In 2005, Mystery Ranch received a box of worn-out backpacks from a group of United States Forest Service (USFS) wildland firefighters in Southern California, otherwise known as “hotshots.” The box came with a challenge. “Here’s what we are currently using in the field. Can you do better?”

Hotshot crews are the first line of defense against wildfires threatening lives and property. In the fire 2022 season, more than 750,00 acres of forest burned. Working dawn till long after dark, hotshots rely on a critical set of equipment, including their backpacks.

With proven experience building backpacks for enthusiast and military markets, Mystery Ranch’s team set to work and designed prototypes, then sent them out to fire crews for real-world field testing.

“There weren’t ,” recalled Marcus Cornwell, fire management officer in New Mexico.“I have scars on my hips from the old packs, and that’s how bad they were.”

Before Mystery Ranch’s involvement in the wildland fire market, firefighters used military style backpacks that lacked durability and had very limited ability to customize for their specific gear hauling needs.

The Bozeman, Montana, company launched its first wildland fire-specific backpack, The Hotshot, in 2007 (retail prices start at $319). Since then, the line has expanded to include seven packs specifically designed for hand crews, fire engine crews, helicopter teams, and medical personnel, plus women-specific models. By 2010,115 hotshot crew members were equipped with Mystery Ranch packs.

Luke Mayfield is the brand’s fire program manager. His prior experience included 18 seasons working with the United States Forest Service, and twelve of those years were spent with hotshot crews.

Since the Hotshot’s launch, sales have grown at least 20 percent year over year. That growth increased to 30 percent in 2021-2022. The Hotshot and Engine models sell over 6,000 units, respectively each year. “It’s safe to say that we have 80 percent of the hotshot market,” Mayfield said.

“Mystery Ranch listened to our feedback, then gave us gear that was designed for people specifically in our line of work,” said Ben Strahan, a hotshot superintendent in region five, which covers national forest land in the North Cascades, the Sierra Nevada, and more. “They’re paying attention to what this niche consumer wants.”

Mayfield’s emotional and professional commitment to his former hotshot colleagues burns as hot as a wildfire. “I firmly believe that we provide and build the best load-bearing packs in the world for wildland firefighters,” he said. “I want to do everything I can to see all firefighters have the best gear possible to keep them as comfortable as possible in uncomfortable situations.”

“Everybody on the hotshot crew is asked to carry extra weight like a hose or medical equipment,” said Jeremiah Jacks, hotshot squad leader in the Pacific Northwest. “The Hotshot has a beefed up suspension system to handle heavy loads up to 50Ìę to 60 pounds, plus so many different buckles and attachment points so we can attach any type of gear.

Season by season, Mayfield keeps in touch with a network of current and former hotshot crew members, prodding them for their insights and suggestions to fine-tune pack designs. One complaint he heard frequently was frustration with the positioning of the fire shelter pouch, which the USFS requires all wildland firefighters to carry. The 5-pound fire shelters, constructed of fiberglass and aluminum, serve as a “last resort ” method to escape a life-threatening fire situation.

Typically, fire shelters are stored in a pouch at the bottom of the pack for easy access. Firefighters complained of bruised and chafed legs from the pouches bouncing around as they worked a fire line.

So Mystery Ranch changed the design and moved the pouch away from the body. “The new design is now completely off your butt housed in a rugged, secure box,” said Jacks. “This was a much-needed change, and they took time to give us the fix we needed.”

Product design isn’t the only way Mystery Ranch supports hotshot crews. Strahan points out that loyalty for Mystery Ranch packs is fueled by more than just good gear. “They’re helping and supporting the [wildland firefighter] community, and that speaks volumes about who they are. They’re not just selling stuff; they are also an active member of the community.”The company’s Backbone Scholarship Program has awarded more than $12,000 for professional development, and ten percent of proceeds from selling special edition packs fund the scholarships. The company is also heavily involved in wildland fire policy issues. Mystery Ranch supports Mayfield’s work as vice president of the Grassroots Wildland Firefighters, a nonprofit advocacy group focused on improving working conditions for wildland firefighters.

“My number one priority is doing everything I can to provide packs that keep hotshots as comfortable as possible in uncomfortable situations,” says Mayfield.

