Scramble

THE (UN)USUA L GUIDE TO OUTDOOR R ETA ILER W INTER M A R K ET 201 4 . SA LT L A K E CITY

FR EE

2 SCRAMBLE

The (un)usual guide to NORTH

U TA H ’ S G R E AT OUTDOORS ANTELOPE ISLAND STATE PARK

The largest island in the Great Salt Lake, this park offers the most stunning views available of the Wasatch Mountain range. Bonus points for spotting any free-roaming bison, bighorn sheep, deer, pronghorn antelope or birds, that wander around the area.

PARK CITY Walk historic main street and ski at Park City Mountain Resort, Deer Valley and Canyons Resort.

SALT LAKE CITY

DINOSAURLAND, VERNAL The only place in the world where you can view—and even touch—over 1,500 dinosaur bones in their original resting place.

DUGWAY GEODE BEDS, JUAB COUNTY You could jump in Lake Powell like every other tourist, or you could grab a hammer, a shovel and protective eyewear and go geode hunting. Bring plenty of water, fuel, and food as you’ll find nothing but these volcanic rock bubbles in the area.

MIRROR LAKE BYWAY The famous Mirror Lake Highway, one of Utah’s most scenic mountain roads, begins in the town of Kamas, about 15 miles from Park City.

GRAFTON GHOST TOWN This well-preserved ghost town was the location for the famous “Butch Cassidy and the Sundance Kid” bicycle scene. Access is down a four mile dirt road. Since it is rarely visited, it feels even more ghost-like, especially in the old cemetery, where inscriptions tell of harsh conditions experienced by Grafton’s early settlers.

HOLE N’ THE ROCK This 5,000 square foot (kind of insane) 14 room home was carved out of a sandstone cliff. The kitsch creation was sculptor Albert Christensen’s dream and today he and his wife are buried somewhere around the 65 foot fireplace and the exotic zoo.

GOBLIN VALLEY STATE PARK This relatively small and isolated destination boasts caves, climbing walls, natural slides, and awesome scenery. It is known, however for its many rock formations shaped like goblins—hence the name.

ARCHES/CANYONLANDS NATIONAL PARK Arches National Park contains the world’s largest concentration of natural stone arches, while Canyonlands offers some of the most challenging 4x4 roads and whitewater rapids in the world.

MAIN ROADS

RAINBOW BRIDGE AT LAKE POWELL

GRAND STAIRCASE-ESCALANTE NATIONAL MONUMENT The canyons in the Grand Staircase-Escalante National Monument provide some of the most outstanding hiking opportunities on earth. But don’t take our word for it, venture up as high as 11,000 feet, for your own birds-eye-view.

: ThisIsRange thisisrange.com Jeanine Pesce: Editor jeanine@thisisrange.com

At 290 feet tall and 270 feet across, Rainbow Bridge is the largest natural bridge in the world, considered sacred by the Navajo as a symbol to the deities responsible for creating clouds, rainbows and rain— the essence of life in the desert.

Scramble is brought to you by:

: TheUsualMontauk theusualmontauk.com Yasha Wallin: Editorial Director + Emily Anderson: Creative Director info@theusualmontauk.com

3 RANGE X THE USUAL

HELLO Scramble (verb): To make one’s way quickly or awkwardly up a steep gradient or over rough ground by using one’s hands as well as one’s feet.

pg 04 / feature: Outdoor vs. Lifestyle

We chose the word “Scramble” as the title for our new publication both as an homage to the great outdoors, and a nod to how we approached this project: quickly and with fervor. We wanted to create “Scramble” to launch at ORWM to celebrate our love for exploration, adventure and the vibrant industry that revolves around it. Likely if you’re reading this, you share our enthusiasm. And likely if you’re reading this you’re also at ORWM navigating the many booths, events, activities and happy hours at and around the show. So while your brain goes into overdrive, we hope the following pages offer a playful respite from the chaos as we dig deeper into what it means to live an active lifestyle with the outdoors in mind. And hopefully by the time you flip through this first issue we’ll be scrambling a little bit less ourselves, but instead, enjoying one of those happy hours.

pg 07 / field notes: Trends etc

pg 06 / OR Archetypes

pg 12 / Wilderness 101

LAUNCH PARTY JOIN US FOR THE LAUNCH OF SCRAMBLE

Shilo Inn Bar

pg 08 / photo essay: On the Road in Utah

206 SW Temple, SLC Wednesday 22 January, 6—9pm Good friends, beer, music and free issues of Scramble pg 10 / feature: Baaack to Basics

pg 14 / Product Matrix

Party supported by:

