniting the brand's heritage designs that have inspired adventure since 1968 – the year world-renowned climbers Royal and Liz Robbins founded the company as an importer and distributor of gear and apparel.
Our guideline - style with mountaineering heritage - is as relevant today as it was in the 1970s when our focus was on Yosemite Valley climbers,” said Robbins. “It is with Royal’s encouragement that I’m joining the new team led by Michael Millenacker.”
By 1997, Royal Robbins began gaining global recognition for its high quality active lifestyle clothing, made mostly from synthetics, and
“We’re not going to try and be the hip new brand…
Heritage is our key differentiator.”
- Michael Millenacker, CEO, Royal Robbins
commitment to innovation, style and utility with a connection to the core customer.
Royal Robbins is still based in San Francisco and Modesto, CA - the gateway to Yosemite Valley, where in 1961, Robbins made the first ascent of El Capitan’s Salathé Wall, the world’s hardest big wall grade VI climb at the time. Robbins is also credited as a pioneer of “clean climbing” along with Yvon Chouinard. In 1968 he made the first solo ascent of El Cap’s Muir Wall in just 10 days.
In 1967, Liz laid claim as the first female to ascend the Northwest face of Half Dome. Liz said that the iconic photograph a tourist snapped of the pair atop Half Dome in tattered clothing is part of what inspired them to launch the now globally beloved brand. At that time most climbers used Army surplus gear.
“We’re not going to try and be the hip new brand,” Millenacker ex-plained. “We’re going to evolve it but take it back to its roots, keep it func-tional but stylish. Heritage is our key differentiator and gives us a connec-tion to the past, people and places.”
Millenacker was previously Robbins’ national sales manager and most recently general manager at Fox. The brand is currently owned by private equity group BRS that also owns climbing shoe company Evolv, among about 40 other brands, and is on the hunt for other outdoor acquisitions, Millenacker said. He added that VP of Operations Loren White and VP of Merchandizing and Design Liz Braund are crucial pieces of the evolved management team.
Robbins named Verde Brand Communications as its agency of record last month to drive product awareness in trade, endemic and broad mar-kets. Industry veteran Aaron Carpenter of AVC Consulting (formerly global vice president of marketing at The North Face) will also advise Royal Robbins on brand strategy, sales, marketing, digital strategy, e-com-merce and team building. Osprey’s Tom Barney will also be consulting.Michael Millenacker, CEO, Royal Robbins
Royal Robbins leading the third pitch of the Salathé Wall on El Capitan in Yosemite Valley.
"Royal Robbins by Tom Frost" by Tom Frost (~1938 - ) (http://www.frostworksclimbing.com/cool_aid.htm)
20 SGBWeekly.com | DECEMBER 21, 2015
“Liz is here to help me make sure we have that heritage story in tact and have the look and feel in the products as well,” Millenacker said.
Here’s a look at some of what retail-ers can expect to see at Winter Market in Royal Robbins’ newly revamped booth:
The men’s Performance Flannel Plaid Shirt, $75, gives soft hand to a durable nylon and polyester blend that delivers wrinkle resistance, warmth and a fast dry time. This is both your softest flannel and your most versatile. The men’s Performance Flannel Over-shirt, $85, brings these performance benefits to a heavier flannel.
The men’s All Season Merino Ther-mal Full Zip, $110, is a versatile ther-mal knit in a merino and cotton blend. This hoody has excellent warmth to weight ratio and a soft hand. It fea-tures front hand pockets and knit rib-bing detail.
The MerinoLux program includes the women’s Go Everywhere Merino Henley, $65. Blending renewably sourced Sorona fibers adds softness and durability to merino wool’s tried and true odor-resistant, moisture wicking and temperature control per-formance. Sorona fibers hold rich col-or and help the garment keep its form while getting softer every wash.
The women’s Foxtail Fleece Shirt Jacket, $100, features polyester blend-ed with renewably sourced Sorona fibers to bring a buttery feel. The Fox-tail has a quilted stitching pattern at the front and back, with slip-in hand pockets, snap buttons at the front and a brushed tricot lining.
The women’s Performance Flannel Plaid Shirt, $75, gives a soft hand to a durable nylon and polyester blend that delivers wrinkle resistance, weightless warmth and fast dry time.
The women’s Autumn Pine Zip Cardigan, $90, features an acrylic, wool and nylon blend that gives the look of a heavier sweater without the added weight. This novelty knit is a piece that brings the spirit of the out-doors in a vintage pattern that’s easy to care for.