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Mystery Ranch builds backpacks for the most extreme users. Every pack is “built for the mission,” as the company says, but how a Mystery Ranch pack comes to life is often a soulful and organic process. There is no greater example of that journey than the making of the new —a unique and multifaceted urban work-life-gym bag conceived and built by Mystery Ranch employee Mark Genito for his own use. What started as an “off-the-clock” pack project has become one of the most exciting products for the Fall 2022 season.Ìę

To understand the making of the Superset 30, we start with the unique culture and manufacturing capabilities at the Mystery Ranch headquarters in Bozeman, Montana. The HQ’s “open forum” ethos sparks new design ideas, and it’s not unprecedented for a personal project like Mark’s to make it from prototype to mass production. All materials, machines, and patterns are available to all employees, and everyone is encouraged to be creative and express themselves as individuals. Every employee learns to sew on the production floor, instilling appreciation for the quality and craftsmanship of Mystery Ranch packs across the team.Ìę

Genito, an avid climber who worked as a product developer when he designed the pack, stayed after hours to design and build a gym bag that he could drop at the base of the route in the climbing gym, splay wide open, and belay right out of. He also wanted optimal organization and a bag that was easy to wear on bike commutes to the office. The silhouette mirrors a climbing haul bag with both top-loading and full duffel-style access to the main compartment. It features a bonus compartment for a change of clothes, shoes, or for stashing post-gym funk. The carrying capacity is enhanced with stretch-woven bottle pockets, internal panel organization, and an external shock cord for a rain jacket or yoga mat. The bag, , has also been fine-tuned with brand ambassador feedback from Becky Switzer, a professional climber.

“I climb at the gym several nights a week,” said Genito. “The winters are long in Bozeman, and I wanted a fitness bag that really fit my lifestyle. I built three prototypes before I showed it to anyone, but the design team loved it and moved it into the formal development process.”Ìę

Genito exemplifies just how seriously Mystery Ranch invests in its people from the inside. Genito has worked at the brand since 2008 and has worn many hats—production sewer, fabric cutter, foam stuffer, quality inspector, product developer, designer, and now creative coordinator focusing on photo and video content.

“The Superset 30 is a full-circle project for me,” said Genito. “It’s the first product I ever designed and the first video I directed on the marketing side. This kind of organic creativity could only happen here at the Ranch. How cool is that?”

Founded in 2000, is committed to making the best load-bearing gear in the world. A product-driven company from the beginning, Mystery Ranch designs packs for the job that needs to get done, for the people committed to doing it, with the best materials available and the most durable construction methods that exist. Visit for more information. #BuiltfortheMission

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Mystery Ranch, the industry-leading pack company built on a heritage of comfortable load carriage, has announced its partnership with Big City Mountaineers (BCM) and șÚÁÏłÔčÏÍű. to kick off the inaugural fundraising campaign, with a donation match during the month of September.

șÚÁÏłÔčÏÍű’s Find Your Good platform launched in 2022 with the mission to connect people who love spending time outside with like-minded nonprofits anchored in the outdoors. Find Your Good supports groups in seven categories: hiking and camping, cycling, running, climbing, winter sports, healthy living, and sustainability. BCM is one of the Find Your Good beneficiary organizations committed to changing the trajectory of children’s lives by introducing them to the joys of nature.

“The Find Your Good initiative is an incredible tool helping to connect people with nonprofits that have similar principles and values rooted in the outdoors,” said David Taus, executive director at Big City Mountaineers. “șÚÁÏłÔčÏÍű’s dedication to supporting Big City Mountaineers and other organizations with similar values really catalyzes BCM’s goal of breaking down barriers to outdoor access for young people from disinvested communities.”

To further bolster the 2022 campaign, BCM has partnered with Mystery Ranch, which has pledged to match every dollar donated to BCM from September 12 to 22, up to $5,000. To support BCM and double your impact through this generous matching campaign, please make your tax-deductible donation below.

To sweeten the deal, one donor will be selected at random to receive a Mystery Ranch gear package.

“I’m so thrilled to have Big City Mountaineers as a member of our first cohort of Find Your Good,” said Kristin Hostetter, head of sustainability and community partnerships at șÚÁÏłÔčÏÍű. “The work BCM does is so important and impactful, not only to the kids it serves but to the outdoor community at large. We’re honored to support them and share their incredible work with our audience.”

Michelle Fleming, Mystery Ranch’s product marketing manager, also voiced her support for the campaign. “The work that BCM has done over the years has been incredible,” she said. “It strongly aligns with our belief that the outdoors is a transformative place. Providing access to the outdoors for youth who lack equitable access to nature is so important. The support BCM receives from companies like șÚÁÏłÔčÏÍű and Mystery Ranch is critical to their programming and we are so honored to be a part of Find your Good and this meaningful collaboration.”