4 SCRAMBLE

Feature Essay

OUTDOOR VS. LIFESTYLE IF YOU USE ANY TYPE OF SOCIAL MEDIA, then you have probably noticed the influx of outdoor-related content from non-endemic brands, fans and photographers. This movement, comprised of modern outdoor enthusiasts in cities like NY and LA, gained momentum in response to the dilution of the “heritage” trend that became de rigueur at the height of the 2008-2011 menswear boom. Early adopters of this style, especially those hailing from the streetwear market, shifted their focus from the archives towards the trail. Technical fabrics started to appear on the runway and all of a sudden there was an REI in Soho. Conversations at galleries and parties shifted from collecting selvage denim to curating camping kits.

Outfitters on an “Original Universal” sandal in trendy colors and prints, while Alite teamed up with Free People on a playful tent for festival season. Woolrich, an outdoor brand steeped in tradition has taken into account this new wave of consumers, tapping Danner, Topo Designs and West America for collaborations and social media content. All these lines, which were at one time so defined, have started to blur, and it feels really fresh and relevant.

“We are in a unique position with our customer base right now. It currently consists of our original core that fell in love with the brand in its inception in the ‘80s (ages 45—60), as well as the new Naturalist movement consumer (ages 25—35). We love and are inspired by this new consumer.

The outdoor industry, whether it wants to or not, is evolving. Their compassion and commitment to the environment, adventure seeking, and self expression through the clothing It is becoming more of a destination for those interested resonate,” explains to Susan Foster, Head Designer of in a four-season lifestyle, as opposed to a “members only” Menswear at Gramicci. club that only a handful of participants are privy to. The beauty of this movement, which includes not only the core So, why now? Why is outdoor trending? Part of it can be outdoorsman but also the novice camper, is that more credited to a reaction to how digitally dependent our lives people are getting outside, where they belong. The “trend” have become (sitting on the Internet all day at work); part of has transcended a “look” – which was the main problem it has to do with the fact that we are craving real life interwith “heritage” – to an actual way of life. More young peoactions with nature and each other. “In a lot of ways the first ple, especially in urban areas, are escaping the hustle and major ‘outdoor boom’ happened during the whole ‘50s beat bustle of the city—camping and experiencing the beauty and ‘60s hippie generation of back-to-nature. I think it was a of nature. These are the consumers that are looking for reaction of feeling like you’re over-kept, over-industrialized, style-focused, design-driven products. over-developed. There was a need to reconnect with our “To assume someone leaves the passion that they have for animal self, in some ways,” says Galbraith. “To me, it is this skiing or climbing behind the minute they’re not doing that sense of freedom and possibility and friendships—camaraderie, and an interaction with the natural world that’s so sport is ridiculous,” says Mark Galbraith, General Manager authentic and sort of raw and visceral. I think those things of sustainable apparel line Nau. “‘Style’ is how you decide to express yourself, and ‘life’ is everything that we’re about. We are perennial.” continue to use ‘lifestyle’ in the way we interpret it, which Another important factor to take into account is the role— has a lot of meanings. How you feel about culture, and art, for better or worse, depending on whom you ask—that soand music, and food, and how you dress, and what’s hapcial media has played in the democratization of the industry. pening in the broader picture. It is a much more integrated, When Poler launched its Tumblr around 2011, it changed holistic perspective in which we see a brand, and product everything. It was the first time that mood shots and photo develop. I think we set out to be less literal.” essays featuring cool, relatable In the last year alone, we have seen some amazing new people were marketed through companies emerge, and more established “authentic” an outdoor lens. Their hashtag brands revisit their product, marketing strategies and #campvibes became the calling overall aesthetic with this younger, design-savvy audience card for a community comprised in mind. For example, Teva collaborated with Urban of atypical outdoorsmen. “It’s for

Borup turns back Mac Millan & Goodsell turn back

Bartlett turns back Marvin turns back

Members of the team that were forced to turn back

PEARY 1909

5

Our Top Event Picks

Tues, Jan 21, 2014 All Mountain Demo Solitude Mountain Resort 9:00 AM to 4:00 PM

RANGE X THE USUAL

96 HOURS AT ORWM

GORE-TEX® Wasatch Ski Mountaineering Race Solitude Mountain Resort 2:00 PM to 3:00 PM Image: Danner x Woolrich Old Growth Collection

people that wonder why everyone is pretending they are going to do first ascents on alpine peaks instead of celebrating the fact that they are having adventures that are awesome in their own way.” According to Benji Wagner, Creative Director/Co-Founder of Poler. It is about accessibility above all and connecting in a very real, approachable way.