TRIP DOWN MEMORY LANE
Liz Robbins, Co-founder of Royal Robbins and former head of design, rejoins the heritage brand.
In 1968 world-renowned climbers Royal and Liz Robbins founded Royal Robbins as an importer and distributor of gear and apparel.The iconic photographs of Liz and Royal Robbins atop Half Dome in tattered clothing is part of what inspired them to launch the now globally beloved brand.
In 1967, Liz laid claim as the first female to ascend the Northwest face of Half Dome.
Royal and Liz Robbins
Royal's First Ascent, El Cap
Robbins and Liz at Half Dome Liz Robbins at Trade Show Booth
From left to right: Frost, Robbins, Pratt, Chouinard, El Cap, 1964
Performance Flannel Plaid Shirt
All Season Merino Thermal Full Zip
Foxtail Fleece Shirt Jacket
Women’s Autumn Pine Zip Cardigan
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22 SGBWeekly.com | DECEMBER 21, 2015
TRADE ASSOCIATIONS BUYING GROUPS
Athletic Dealers of America1395 Highland AvenueMelbourne, FL 32935t 321.254.0091athleticdealersofamerica.com
National Shooting Sports FoundationFlintlock Ridge Office Center11 Mile Hill RoadNewtown, CT 06470t 203.426.1320 nssf.org
National Sporting Goods Association1601 Feehanville Drive I Suite 300Mount Prospect, IL 60056t 847.296.6742nsga.org
Nation’s Best Sports4216 Hahn Blvd.Ft. Worth, TX 76117t 817.788.0034nbs.com
Outdoor Industry Association4909 Pearl East Circle I Suite 300Boulder, CO 80301t 303.444.3353outdoorindustry.org
Sports & Fitness Industry Association8505 Fenton Street I Suite 211Silver Spring, MD 20910t 301.495.6321sfia.org
Snow Sports Industries America8377-B Greensboro DriveMcLean, VA 22102t 703.556.9020snowsports.org
Snowsports Merchandising Corp.235 Cadwell DriveSpringfield, MA 01104t 413.739.7331Snowsportsmerchandising.com
Sports, Inc.333 2nd Avenue NorthLewistown, MT 59457t 406.538.3496sportsinc.com
Sports Specialists Ltd.590 Fishers Station Drive I Suite 110Victor, NY 14564t 585.742.1010sportsspecialistsltd.com
Tennis Industry Association1 Corpus Christi Place I Suite 117Hilton Head Island, SC 29928t 843.686.3036tennisindustry.org
Worldwide 8211 South 194thKent, WA 98032t 253.872.8746wdi-wdi.com
DECEMBER1-4 The Running Event Austin, TX1-3 MRA December Lansing Market Lansing, MI2-4 FFANY New York, NY8-9 MRA December Cincinnati Market Cincinnati, OH
JANUARY 20164-6 ASI Orlando Orlando, FL5-7 Archery Trade Association Show Louisville, KY6 Outdoor Retailer Winter Market
Demo Day, Salt Lake City, UT6-9 CES Show Las Vegas, NV7-10 Outdoor Retailer Winter Market
Salt Lake City, UT 11-13 MRA January Novi Market Novi, MI12-15 NBS Winter Show Ft. Worth, TX14-16 Surf Expo Orlando, FL17-20 NRF Retail Big Show New York, NY19-22 SHOT Show Las Vegas, NV22-24 Imprinted Sportswear Long Beach, CA24-26 Sports Licensing & Tailgate Show
Las Vegas, NV27-29 PGA Merchandise Show
Orlando, FL28-31 The SIA Snow Show
Denver, CO
FEBRUARY 1-2 SIA On-Snow Demo Denver, CO1-2 SIA Nordic Demo Denver, CO2-4 FFANY New York, NY2-4 Worldwide Spring Show Reno, NV8-10 EORA SE February Show Greenville, SC16-17 MWSRA New Model Demo Afton Alps-Hastings, MN 17-20 Sports Inc. Outdoor Show Phoenix, AZ18-22 NBS Semi-Annual Market Fort Worth, TX
MARCH8-9 SFIA National Health Through Fitness Day Washington, D.C.17-19 Imprinted Sportswear Show (ISS) Atlantic City, NJ
APRIL1-2 SFIA Litigation & Risk Management Summit New Orleans, LA19-21 Imprinted Sportswear Show (ISS) Nashville, TN
MAY22-25 NSGA Management Conference and Team Hilton Head Island, SC
Photo courtesy Borealis Bikes
DECEMBER 21, 2015 | SGBWeekly.com 23
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