Founded in 2000, is committed to making the best load-bearing gear in the world. A product-driven company from the beginning, Mystery Ranch designs packs for the jobs that need to get done, and for the people committed to doing them, with the best materials available and the most durable construction methods that exist.

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This fall, Mystery Ranch will notch a brand first—the company’s first fully recycled pack series—with the help of Cordura Advanced Fabrics and its incorporation of Cordura re/cor fabric in The District series, Mystery Ranch’s new everyday-carry collection.

“We make the most durable load-bearing packs in the world, and now thanks to our innovative fabric partners, we can take meaningful steps at the product level with full pack lines made of recycled materials,” said Mystery Ranch president Alex Kutches. “Our company partnership with Cordura has a long and special history, but the launch of the District series heralds a new chapter in our brand story.”

For over 20 years, Mystery Ranch has been building some of the finest carrying equipment for military, firefighters, and mountain professionals. Now the company is on a mission to further reduce its environmental impact through its use of Cordura re/cor, which uses high-quality yarns spun into durable fabrics made from reclaimed waste resources.

The District series will include five packs and bags in sizes of two, four, eight, 18, and 24 liters. Currently available in 36 colors for fall 2022 and winter 2023, the new collection is “durable, responsible, and innovated to last,” according to the company. The production of the recycled fabrics used in the series decreases greenhouse gas emissions by 83 percent compared to non-recycled fabric, consumes 82 percent less energy, and uses 57 percent less water. Cordura re/cor is made solely from pre-consumer fiber that is 100 percent Global Recycle Standard-certified.

“We’re delighted that the District series has already been adopted in 16 countries, including the U.S.,” said Cindy McNaull, Cordura’s business development director. “This is an impressive take-up for a brand-new product line. As the world evolves, we know a large piece of that evolution will fall within stewardship and sustainability. At Cordura, we believe that sustainability begins with products that last. Mystery Ranch operates from the same value set, and they truly are the perfect partner to help us bring this new fabric to market.”

Cordura fabric is a primary ingredient in many of the world’s leading high-performance products,Ìęfrom casual apparel and activewear to footwear, backpacks, military/tactical wear, and workwear. To learn more about Invista’s Cordura brand, end-use products, and marketing tools, please visit , and follow us on Facebook, Instagram, LinkedIn, and YouTube.

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With global demand for outdoor products growing significantly since the onset of COVID-19, U.S. brands are eager to expand to new markets and boost their top lines.

Unfortunately, the barriers to global expansion can seem steep. From securing reputable trade partners to building brand recognition to understanding a country’s sales channels to (occasionally) overcoming a language difference, it’s easy to see how a brand’s efforts to gain footing on foreign soil could get lost in translation.

Mystery Ranch, the Bozeman, Montana-based pack brand, considered these pitfalls when it began looking to bring its outdoor products to Australia. The brand was already distributing its military products there but wanted to tap into the rising demand for outdoor gear, said the company’s VP of sales and marketing, Alex Kutches.

The company found a unique solution by contracting with the outdoor gear brand Sea to Summit for distribution Down Under. The idea of enlisting an experienced partner with a long history in the country was much preferred to going in green, and with Sea to Summit, Kutches said, Mystery Ranch secured “a pretty comprehensive partner solution.”

“Sea to Summit has a great team, excellent resources, and coverage across the whole of Australia,” Kutches said when the deal was announced. “Their reputation as a brand precedes them as being fabulous to work with and their coverage of the Australian market is tremendous in specialty outdoor retail in addition to hunting, fire, and military.”

This newly inked partnership is ideal for Mystery Ranch as the brand looks to grow its footprint without overextending its sales, marketing, and distribution capabilities.

The arrangement will have Australia-based Sea to Summit handle the heavy lifting as it brings the Mystery Ranch brand to consumers across the continent. The distribution model is nothing new, of course, but it is rare for a brand like Sea to Summit to handle all its own distribution, Kutches said. In early 2020, the company acquired the North American distributorship from Andrew and Shelly Dunbar, bringing it back under the global umbrella.

Hiring another outdoor brand—albeit one that operates in non-competitive categories—to handle distribution in that brand’s home nation as part of a global expansion campaign was intriguing if not unprecedented, so we spoke with Kutches about the drivers behind the move, Mystery Ranch’s expectations in Australia, and his advice for others seeking a similar path. Here’s what he shared.

Why did Mystery Ranch choose Sea to Summit for this distribution partnership?

As you’re looking at foreign markets, you must be sure the people you work with have good relationships. Sea to Summit in Australia is quite a robust organization. They have a huge part of their business that focuses on the Australian market as a distributor. They sell to everybody down there, and they do an amazing job. I think they’re a gold standard and we’re excited to be working with them.