Instagram has also emerged as a key component in this equation. Influencers can showcase what they are into, whether it be camping in remote locations or riding motorcycles down the PCH, and get instant confirma-

adventure and their drive to be more environmentally conscience in their everyday life.”

Galbraith also has high hopes, “In general they’re starting to be accepting. By itself, like any trend, when outdoor first started, it was very countercultural, outdoor hippie, on the fringes of mainstream. As it’s become mainstream, the next adopters always present some of the same challenges.

It’s an industry that’s been pretty conservative. Many small shops are owned by those who cut their teeth climbing and backpacking in the ‘60s and ‘70s—they haven’t dramatically

“#healthie is the new #selfie” tion if their peers “approve” of their lifestyle. “Their whole life is on the Internet. They want to look good no matter what activity they are doing so they can put it on Instagram. The new generation is very into self-expression and through the content of their social media they want their Naturalism to come across,” adds Foster. Now, #healthie is the new #selfie.

But how whole-heartedly is the industry ready to embrace the next generation of modern outdoor enthusiast? Foster says, “I think the outdoor community is very accepting—not to mention pursuing—this new generation. They notice their passion for

changed their mentality.”

At the end of the day, it all comes down to respect. The outdoor industry was built on the backs of ultimate purists. They didn’t need fancy gear or technical materials to tell them when it was time to climb or camp. The old school wants the new school to take the long route, just like they did. If we all agree that nature is a precious gift to be shared by everyone—whether they have earned their outdoor stripes or not—there is a good chance the industry will maintain its positive growth patterns, long after the trendsetters move on.

Wed, Jan 22, 2014 - Day 1 Project OR: The Master’s Competition Begins MR 155 10:00 AM to 10:45 AM Understanding the Camping Consumer Marriott, Salon F 1:00 PM to 2:00 PM Made in the USA Marriott, Salon D 2:30 PM to 4:00 PM Design Center & Project OR Kickoff Party MR 155 3:30 PM to 4:30 PM Scramble Launch Party Shilo Inn Bar 6:00 PM to 9:00 PM

Thurs, Jan 23, 2014 - Day 2 Trend Insight: Perspective and Analysis on Consumer Trends in Outdoor Purchases Marriott, Salon D 7:15 AM to 9:00 AM Promostyl - Sport and Street: Fall/Winter 2015 Marriott, Salon A 9:00 AM to 10:00 AM Advocating for America’s Parks: “Take it Outside” From Backyard to Backcountry Marriott, Salon A 3:00 PM to 4:00 PM Product Underground Speaker Series SLC Photo Collective, 561 West 200 South 6:00 PM to 10:00 PM

Fri, Jan 24, 2014 - Day 3 Project OR: The Master’s Competition Finishes MR 155 12:00 PM to 4:00 PM

6 SCRAMBLE

Outdoor Retailer

ARCHETYPES

THE PUR IST

T H E FA S H IO N I S TA

Prefers their gear no-frills with an old-school approach to apparel and materials. Will take wool over fancy synthetics any day of the week, usually escorting a guide dog and talking about the good old days of climbing.

Walks around the show with their jaw dropped, tweeting about the appalling amount of cargo khakis, plaid flannel shirts and barefoot running shoes they have spotted.

T HE SE A SONED OR’ER Knows how to navigate the show with their eyes closed, has a custom badge holder and is always first in line for waffles. Knows where/when the best happy hour party is and really only comes to the show for the All Mountain Demo.

AC T ION SPORTS BRO Shaka-throwing, POW-seeking, crossover adventurist hailing from SoCal. Stoked to use his badge for discounted lift tickets at Brighton.

Scott Wilson & Bower Died Oates Died

Incredibly bummed about “ foot traffic” in the new exhibitor pavilion and wondering why they can’t get a spot closer to the main floor. Furious that they could only get a room at the airport.

THE GE A R HE A D

THE HIPSTER

On to the next trend before it even hits the floor, likes their gear light and fast, always sporting the new new and has the latest app to prove it.

Hailing from LA, NYC or Portland, the OR hipster can be spotted from a mile away because they are usually dressed in something “from the archives” and look like they walked out of a camping guidebook from the ‘70s.

T HE N E W BIE

THE GR EENIE

Still figuring out how to get from the paddle tank to the climbing zone, always asking for free samples whether is it be sunblock or socks and super curious about exploring Tent City after dinner.

Only wears eco-friendly fabrics and accessories made from recycled tires. You will find them in the yoga room with a refillable water bottle trying to rationalize the damage done by the supply chain.

