Outdoor Retailer - Summer 2016 - (Page 36)
We live in Ventura so we have a rich lifestyle. We are immersed in the
outdoors-surfing, diving, hiking, mountain biking, riding motorcycles, climbing, etcetera, etcetera, etcetera. We've got almost instant
access to wilderness all around us, both at sea and in the mountains.
There's a massive shift happening at the moment in the outdoor industry. With so much of the population growing up in more urban centers, what was once considered "outdoor" has shifted. Much of the outdoor industry is completely out of touch with the needs of this emerging,
urban consumer who is more at home camping at music festivals and
beach bonfires than bagging fourteeners. They don't care about your
sub-nine-ounce waterproof-breathable shell with a single-point-adjustment hood. They just want some stylish, functional gear that goes
along with their Bluetooth boom box, selfie sticks, and beer koozies.
We've been so lucky to be surrounded by incredibly talented friends
who believe in what we're doing and have helped in one form or another
along the way, from photography and video work to product testing to
just helping us put on events.
Stay inspired. Make time to travel and experience new things. It will
keep your perspectives fresh and your batteries charged (and you're going to need lots of batteries).
Iron & Resin's co-founder talks passion and puts
the outdoor industry on alert.
My go-to inspiration has always been this quote: "The master in the
art of living makes little distinction between his work and his play, his
labor and his leisure, his mind and his body, his education and his recreation, his love and his religion. He hardly knows which is which. He simply pursues his vision of excellence at whatever he does, leaving others to
decide whether he is working or playing. To himhe is always doing both."
Name: Thom Hill
Company: Iron & Resin
Location: Ventura, California
Downlow: Thom Hill and Jackson Chandler found themselves work-
ing in the surf industry and heavy bored with the pointed sameness of
the brands surrounding them. So the pair founded Iron & Resin. It was
meant to be a throwback to the days when a couple of California boys
could fall into a business just because they were doing something they
loved. In that vein, Iron and Resin takes made-in-America commitment, motorcycle cool, maker aesthetics, and a dash of core-surfer sensibility and comes out with a lifestyle brand that bucks the ordinary.
Only a crazy person would want to start a company.
It's not about the money. It's not about ego. It's about being able to do
what you love and surround yourself with people you care about and are
proud to call friends.
36 OUTDOOR RETAILER
/ Summer 2016
The traditional outdoor retailer selling $500 Gore-Tex jackets needs
to recognize how consumers are changing, or they will become obsolete,
at least in the minds of this "new" outdoor customer, who is looking for a
cool tent and some stylish gear to go car camping in, but is turned off by
the shopping experience in the over-tech world of most outdoor retailers.
A day off? What's that?
We're launching a moto-specific tent that packs down without
any poles into a tiny stuff sack that attaches to our moto pannier.
Nothing like it currently exists.
There's a collection of memories, most of them involving some beautiful place in the ocean or the backcountry, that provide the fuel for much
of what I do in this company.
You know what keeps me going? The fear of ever having to work for
someone else. O.R.
Courtesy Thom Hill
Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2016
Outdoor Retailer - Summer 2016
Know Your Customer
How I Got Here
From the Road
Outdoor Retailer - Summer 2016