Why the distributor model there?

When you work with a distributor, you’re acknowledging that you’re leaving room for them to do their job and make money at it because they’re going to be better at it in their home nation than you ever would be. A distributor model can be a powerful thing. On the other hand, look at larger brands that have chosen to open subsidiaries in large developing markets like China. For that route, you need to create the subsidiary, open a warehouse, staff the business with salespeople, market your product there, and deal with the currency impact. The list goes on and on and on. It makes sense for them because they’re at that scale to go for it, whereas for us as a smaller brand, it doesn’t make sense.

What are Mystery Ranch’s expectations for the Australian expansion? Can you share specific revenue or unit sales goals, or is it more about exposing the brand to a new market?

There’s an old adage, “If it doesn’t make dollars, it doesn’t make sense.” We talk to each of our potential distributor partners in advance of signing any distributor agreement about the potential because, quite frankly, they know the market opportunity. They recognize the amount of work it’s going to take. With Sea to Summit, we talked about that with their team. Their general manager, Terry [Anderson], worked with his crew and came up with a plan. When you enter into an agreement like this, there are no guarantees, but we have a mutual understanding of working together so both partners can be as successful as possible.

Is this a path other brands should consider pursuing as they eye global expansion?

It depends if the brand’s ready for it and if the company handling distribution has the capacity to take on another brand and build it in that market. The timing of that, and the energy that goes into it, are not to be underestimated. You also need to understand your market position, how fresh your concept is, how strong demand for your product is. It can be a great opportunity, but you’ve got to be ready to tackle it and to hit it right if you want to grow into a new market.

What is your advice to other brands looking to expand to a new global market when it comes to selecting a good distribution partner that also happens to be an outdoor brand?

It is a rarer situation than one might think to have a globally distributed brand that is also operating as a distributor in their home nation. The most important thing is arriving at a good fit for both businesses’ needs. The distributor would need to have a place in their portfolio for the brand’s product lines to be distributed. The brand would need to see that the distributor can meet its goals in selling, servicing, and marketing the brand in the distributor’s market.

Does Mystery Ranch believe it’s tapping into an ideal opportunity because of the COVID-fueled outdoor gear boom?

In the U.S., you’re seeing outdoor culture be embraced by the mainstream in a way that we saw running be embraced back in the ‘80s and snowboarding be embraced in the ‘90s. Outdoor growth is happening because people are digging these self-propelled activities and want to stay involved with them. The question now becomes, “How do we stay on top of it and keep fueling things?” We’re seeing that not just in the United States but in other markets, too, that also have strong outdoor cultures. Because of the pandemic, people have been eager to go outside and participate in these activities, which is exciting. There’s a global explosion as people get outdoors—and when travel bans are fully lifted, it’s going to be atomic.

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Strictly speaking, you don’t need to justify making durable products for the outdoors. “It’s just the right thing to do, to make equipment that isn’t going to fail in the field,” said Mystery Ranch project manager Luke Buckingham, speaking of the brand’s legacy of producing long-lasting packs.

That design ethic drove the early evolution of the outdoor industry, and while it’s still embraced by many brands, we’ve also seen a trend toward flimsier fast-and-light gear, as well as influence by the broader consumer culture that favors everything new. But as more outdoor brands—and their customers—chase a sustainable future, they’re embracing product longevity in a new way. In a movement that’s gathering momentum, brands are recognizing and communicat- ing that durability should be the first rule of reducing environmental impact.

Of course, that doesn’t mean no impact. “Nothing any company in this industry does is sustainable. Everything we do is environmentally negative—it’s largely oil-based products,” said Joe Vernachio, president of Mountain Hardwear, which has pledged that 80 percent of all materials used in its products will be recycled by 2024. “The best thing we can do to keep our impact in check is make really good things that people fall in love with and use over and over.”

Making the connection between durability and sustainability will be a key part of achieving that goal. “We’re in the process of starting to put [that message] out in front,” he said. “For us, it’s going to be ‘love the jacket you have, repair it, use it, instead of just buying the latest, newest thing.’”

That’s not an entirely new message, of course. Patagonia famously said as much in its 2011 “Don’t Buy This Jacket” ad. But what’s new is the number of brands that are embracing the imperative and communicating it to consumers. Arc’teryx, for example, is making it a brand priority. “While durability has always been part of our brand messaging and what our customers value about our product, we have increasingly articulated the connection between durability and sustainability,” said Katie Wilson, senior manager for social and environmental sustainability. She points to last year’s launch of Arc’teryx Used Gear, which has a clear message for consumers: “This program helps get the most use, andÌęreuse, out of each Arc’teryx item, keeping Arc’teryx products in action and out of the landfill.” Patagonia’s Worn Wear program does the same, and REI is testing a pilot program that allows customers to sell used gear back to REI.