AMUNDSEN 12/14/1912

SCOTT 1/17/1912

THE NEW E X HIBI TOR

Evans Died

7

ORWM TRENDS When you are walking the show this season, keep an eye out for these emerging trends: 1 / ITEMS: Hybrid hoodies with stretch panels, insulated down shirts, retro fleeces, pullover anoraks, ultralight puffers, vintage climbing pants, wool overshirts, colorful baselayers.

2 / THEMES: Made in the USA, action outdoors, minimalism, urban mobility, global nomads, Pop art heritage (think brightly colored classics), military-meets-moto.

3 / COLORS: Jewel tones and artificial pastels will continue to trend, especially when used in unexpected ways. Subtle metallics offer an alternative to basic neutrals. Hunter green is the new black. Cobalt, khaki, indigo, slate grey, mustard, cinnamon and eggplant are key colors.

RANGE X THE USUAL

FIELD

NOTES Meet Kachina Perra from Snowbird

4 / PRINTS: Micro repeated patterns, ombre and tie-dye, folk-inspired motifs, photorealistic prints, wallpaper florals, organic camo, marbleized effects, bandana patterns, blanket stripes.

5 / DESIGN DETAILS: Contrast pops of color, fur accents, material and quilt blocking, handstiched appliqués, shearling linings.

6 / MATERIALS: Marled, slubby knits.

Corduroy, canvas and 60/40 blends are still relevant. Wool and synthetic blends are essential. Natural, veg-tanned leather and suede segue from ready-to-wear.

DOGS OF THE OR SHOW

Whether trained for search and rescue or simply a lifelong companion, the dogs of OR are the real celebrities of the show. You can find them tracking, trailing and airscenting* all the latest goods and gear on the floor. Every once in a while, they can even be convinced to pose for a picture.

ASK AN INSIDER : FABRICLINK’S K ATHY SWANTKO Close-knit communities like those found at Outdoor Retailer take years to construct. For almost two decades, Kathy Swantko has been carefully weaving complex relationships between the supply chain and the manufacturers, bridging the gap between the factory and the main floor. She not only plays a key role in the ever-expanding Design Center, but also helps to source the talent, including the competitors and judges for Project OR. How have you seen OR evolve over the years? It gets bigger and crazier every season. It seems that the outdoor market has always been resilient when it comes to downturns in the economy, so it hasn’t been affected much. It has been really appealing to entrepreneurs that hadn’t thought about [the outdoor market] in the past as a financially attractive industry to be a part of. Now they’re adding the pavilions at the summer show. I don’t know where they are going to go, they are just bursting at the seams. It is amazing to see it grow so fast.

You’re involved with Project OR, what can we look forward to this year? This season there is going to be a “Masters Championship.” They are bringing back 10 winners or winners of the People’s Choice Award to compete. 10 students will work in teams of two and are given their design challenge the morning of the first day. Many of them are employed at major outdoor companies now so it should be a lot of fun and bring a new level of excitement to the show.

Matiesse and Marley from Graham Bell Gallery

Any tips on how to survive OR? Pre-plan who you want to see before the show starts. Mark your map, highlight the key people you want to meet with and just start walking. Wear comfortable shoes and don’t be afraid to walk up to someone you don’t know, everyone is very friendly. *Air-scent: to pick up a scent carried in air currents and seek out its origin

8 SCRAMBLE

Photo Essay

ON THE ROAD I N U TA H

9 RANGE X THE USUAL

“The road trip was just under two weeks. We started in Denver, went west through Utah (exploring Arches, Capitol Reef, Rte. 12). We drove through Nevada’s Great Basin, and took Rte. 50 into Northern California’s Lake Tahoe and the Sierra Nevadas, down through Death Valley, then back up through Arizona to see the Grand Canyon, Canyon de Chelly and the Four Corners. This series was shot on 35mm film.”

- Brian Merriam

10

Sustainable Wool:

SCRAMBLE

BACK TO BAAASICS Wool is a multi-billion dollar a year industry.

It is also one of nature’s most limitless, renewable materials, utilized for over 10,000 years because of its superior quality and warmth. However, the use of wool faced a setback after decades of battling very real, very destructive, public-facing problems including the mistreatment of animals, specifically in regard to shearing and mulesing, as well as the environmental impact sheep farming may cause. The raising and breeding of sheep can potentially exhaust grasslands and water supplies (in New Zealand, it is estimated that 90% of the nation’s greenhouse gas emissions are from sheep). These are all very daunting facts when considering incorporating this seemingly innocent fiber into your wardrobe, and just like the organic food industry, consumers want to know where these products are coming from and how these animals are being treated. The good news is that there are several brands out there trying to rectify the process with renewed approaches to responsible manufacturing and handling of animals, ushering in a new era of sustainable wool.

