The Daily - January 28, 2022 - 31

chant, and suggests that apparel
isn't out of the question for Astis
down the road.
Petersen brings more than just
Petersen
and Tonazzi
thrown down
the gloves.
New Start
Colorado's iconic beaded glove maker is back at the Show with
new leadership and a new perspective. By Berne Broudy
IF YOU WERE A FAN OF ASTIS,
maker of distinctive beaded suede
gloves and mitts, you likely noticed
the brand closed its ordering system
and disappeared from shelves
in 2020. They weren't a pandemic
casualty. They changed ownership.
This January, Astis 2.0 exhibits at
the Show, under the leadership the
brand's founder and lead designer
Brad Petersen, supported by
business partner Marco Tonazzi,
owner of Vail's Valbruna boutique.
The pair are relaunching Astis
with an expanded product line, a
partnership with the American
Indian College Fund, and the
energy of two kids following their
dreams and a commitment to
social justice.
Petersen founded Astis a decade
ago, after a pair of Cree-made
mitts gifted to him by his BFF Phil
Varty was eaten by his sister's dog.
Petersen couldn't find a suitable
replacement, and Astis was born
when he made his own.
In Fall 2022, Astis (based in
Mintern, Colorado) will relaunch
with an expanded product line. In
addition to making the tan and
black beaded gloves and mitts
synonymous with the brand, for
fall 2022, Astis introduces featherweight
gloves and mitts made from
smooth, top grain deer leather in
off white, acorn, chocolate, and
black. The leather is from a USA
tannery, and the gloves will continue
to be made in the USA.
Astis has partnered with the
American Indian College Fund.
They relaunched Astis with an
online fundraiser that let them
make an initial $5,000 donation.
Both Petersen and Tonazzi want
to develop a design-focused Astis
scholarship through a Native
American design school in Santa
Fe, New Mexico, and they're
planning to donate a percentage of
sales. " We're as focused on doing
good as we are on making great
gloves, " said Petersen.
Tonazzi brings a solid base in ski,
retail, and distribution to the partnership.
At Astis, he heads back-end
fulfillment and accounting, while
Petersen designs everything Astis.
" I always felt people loved what
Astis meant, " said Tonazzi. " They
wanted more product with the same
feel from Brad. But Astis was a
flower outgrowing its pot. Now the
brand has a bigger pot where the
roots can go deeper, and the flower
can grow bigger. I have the utmost
respect for what Brad has done. And
going forward, he will be the pilot. "
For Tonazzi, partnering with
Astis is realizing a dream. Tonazzi
started a clothing brand, Vampire,
in the 1990s, Clark Gable in Sun
Valley-styled ski wear including
bomber jackets with diagonal
zippers and natural-fiber sweaters.
He's excited to be involved with a
brand where he's more than a merbeautiful
beadwork to Astis. The
brand's cult following is direct result
of Petersen's infectious energy
and effervescent passion for Astis,
skiing, and life. " When started
together, Brad was trying to tell
me how much people love Astis, "
said Tonazzi. " When we reopened
the website last fall, it was like
people were waiting in front of
the computer for Paul McCartney
to sing his new song. The first 50
pairs sold out immediately. "
Tonazzi says that when there is
passion, and good people behind
a product, it translates. " People
and their stories are the routes and
values of product, " says Tonazzi.
" What Astis has is not something
you can build with a marketing
campaign. There is energy behind
the brand that is beyond understanding,
it's almost magical. "
Petersen's inspiration for Astis
right now is positivity. " I am so
jazzed to be working with Marco, "
he says. " We'll keep being funky
and functional. " Some of Astis
F22 designs have been in Petersen's
head for a while. Others-he's
feeling supported in exploring,
so the sky is the limit. " I have a
partner who trusts in me, gets
it, and knows what I am good
at. That gives me freedom to be
creative that I haven't had in years.
But we're trying not to expand too
much too fast. I want to earn back
the trust of our retail partners.
People loved our original stuff. The
new stuff may need to be proven. "
Astis will be taking orders at
Outdoor Retailer, and shipping in
fall for the 2022/23 winter season.
And from now forward, it will be
possible for retailers to reorder and
place custom orders.
OUTDOOR RETAILER SNOW SHOW 2022 /
31

The Daily - January 28, 2022

Table of Contents for the Digital Edition of The Daily - January 28, 2022

The Daily - January 28, 2022 - Cover1
The Daily - January 28, 2022 - Cover2
The Daily - January 28, 2022 - 1
The Daily - January 28, 2022 - 2
The Daily - January 28, 2022 - 3
The Daily - January 28, 2022 - 4
The Daily - January 28, 2022 - 5
The Daily - January 28, 2022 - 6
The Daily - January 28, 2022 - 7
The Daily - January 28, 2022 - 8
The Daily - January 28, 2022 - 9
The Daily - January 28, 2022 - 10
The Daily - January 28, 2022 - 11
The Daily - January 28, 2022 - 12
The Daily - January 28, 2022 - 13
The Daily - January 28, 2022 - 14
The Daily - January 28, 2022 - 15
The Daily - January 28, 2022 - 16
The Daily - January 28, 2022 - 17
The Daily - January 28, 2022 - 18
The Daily - January 28, 2022 - 19
The Daily - January 28, 2022 - 20
The Daily - January 28, 2022 - 21
The Daily - January 28, 2022 - 22
The Daily - January 28, 2022 - 23
The Daily - January 28, 2022 - 24
The Daily - January 28, 2022 - 25
The Daily - January 28, 2022 - 26
The Daily - January 28, 2022 - 27
The Daily - January 28, 2022 - 28
The Daily - January 28, 2022 - 29
The Daily - January 28, 2022 - 30
The Daily - January 28, 2022 - 31
The Daily - January 28, 2022 - 32
The Daily - January 28, 2022 - 33
The Daily - January 28, 2022 - 34
The Daily - January 28, 2022 - 35
The Daily - January 28, 2022 - 36
The Daily - January 28, 2022 - 37
The Daily - January 28, 2022 - 38
The Daily - January 28, 2022 - 39
The Daily - January 28, 2022 - 40
The Daily - January 28, 2022 - 41
The Daily - January 28, 2022 - 42
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The Daily - January 28, 2022 - 45
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The Daily - January 28, 2022 - 47
The Daily - January 28, 2022 - 48
The Daily - January 28, 2022 - 49
The Daily - January 28, 2022 - 50
The Daily - January 28, 2022 - 51
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The Daily - January 28, 2022 - 54
The Daily - January 28, 2022 - 55
The Daily - January 28, 2022 - 56
The Daily - January 28, 2022 - 57
The Daily - January 28, 2022 - 58
The Daily - January 28, 2022 - 59
The Daily - January 28, 2022 - 60
The Daily - January 28, 2022 - 61
The Daily - January 28, 2022 - 62
The Daily - January 28, 2022 - 63
The Daily - January 28, 2022 - 64
The Daily - January 28, 2022 - Cover3
The Daily - January 28, 2022 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07212020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06302020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05272020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05192020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/weeeekly_05052020__JJ
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05122020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
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