Measuring Durability

The renewed emphasis on durability and its sustainability promise begs a question: How long should gear last?

That’s not an easy question to answer. The amount of use—and abuse—a product endures varies. And while brands test and measure the durability of materials and construction methods, there’s no standardized testing for finished products. Plus, there’s the matter of intended use. A just-in-case ultralight jacket isn’t as bombproof as an all-weather shell, but it can still last for years when used as intended.

While many brand representatives express skepticism about creating a durability standard similar to, say, the EN standard for rating the warmth of sleeping bags, Christiane Dolva, head of sustainability at Fjällräven, says they’re involved in a project with the Textile University in Sweden researching how to apply artificial intelligence and machine learning to create exactly that: a standard for measuring durability.

In the meantime, should brands quantify their durability goals? Several months ago, Mystery Ranch began creating a two-pronged sustainability plan headed up by Buckingham, examining both sustainability—in materials, supply chains, and such—and durability. Mystery Ranch employs methods like doubling the fabric on pack bottoms and using heavy-duty zippers to ensure progress on the latter. Buckingham estimates a pack lifespan of “eight to ten years as a good benchmark for regular use.” He says many of the packs that come in for warranty are that old.”

As designers attempt to navigate these two tracks—sustainable materials and durability—they sometimes have to walk an awkward tightrope. Dolva says Fjällräven has found that recycled wool nearly matches virgin wool, but often needs some mixing with synthetic (read: oil-based) material for reinforcement. High-tenacity and chemically recycled polyesters nearly match the durability of virgin polyester, but with mechanically recycled polyester, durability drops off by 10 to 15 percent.

And then there are DWRs, or durable water-repellent treatments. The most effective DWRs are made with highly toxic chemicals, notes Vernachio. Eco-friendly versions don’t perform as well, and even though they can be reapplied, most consumers don’t go to the trouble. “People will only use a jacket [with an inferior DWR] for a year or two and then it will end up in a landfill,” he said.

Growing Demand

How much do outdoor consumers care about—or even understand—durability’s connection to sustainability?

“There is a growing consumer aware- ness around taking care of and making re- pairs to products to prolong their lifespan,” Dolva said. “The connection to sustainability is perhaps not always clear, but that’s okay. If the motivation behind a consumer purchase is the desire to own a product they will wear and love for a long time, the sustainability factors are an added bonus.”

REI, which is a driving force for most industry trends, is also seeing consumers make the connection. “We’re continuously hearing from our customers that they want high-quality gear that’s built to last, all while minimizing our impact on the environment,” said Greg Gausewitz, REI’s product sustainability manager. “Every product has a footprint, but in turn every product is an opportunity to fuel a movement for good.”

The media has a role to play in this movement as well. Eli Bernstein, gear editor at Backpacker, notes that while his team has spotlighted many green products in recent years and testers have critiqued product durability since the magazine’s first gear reviews were published, the connection between the two is a concept writers and editors should be promoting as well.

Bernstein cites a recent Backpacker review of Osprey’s new Archeon pack as an example. The review lauds its green materials, such as 100 percent recycled industrial scraps and a PFC-free DWR. But it also praises the 1,880-denier nylon canvas which “means this might just be the last daypack you ever buy (nothing’s greener than gear that doesn’t need replacing).”

And it’s not just consumers who matter. Vernachio makes the point that Mountain Hardwear “wouldn’t be able to attract an employee under the age of 35 if we didn’t have a point of view on our impact on the environment. It’s one of the first questions people ask in an interview, regardless of the job.”

Getting the Message Right

It’s hard to make the case that any outdoor company has made sustainability central to its mission and brand marketing more consistently and effectively than Patagonia. As Corey Simpson, Patagonia’s communications manager, said, “This is what we’ve been doing for a really, really long time. We want it to be a social contract. We want you to take responsibility and we’ll take responsibility, too.”

But that message has required decades of cultivation. Simpson acknowledges it won’t be easy for some brands to sell the concept that durability equals sustainability to their customers. “It’s really hard,” he said. “I talk to other brands and offer positive advice, but a lot of time a pivot like this feels foreign, it’s expensive, it’s not a language they can speak easily to their customer base. But those who stay committed are going to see success. For brands who just see it as a bullet point describing the company, it’s not going to work and it doesn’t stick around.”