In 2013, retailer Patagonia addressed the environmental issue by launching an ambitious program in their namesake region, working with Argentine ranchers

Photos: Jordan Brannock, courtesy of Farm to Feet

Camp IX

Camp VIII

Camp VII Camp VI

Camp V

and The Nature Conservancy to build a sheep-grazing business that aims to not only protect but regenerate 15 million acres of Patagonian grasslands. Closer to home, Farm to Feet is focusing on 100% American Merino wool, sourcing from US ranches, employing US workers and using American manufacturers. Their Merino comes from American Sheep Industry ranchers like Roberts Ranch, who are part of a growing resurgence of American wool producers taking great pride in the treatment of their animals and processing of their wool.

Brands like Ice Breaker are leading the transparent manufacturing movement. Their “Baacode” program lets you trace the Merino wool in your garment right back to the source (you can see the living conditions of the sheep, meet the growers who raised them and follow the production process through to the finished garment).

They continue to raise the bar by fusing nature and technology with their bluesign®accredited nanotechnology for water

So while the industry continues to evolve by reintroducing practices that were likely used centuries ago, these brands, manufacturers and farmers doing good will ensure that the textiles’ legacy lives on in a positive light. As additional companies follow suit, that means more happy consumers and animals and a more sustainable industry, overall.

W H Y WO O L : •

Built-in climate control. Wool is a natural insulator that keeps you warm in winter, cool in summer

•

Naturally absorbent—wool is the original wicking fiber

•

Naturally resistant to mildew and mold

•

Fire retardant

•

Naturally non-allergenic

•

Water repellent

•

Durable

•

Wrinkle resistant

T R E N D S TO LO O K F O R : 1. Fashion-forward approaches to wool including color and silhouette updates 2. Wool blended with synthetic and natural fibers to enhance the fabric’s hand and performance 3. Water-resistant wool 4. Wool as an insulation alternative

RANGE X THE USUAL

From a fashion standpoint, brands like Arc’teryx Veilance, Outlier and Nike are approaching wool from a design-driven outlook, manipulating this material into blazers, shawl collar sport coats and hybrid hoodies.

Even high-end fashion retailers are getting involved: Alexander Wang and The Woolmark Company are collaborating on a two-season partnership to promote Merino as a fabric of choice for the younger generation.

11

repellence. Icebreaker’s 2014 Fall/Winter collection debuts technical and lifestyle jackets made from MerinoLOFT, with 10% of the loft salvaged from the factory floor. Rob Achten, Icebreaker Creative Director and VP of Product says the New Zealandbased company explains, “Merino is a precious natural fiber, so we want to use as much of it as possible.”

Both Ibex and Smartwool are adopting wool as a jacket insulator for some key pieces, giving the fiber yet another opportunity to shine as a sustainable alternative to synthetic and goose-down fills.

12

An (un)usual guide to camping

SCRAMBLE

WILDERNESS 101

The sun sets threeand-a-half times faster than normal when you’re trying to set up camp

When lightning strikes, it strikes a man 82% of the time

62% of campers ages 16 and over are married or living with a domestic partner

Camping participants averaged 13.6 DAYS camping each year

You can tell the temperature by listening to a cricket chirping. Count the number of chirps in 14 seconds and add 40 for the temperature in Fahrenheit

NO TRACE: This is one of the fundamental concepts of camping; there should be no trace when you leave your campsite in order to preserve the local environment

NO-SEE-EMS Camping slang for small bugs. Many tents use “no-see-em” mesh, which is designed to keep these bugs out of a sleeping area

Black bears can run at speeds of up to 35 mph.

They also have an incredible sense of smell, so take appropriate precautions when camping in bear territory

65% of campers say that

a sleeping bag is the most essential camping equipment to take on an outing, and tents come in second at 62%

HIKING is the most popular activity to participate in while camping

38 MILLION Americans participated in camping last year.

That equates to 13% of Americans over age six

3 MILLION p eople camp at parks run by the National Park Service every year according to the Outdoor Industry Association

82% of campers drove to their camping destination last year. Only 17% journeyed into the backcountry and 1% camped in a backyard

ILLUSTRATION: STEFAN KNECHT

13

GUIDE TO SALT L AKE CIT Y WITH JIMMY “THE LOCAL” Part of the fun of Outdoor Retailer is actually leaving the show. And who better than to tell us where to go when we do escape, than a local? Here, Backcountry.com’s customer service guru Jimmy McMenamin lets us in on his secret Salt Lake City spots.

