A walk in the woods

By the time we arrived at our campsite, the mouth of the Hoh River in picturesque Olympic National Park, conversation turned towards the future. What was next for us after finishing the hike? 

We took stock of our skills and experience. My father had worked in the apparel industry his entire career. My grandfather had successfully started and grown an outdoor apparel company in the 80's. Why not lean into our heritage and continue the family tradition? We passed the rest of the evening cooking over a campfire and discussing ideas. We had more questions than answers. What would our brand represent? What products would we make? Why should our customers care?

The next day we had decided to start an apparel company. We hadn't answered the questions pondered the night before but we had a vision. We wanted to build a company that celebrated the heritage and craftsmanship of an older generation. A generation when the connection between a customer and a craftsperson was revered. A time when craftspeople built products to last, to get better with use and with age. We wanted to create products that captured that story and embodied that spirit.