In an era when so many consumer goods—like electronics and fashion—get constantly updated and replaced, can the outdoor industry succeed by going in the opposite direction and selling products that discourage consumerism?

If history is any guide, the answer should be clear. The industry’s past revolved around making gear that lasts, and its future will, too.

This story originally ran in the Summer 2020 issue of The Voice.Ìę

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It started by word of mouth. An employee at Mystery Ranch, the Montana-based backpack brand, heard from a friend that a local quilting guild had started sewing masks for hospitals, and soon many of Mystery Ranch’s own employees were clamoring to do the same.

“Lots of people around here quilt and sew,” Mystery Ranch COO and co-founder Renee Sippel-Baker told șÚÁÏłÔčÏÍű Business Journal. “We found out about the effort initially on March 19, and by March 24 we had gotten approval to start making masks using a stock of obsolete material we had sitting around our factory. We designed a few different versions of a mask and took them to a local hospital. They loved the design, so we immediately committed our sewing staff to making 500 units.”

The excess fabric Mystery Ranch used for the initiative was aÌęsoft, antimicrobial, breathable textile. According toÌęSippel-Baker,Ìęthe company had once sewed it into various packs in the company’s line, but had discontinued it in recent years.

“We don’t use the material anymore, but the hospital loved it,” Sippel-Baker said. “They asked if we could order more. We have about 600 yards on the way, which will make roughly 7,000 masks.”

Mystery Ranch employees won’t cut and sew all 7,000 units; members of the community in Bozeman, including local seamstresses and the staff at West Paw, a dog accessory brand, are pitching in to help with the production. Even the local paper, the Bozeman Daily Chronicle, is getting involved. Sippel-Baker says discarded aluminum plates used in the newspaper printing process will be donated to make the nosepieces of the masks.

“This was a real community effort,” said Sippel-Baker. “You don’t need to be a large company to help right now. People are doing this kind of thing everywhere. Here, it was the local quilter’s guild that got the effort going.ÌęIf people want to help, all they have to do is reach out to their local hospital or health department and ask what’s needed.”

Check out this video of Mystery Ranch employees hard at work making masks.

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What do wild salmon have to do with selling puffies? More than you’d think, says Alex Lowther, Patagonia’s creative director and producer of the brand’s 2019 documentary film Artifishal. Like Patagonia’s eight other feature-length environmental documentaries, Artifishal serves a dual purpose. It’s an educational tool about the threats facing wild salmon, but also a shrewd marketing strategy that speaks to modern, plugged-in outdoor consumers—folks concerned with the underlying values of their favorite companies.

Over the past two years, brand-backed films have popped up more and more, covering everything from inspirational athletes to gear to environmental advocacy and stewardship. Mystery Ranch recently partnered with Zion National Park to create a feature-length film highlighting the many ways people use the 100-year-old park. A shorter version will loop in the visitor center for decades to come, which is one of the reasons Alex Kutches, vice president of Mystery Ranch, saw “a huge opportunity to give back to one of the places that our business depends on, and show half a million park-goers per year what Mystery Ranch stands for.”

“Younger people are invested in brands that do more than just sell gear,” said Annie Nyborg, Peak Design’s director of sustainability. Nyborg spearheaded the company’s 2018 film Grizzly Country. “[Filmmaking] is part of growing brand awareness today. And it touches audiences who may not rely on social media for brand discovery.”

Abby Schwamm, account manager for Purple Orange, the PR company that helped market The Wilderness Society’s 2019 film Welcome to Gwichyaa Zhee, agrees. “A regular marketing message won’t change viewpoints in the same way a film can,” she said.

And it seems that these documentaries are getting the message out. Artifishal screened more than 500 times globally at Patagonia retail stores and other gear shops, attracting tens of thousands of viewers. And another Patagonia film, Blue Heart, about hydropower in the Balkans, also toured the world, helping generate 175,000 petition signatures the brand says contributed to a European Union resolution against small dams.

There’s no doubt the strategy is expensive—Peak Design spent $100,000 on Grizzly Country. And it might even mean shifting marketing funds away from the usual advertising channels. Strick Walker, Merrell’s former chief marketing officer, says the brand doesn’t do much traditional advertising anymore. “We’ll do some print [ads],” Walker said, “but we really believe that the better the content we create, the more people will experience it and share it.”

Neither Merrell, Mystery Ranch, Patagonia, nor Peak Design are looking for immediate return in the form of increased sales. Instead, said Nyborg, “It’s one piece of a complex brand loyalty puzzle.” With films, brands are playing the long game. “We have an opportunity to inspire people, and we believe our business will benefit from that,” Walker said.