Where do you live? Sugarhouse, a great neighborhood with tons of restaurants.

Where do you hang out? The Annex is a local brewery with a great beer selection and good vibe. Lucky13 has great burgers, the best in the city—I don’t care what anyone else says.

Favorite restaurants? Copper Onion: My wife likes this one / Brugues Waffles & Frites: You have to try the “Machine Gun Sandwich” at this Belgian sandwich shop / Blue Iguana and Red Iguana: The best Mexican spots for sure / Maxwell’s: Good for a big group.

Local brewery or pubs? Squatters: Downtown (Crazy during OR) / Epic Brewing Co.: Sugarhouse / High West Distillery: Park City / Maxwell’s: On Main Street.

Watch the game? Dick N’ Dixie’s: A huge soccer bar / Fiddler’s Elbow: If there is a game that you want to catch, they will be playing it. We go here for Utah football games especially / The Green Pig: The owners of Port O’Call opened this up after it got torn down.

Favorite Dive Bar? It has to be Cheers to You. Type of food that is specific to SLC? (French) Fry Sauce: There are always a menagerie of sauces that come with a burger.

Best mountain for powder days?

Brighton for sure. Snowbird is awesome, but it is kind of trendy and gets tracked out pretty quickly, plus it is a little more expensive. Snowbird does have better terrain though.

Best hiking? Milk Creek Canyon is the only park you can bring pets to. It’s also great for trail running.

Go for a run? Sugar House Park and Liberty Park.

What do you love about SLC? Because of the Olympics, we have awesome brand-new venues and sick world-class training facilities.

I also love the outdoors, and the fact that I can get in a car and be up in Brighton in 35-40 minutes is amazing—I don’t have to “go somewhere” for the weekend. I can go and rip POW all morning on a Saturday, and then just come home. It’s perfect.

What gets under your skin about SLC? Everything is closed on Sunday, it really blows.

Great tip for SLC? Sundays, all the resorts are empty, the flip side of what bothers me about SLC. Do you have any tips on how to survive OR? Don’t be afraid to venture outside of downtown, the UTA just opened a brand-new streetcar to take you to Sugarhouse called the S Line.

What are the benefits of being a local during OR? You know how to avoid the crowd.

Things not to do in SLC, like tourist traps or places to avoid? Squatters during OR. Product or gear you can’t live without? A good powder board; Jones Mountain Twin 159 rips in deep snow.

Best part of OR? Catching up with friends and colleagues that I wouldn’t normally get to see.

ASK AN INSIDER : PATAGONIA’S JOSH NIELSEN In charge of Global Marketing for Patagonia’s snow division, Josh Nielsen’s job is enviable. He works with the most interesting ski and snowboard athletes around, helps innovate the best technical snow equipment on the market, and travels to stellar powder destinations like Chamonix—where we caught up with the industry veteran, fresh off the mountain.

RANGE X THE USUAL

FIELD NOTES

How did you get involved in the industry? I’ve been an avid skier for most of my life. I graduated with a communications degree from the University of Montana and started an unpaid internship at Teton Gravity Research. I worked my way up to director of production, traveling around the world shooting ski and snowboard films, doing TV and commercial work, working super closely with some of the best athletes. It was great to come to Patagonia—especially with their focus on snowsports—and bring that skillset to help reenergize and rebuild that program.

At Patagonia, you work directly with the athletes. What do you look for in an ambassador? We’re not just a sports marketing company, we’re a company that has real values and stands for something. With our ambassadors we’re looking for people that are well-rounded, great individuals. We’re not about athlete “hero-worship” and don’t weigh our relationship with ambassadors on what movies they’ve been in or results at competitions. We just want them to be well respected in the community and be amazing grassroots activists for us. That also usually includes an environmental aspect. Their primary responsibility is working closely with the designers and product team to develop the best possible product on the market. So our ambassadors are out in front of cameras wearing crazy garments with crazy colors and stitch-lines, not intended for people to see—they’re prototypes. We don’t really care what our athletes get photographed in, we just want them beating the crap out of our products.

What environmental causes are you interested in? Being in Chamonix I’m very concerned with climate change. In the Vallée Blanche you walk up the stairs and see markers with different years where the glacier once was. It’s really scary. This last week its probably 55 degrees in the mountains. People here are saying they’ve never seen anything like it. It’s a sport we’re passionate about, but we also feel it from a business stand point selling products, whether it be hard goods or jackets and pants—its all tied to the weather. Obviously, our top priority isn’t making money, but its scary for these communities if winter gets a couple months shorter or the snow line goes up a couple more feet, or glaciers recede.

