Outdoor Retailer - Summer 2018 - 39

THE LINE UP
Clockwise from top left: Sawyer
employee SeaAnna Savage.
Cruisers roll by the Ingalls St.
storefront in Santa Cruz. Happy
employee Kyle Suess. Manager
Candra Jordan (left) and owner
Stacy Forrester (right) head down
to Cowells for a morning session.

Forrester, Jordan, and several Baby-Boomer-
aged shoppers admiring a wall covered with the
found-object artwork of renown surfer Mark
Cunningham: barnacled fins affixed to pieces
of driftwood, all collected offshore of Honolulu.
Most of the pieces hanging on the wall already
sported "sold" tags.
Highlighting artists and selling their creations is a goal of Sawyer. The concept works in
a store that employee Tentin Gillette says celebrates the "Santa Cruz maker-arts-creative-adventure community" and finds perfect execution in Forrester's thoughtful curation. "We're
a unique take on a surf shop in that our 'surf '
selection is quite small," says Jordan. "We have
carefully selected basics to get you on the sea-

leashes, board bags, wax, fins, some surfboards
and wetsuits-but we go beyond the beach."
You'll find camping goods and clothes for all
walks of the outdoor lifestyle. There's also the
artwork (from multiple artists, on multiple
walls) and gorgeous large-format photography books. A local potter makes glossy, waveetched coffee mugs. And longtime local artist
Dave Gardner co-created the The Adventures
of the Salty Little Sliders book. It began as an

idea Forrester had to put ambiguous-nationality kids on a line of children's clothing. Gardner
sketched them out and when Forrester saw
them, she said, "We should create a book." Now
it's branched into its own brand, which Hobie
recently picked up with a $2,100 order.
But the thing that truly sets Sawyer apart
from other surf shops, says Jordan, is the
vibe people get when they walk through the
door. "You aren't judged on the level of surfer

"We're a unique take on a surf shop in that our 'surf ' selection is
quite small," says store manager Candra Jordan. "We have carefully
selected basics to get you on the sea-leashes, board bags, wax, fins,
some surfboards, and wetsuits-but we go beyond the beach."
Summer 2018 / OUTDOOR RETAILER 39



Outdoor Retailer - Summer 2018

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2018

OUTDOOR RETAILER - SUMMER 2018
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
CASE STUDY
IDEAS
CHRISTIAN DE LA IGLESIA
SHIRA EPSTEIN
EMPLOYEE OF THE MONTH
RESEARCH
SAWYER LAND + SEA
DISASTER STRIKES
BE THE BRAND
BREAD+BUTTER
PADDLING HARDGOODS
THE RENEWAL WORKSHOP
BROWN GIRLS CLIMB
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
FROM THE ROAD
#REPLIFE
BACKSTORY
Outdoor Retailer - Summer 2018 - OUTDOOR RETAILER - SUMMER 2018
Outdoor Retailer - Summer 2018 - Cover2
Outdoor Retailer - Summer 2018 - 1
Outdoor Retailer - Summer 2018 - CONTENTS
Outdoor Retailer - Summer 2018 - 3
Outdoor Retailer - Summer 2018 - 4
Outdoor Retailer - Summer 2018 - 5
Outdoor Retailer - Summer 2018 - 6
Outdoor Retailer - Summer 2018 - 7
Outdoor Retailer - Summer 2018 - 8
Outdoor Retailer - Summer 2018 - THE PULSE
Outdoor Retailer - Summer 2018 - HEADLINES
Outdoor Retailer - Summer 2018 - 11
Outdoor Retailer - Summer 2018 - MERCHANDISING
Outdoor Retailer - Summer 2018 - 13
Outdoor Retailer - Summer 2018 - MARKETING
Outdoor Retailer - Summer 2018 - 15
Outdoor Retailer - Summer 2018 - BIG PICTURE
Outdoor Retailer - Summer 2018 - 17
Outdoor Retailer - Summer 2018 - 18
Outdoor Retailer - Summer 2018 - 19
Outdoor Retailer - Summer 2018 - CASE STUDY
Outdoor Retailer - Summer 2018 - 21
Outdoor Retailer - Summer 2018 - 22
Outdoor Retailer - Summer 2018 - 23
Outdoor Retailer - Summer 2018 - 24
Outdoor Retailer - Summer 2018 - 25
Outdoor Retailer - Summer 2018 - IDEAS
Outdoor Retailer - Summer 2018 - 27
Outdoor Retailer - Summer 2018 - CHRISTIAN DE LA IGLESIA
Outdoor Retailer - Summer 2018 - 29
Outdoor Retailer - Summer 2018 - SHIRA EPSTEIN
Outdoor Retailer - Summer 2018 - 31
Outdoor Retailer - Summer 2018 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Summer 2018 - 33
Outdoor Retailer - Summer 2018 - RESEARCH
Outdoor Retailer - Summer 2018 - 35
Outdoor Retailer - Summer 2018 - SAWYER LAND + SEA
Outdoor Retailer - Summer 2018 - 37
Outdoor Retailer - Summer 2018 - 38
Outdoor Retailer - Summer 2018 - 39
Outdoor Retailer - Summer 2018 - 40
Outdoor Retailer - Summer 2018 - 41
Outdoor Retailer - Summer 2018 - DISASTER STRIKES
Outdoor Retailer - Summer 2018 - 43
Outdoor Retailer - Summer 2018 - 44
Outdoor Retailer - Summer 2018 - 45
Outdoor Retailer - Summer 2018 - BE THE BRAND
Outdoor Retailer - Summer 2018 - 47
Outdoor Retailer - Summer 2018 - 48
Outdoor Retailer - Summer 2018 - 49
Outdoor Retailer - Summer 2018 - 50
Outdoor Retailer - Summer 2018 - BREAD+BUTTER
Outdoor Retailer - Summer 2018 - PADDLING HARDGOODS
Outdoor Retailer - Summer 2018 - 53
Outdoor Retailer - Summer 2018 - THE RENEWAL WORKSHOP
Outdoor Retailer - Summer 2018 - 55
Outdoor Retailer - Summer 2018 - BROWN GIRLS CLIMB
Outdoor Retailer - Summer 2018 - 57
Outdoor Retailer - Summer 2018 - COUNTER CULTURE
Outdoor Retailer - Summer 2018 - 59
Outdoor Retailer - Summer 2018 - THE VIEW
Outdoor Retailer - Summer 2018 - 61
Outdoor Retailer - Summer 2018 - 62
Outdoor Retailer - Summer 2018 - 63
Outdoor Retailer - Summer 2018 - 64
Outdoor Retailer - Summer 2018 - 65
Outdoor Retailer - Summer 2018 - HOW I GOT HERE
Outdoor Retailer - Summer 2018 - 67
Outdoor Retailer - Summer 2018 - FROM THE ROAD
Outdoor Retailer - Summer 2018 - 69
Outdoor Retailer - Summer 2018 - #REPLIFE
Outdoor Retailer - Summer 2018 - 71
Outdoor Retailer - Summer 2018 - BACKSTORY
Outdoor Retailer - Summer 2018 - Cover3
Outdoor Retailer - Summer 2018 - Cover4
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