Brands also cite extra benefits, such as local media attention, attracting consumers to retail partners for screenings, broader consumer reach from festivals—and a boost to brand recognition. “Every major player in the outdoor industry now knows who we are because of [Grizzly Country],” Nyborg said. “It started relationships and conversations at the Outdoor Retailer show, and that return is enormous.”

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In the hustle and bustle of Brooklyn and Los Angeles, outdoor lovers take refuge in a naturally lit, well curated gear store, Hatchet Outdoor Supply Co., stocking only the most fashionable and functional products. Keen, Mystery Ranch, Mammut, and FjĂ€llrĂ€venÌęblend tastefully together on tables and racks with urban fashion brands Folk, Orslow, Battenwear, Dr. Martens, and more.

Hatchet Outdoor Supply Co. came to life in 2013 when Brooklynite Gene Han figured he couldn’t mix the gearhead lifestyle with the sneakerhead lifestyle in his streetwear and sneaker boutique, Alumni, which opened in 2005 when he took over his family’s footwear store, Rugged Sole. Outdoor gear needed its own store. The similarities between styles in New York and Los Angeles then led him to open a second Hatchet location in 2016.

“How would city dwellers, people in Los Angeles and Brooklyn, interpret what the outdoors means to them?” Han said, recalling the question that started it all. “We’re trying to introduce the outdoors to a city setting…My experience with buying and curation, and assessing products and quality got translated over into [Hatchet]. I knew it could just be a home to a bunch of cool stuff that I would use and wear.”

Fashion and Function, First

Han grew up in Boy Scouts and Eagle Scouts, and while his troop couldn’t afford high-end gear, he always ogled and admired it. Now he has a store full of gear he always wanted, from down sleeping bags and Yeti coolers, to crisp menswear and felt hats, and of course, hatchets from Hults Bruk.

Han has a sharp eye for design, and looks for the “best of the best”—items both well-made and useful. He says that every single item he brings in has to have some kind of functionality for the outdoors, and he doesn’t let price points—ranging from $20 to $800—limit his taste.

“Just the word ‘outdoors’ encompasses a lot,” Han said. “It could mean something really hardcore like ultralight trekking over the course of several nights or just getting on a subway here in New York.”

More recently, the fashion world has been flirting with the outdoor industry, and vice versa. Terms like “Patagucci” and “gorpcore” are tossed around. Brands like Canada Goose, adidas, Topo Designs, and Arc’teryx toe the line between both audiences. Italian fashion and sportwear brand Fila launched its Explore adventure-focused collection this summer. The North Face has collaborated with Supreme, Raeburn, and other urban brands. And there are countless other examples.

But Han says it’s more than a trend. “There’s definitely a huge surge of outdoor meets fashion going on in the last two to three years, which is great. Business has never been better,” he said. “But we’re not trying to bring in stuff that is riding that trend or is trying to be super cool or something. It’s stuff that we really like and find useful.”

And as it turns out, outdoorsy people do live in Los Angeles and Brooklyn, and have kept up their appetites for Hatchet Outdoor Supply Co.’s offerings. Han says he’s even fostering more partnerships with local guides who contribute blog posts about nearby hikes.

Friend of KlÀttermusen and Yeti

Hatchet Outdoor Supply Co. carries more than 150 brands, but Yeti and KlÀttermusen get somewhat special treatment for different reasons.

Hatchet has a drop-ship program—a means of ordering directly from the manufacturer—with Yeti, a brand that “has been on fire for us,” Han says. Yeti has its own shop on Hatchet’s website, and the program is also available to in-store customers.

As for KlĂ€ttermusen, a Swedish mountaineering brand with a cult following in Europe and Japan, Han says he approached the brand about bringing them into the shop a few years back because he was attracted to the “funky” and “totally out-of-the-box” designs and approach. But the brand decided to make Hatchet a wholesale distributor and North American sales agent. That means Han attends Outdoor to exhibitÌęKlĂ€ttermusen.

“Their designs are very left field and that’s what we like,” Han said. “A lot of modern outdoor brands will sleek it out or black it out, and then you’ve got the whole retro look with straps and such. But these guys [are] totally weird and funky.”

More collaborative projects with outdoor brands are in Hatchet’s future, as well as more doors—possibly even abroad, Han said. He loves what he does and what Hatchet provides.

“Any time a customer comes back with a story about their use of gear or clothing that they purchased makes me smile,” he said.