Since you’ve been in the snow industry for so long, how have you seen it evolve? From a film and video standpoint, the way information is moving around is radically different. It used to be that Warren Miller was making a film every year and there would be this anticipation of “what happened last year?” Now people are getting real time footage around the world all the time. So athletes have been able to take control of their own brand. If they have something unique to share they can do that through the Internet. Its elevated a lot of unique athletes that wouldn’t have had the chance to be seen or heard. And it pushes creativity.

Best powder day you can remember? The most magical place you can be riding powder is Japan. It’s that mixture of culture, snow and the consistency of the deep powder skiing you get there that’s absolutely phenomenal.

Find out more about Patagonia Snow by picking up a free copy of The Drift, a collectible publication celebrating all things snow, at OR booth #13027.

14 SCRAMBLE

P R O D U C T M AT R I X Our mini buying guide comprised of new gear, gadgets and apparel found at ORWM. Inspired by current market themes, each product can be traced back to a big picture trend.

R E

IT

D

IG A

O

D

N

G

L

M

E

O

R

L

T

A

R

N

O

A 1. Brunton “Revolt” - A high-yield lithium power pack that is sink-proof, smash-proof and fully waterproof. Has a shock absorbing Adventure Armor™ polyurethane outer shell and Aqualoq™ water tight door to protect USB connections.

made with GORE-TEX® Pro fabric for the highest level of durably waterproof/breathable and windproof protection. Now also available for women.

2. Kleen Kanteen “Single-Wall Canisters” - Minimal, design-driven, odor-free, BPA-free, eco-friendly, and food-grade stainless steel. The ideal alternative to plastic/paper containers.

10. Goal Zero “Rock Out2 Solar Speaker” - One of the most rugged, long-lasting Bluetooth® solar speakers on the market, Rock Out2 Solar runs for 20 hours on a single charge ensuring continued sound from any phone, tablet or music device.

3. Danner “Crater Rim Canvas” - Made in the USA, the Crater Rim is the perfect balance of form and function with a canvas upper, 360-degree Vibram rubber rand and Bifida outsole for superior traction in rugged environments.

11. Forsake “Hiker Boot” - Somewhere between a hiking boot and a skate sneaker, Forsake has taken classic sneaker elements like a high-top silhouette and added in a few boot-inspired features such as a die-cut EVA midsole for the ideal, all-weather shoe.

4. Nau “Transporter Jacket” - Using a 80/20 recycled wool and nylon blend, the Transporter Jacket, inspired by the classic M-65 silhouette, is updated with a DWR finish, button-up collar and center back hem vent.

12. Sea to Summit “Spark Sleeping Bag” - This minimalist package boasts 850+ loft goose down, treated with moisture repelling Ultra-Dry Down, a micro-weight 10D shell and 15D lining.

5. Timbuk2 “Dashboard Messenger” – A low-profile messenger fit with a removable laptop sleeve designed to carry your gadgets.

6. Farm to Feet “Bend Sock” - Made from 100% American-made and sourced Merino, this new take on the traditional hiking sock comes in vibrant colors and space dyed stripe patterns. A portion of sales go towards the Conservation Alliance.

7. Icebreaker’s “Helix Hood” - Tapered construction for a slim look, this insulated jacket features MerinoLOFT, Ice Breakers’s new lightweight insulation created from premium, ethically-sourced wool fibers and recycled poly.

8. Moving Comfort “FineForm” - This fashion-forward multi-strap sportsbra converts from scoop to racerback with a bonded neckline and DriLayer® Adapt straps for a personalized fit.

9. Patagonia “PowSlayer” Jacket - The most uncompromising, high-performance riding jacket available

13. Biolite “BaseCamp Stove” - Electricity is generated using BioLite’s patented technology with a side feed entry for easy refueling. An enhanced power output creates 5 watts for charging devices.

14. Fjällräven “Keb Loft Jacket” - Filled with Fjällräven’s new G-LOFT Supreme insulation and reinforced with waxed G-1000® Lite panels, this jacket is wind and water resistant, also maintaining warmth when wet.

18. JayBird “Reign” - This wireless activity tracker goes beyond step, calorie and movement counting— from sport to sleep—providing actionable feedback with a waterproof wristband.

19. Sierra Designs “Apline Pullover” - Sierra Designs is recreating their iconic 60/40 line with the same designs and materials used in 1968. Just like its predecessor, the new Alpine Pullover is 100% made in the USA. 20. Poler “Roamer’s Pack” - A retro, mini backpack for the ladies that can be worn on the trail or to the office. 1000D Campdura body fabric, lined with 420D nylon, complete with the official “cyclops” logo.

15

I have been going to ORWM for 10 years as an exhibitor, a presenter, an editor and an industry insider. From the moment I walked into the main entrance of the Salt Palace I felt like I was home.

I have created lasting friendships with colleagues over beers and burritos, watched small brands become big brands and big brands look to the small brands for inspiration. I have cried, laughed and danced to P-Funk in Birkenstocks. Most importantly, I have learned what it means to be part of a passionate community that values transparency and authenticity above all. When I approached the creative geniuses (their words of course) behind The Usual to team up on this issue, it was a natural collaboration: three women, in love the outdoors, looking to make something beautiful and dynamic for an industry that endlessly inspires us. We hope you enjoyed this first issue. See you on the floor!

RANGE X THE USUAL

EDITOR’S LETTER

- Jeanine Pesce, Editor, “Scramble”

ABOUT

Founded by trend expert Jeanine Pesce, RANGE is an agency dedicated to active, outdoor and lifestyle markets.

It is comprised of one part curated and original content and one part consulting services.

With a background in fashion and trend forecasting, Jeanine has seamlessly merged a love of writing and sports with an extensive knowledge of design and production, thus establishing a distinctive voice within the industry. In addition to styling, event production, marketing and brand strategy, the goal at RANGE is to provide daily inspiration for the creative community at large, as well as direction for the coming seasons. Pesce continues to plays a vital role within the active community, working directly with designers, brands and retailers that seek her expertise. : ThisIsRange jeanine@thisisrange.com thisisrange.com

CREDITS

The Usual is a creative team specializing in smart, irreverent branded content.

We are storytellers, global connectors and enthusiasts, working across a variety of platforms. Founded in 2011

by Emily Anderson and Yasha Wallin, The Usual started as a “love letter to Montauk”—a collectible newsprint publication focusing on the small New York surf town we call home. With a penchant for the outdoors, The Usual began a natural collaboration with Patagonia to tell the story of the retailer’s ethos and highlight their ambassadors through our distinct lens. We’re excited to announce our latest publication for Patagonia, The Drift, a celebration of all things snow, is available for free at booth 13027.

: TheUsualMontauk info@theusualmontauk.com theusualmontauk.com

Brian Merriam is a photographer based in Brooklyn, NY. His work seeks to document the forgotten corners, empty roads, and nowhere places of America and beyond. theghostofbrianmerriam.com Publisher: Range x The Usual Editors: Jeanine Pesce, Yasha Wallin Creative Director: Emily Anderson Infographic Designer: Stefan Knecht Contributors / Photographers: Jim Mangan, Brian Merriam, Tiah Rubin Special Thanks: Vickie Achee, Stefan Knecht, Nick Estrada, Michael Collin, Cooper Gill, Abraham Wallin, Olii Deichmann Copy Editor: Carolina Gonzalez PRINTED LOCALLY IN NYC

Back Cover: Coldsmoke Winter ‘14 look book image shot by Jim Mangan. “It was shot in Big Cottonwood Canyon in Utah.

[Jim] grabbed some of his local homies from Utah to model the gear and so it looked really natural, which is exactly what we wanted,” explains Coldsmoke’s Nick Estrada. Of the concept Mangan says, “It’s about showing friends in their natural elements in a location that all of us have a strong connection to.” coldsmokeco.com jimmangan.com

Front Cover: Aaron Durand, Big Four Mountain Ice Caves, WA, October 2013 everydaydude.com - Many thanks Aaron!

The entire contents of Scramble are © copyrighted and may not be reproduced, either in whole or in part, without written permission from Range x The Usual.

Parting Shot: Jim Mangan

A DIVERSE LANDSCAPE YOU’RE A UTAH RESIDENT. WHAT DO YOU LOVE ABOUT THE AREA? There’s so much to love. If you look at the state as whole the diversity in landscape is really unmatched anywhere considering how drastically it changes within its boundaries. I love this the most.

HOW DID YOU GET INTO PHOTOGRAPHY? My dad has always been passionate about photography and he gave me his first Sears SLR (Made by Nikon) from the 1960’s years back. I didn’t pick it up until a few years ago, but once I decided to, I was hooked. He definitely helped plant the seed. I’ve always worked and played in creative ways, and my mom’s an artist. I have a film background and shot two snowboarding films between 2006 and 2008.

I left the snowboarding world and decided to immerse myself in shooting stills, only with film. I had some conceptual projects in mind and mustered up the courage to execute them. My first project was Winter’s Children, which is both a still photography and short film project.