The post Retailer Spotlight: Hatchet Outdoor Supply Co. In Brooklyn and Los Angeles appeared first on șÚÁÏłÔčÏÍű Online.

Dana Gleason was stirred in 2000 from an early retirement from the pack-making business when his daughter asked him to design her a new hip sack. Along with his longtime business partner, Mystery Ranch was founded to provide load-bearing equipment to members of the military, firefighters, law enforcement, as well as hunters, skiers, travelers, and hikers. On August 13, the brand officially added climbers to the list.

Over Mystery Ranch’s two decades, Gleason said, climbers have adapted the packs for their vertical needs. They even released a few for ice climbers. But the brand’s designers are taking what they’ve learned from their other customers about carrying heavy loads to officially commit to the entirely new—and niche—category for them.

In an interview with șÚÁÏłÔčÏÍű Business Journal this week, Gleason shared more about what Mystery Ranch has in store for climbers.

Why get into the climbing category now?

Climbing and skiing have always been things that we support. They were the reasons that I was out in the outdoors in the first place. In terms of raw numbers and the size of the marketplace, climbing is not that enormous. But it is so essential to who and what we are that there was no question that once we had something to say, as in something to make, we knew were going to come out with a complete line of climbing packs for single-pitch, multi-pitch, and ice/mixed routes.

You sew most of your packs here in the U.S., right? Tell us about that commitment to U.S. manufacturing and how it sets you apart from other pack companies.

We do about half of our total volume “Built in the U.S.” But if I’m being frank about it, if we sold U.S.-built versions of the climbing packs, the prices would almost triple. We really looked hard at trying to bring the outdoor business back into the U.S., but the labor price differentials are enormous. We pay a living wage here. We are paying 100 percent of health insurance. We just put in a 401k. Our people are able to make a career. That’s not the way it is at most companies. We’re kind of old fashioned.

We do produce our wildland firefighting stuff in Vietnam and the Philippines, but we also have our own production facility here. Most outdoor companies have a space in a strip mall or an office building and they have good space for marketing, customer service. They may or may not have someone with a sewing machine to do repairs or evaluate returns. I have 50 people at sewing machines here, a full cutting system, and 16 people doing the design work for climbing, skiing, outdoor, backpacking, wildland, and more.

Does that mean you’ve avoided the tariffs on Chinese imports?

Yes. We don’t build in China. We had a little experience building in China about 15 years ago and we just didn’t really have enough control over what went on so when we really started developing our Asian supply chain in 2012, we avoided China and most Chinese materials as much as we could. China in many ways has been an easy place for a lot of people do work. Tariffs are making that harder. But Vietnam and the Philippines have been great places to work for us and they do awesome work.ÌęWe spec every single material and have absolute understanding and control of what we are doing. It means we are working with our suppliers in Vietnam as peers, not as customers.

You also build packs for the military and wildland firefighters. How does that help you create climbing packs?

Our military, medical, and wildland side of the business has made us pay a huge amount of attention to the ergonomics of carrying and organizing a load. Those people must be able to take complex objects in and out one-handed, not looking at things, and not having anything fall out. It translated beautifully into being able to organize a rack and a rope. I think people will discover the ease of use of the new climbing packs. Everything is built so the climber isn’t inconvenienced by hanging vertically or unbalanced.

So what do the Scepters offer climbers that other climbing pack companies can’t?

Before now, we figured that our three-zip daypacks could be adapted easily for climbers. They’re built to be ripped open. But even though they allow you full access, we didn’t have a good way to attach a rope. The top-loader Scepters make that easier and better. The lid opens from the body side of the pack so that if you’re on a hanging belay, you can just clip the pack in and easily catch everything instead of fighting the lid.ÌęYou can clip stuff on the upper inside of the pack so it’s all there and ready to be pulled out one-handed. We’ve also done a lot of work to make them as light as possible and strippable, so you can get a nice clean profile if it has to go through a tight spot.

New packs for Spring 2020 are the Skyline 17 and 23 and the Tower 47. They’re built so you can organize large amounts of gear easily, whether you’re in a vertical position or out in the horizontal just organizing things for the climb itself.

Now that the first part of the line on the market, how are you feeling?

It’s really fulfilling to have a new generation in a world where a whole bunch of old farts are asking us to bring back the Bomb pack—the seriously serious mountaineering pack we built at my Dana Design company in the ’80s and ’90s. It was built for conditions back then, not for the harder levels of climbing that are fully accepted now—the stuff that people coming out of gyms are expecting to do. It’s a different world now and our folks are building these packs for this current world. Tradition is nice, having history is nice, but only as a launching pad for what people are doing now.

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