Outdoor Retailer - Summer 2018 - 49

Feature .03
in evo's three stores in Seattle, Portland, and
Denver. While the company started as an online ski and snowboard seller, evo has evolved
into a cultural force, with sprawling urban locations serving as downtown hubs for the outdoor
community. So it made sense to try out some
urban-type apparel offerings. "We have the customers there for the products on the street and
apparel side," Osborn says. "We weren't 100 percent sure how customers would react to it, but
it's done very well. There are not a lot of people
in that hybrid technical space, and we wanted
to do something with our own stamp."
Last year evo forged a baselayer line with
Russell, who recently launched Ridge Merino
after a decade as a designer at Armada. Evo did
not want to go down the discounted path with
its first branded merchandise. It was seeking to
create a premium brand in the baselayer market. The evo Ridgetop collection is not priced
at the high-end, but not at the low-end either.
"Right at that sweet spot," Osborn says.
The company donates two percent of its
branded gear sales to organizations in Denver,
Seattle, and Portland that help underserved
kids get outdoors. That percentage, as well
as annual customer-directed grants and in-

someone out," Osborn says. "That is not our
M.O., however."
The takeaway? Evo is built on offering a oneof-a-kind selection of outdoor items that are not
readily available anywhere else. "Our own private-label-branded product line is yet another
way for us to have that curated, unique assortment of products," Gephart says.
"This was just born out of selfishness."

IRON AND RESIN
VENTURA, CA, FOUNDED 2012

ANCHORED IN HANDCRAFTED PRODUCTS
that reflect the founders' passion for surfing,
motorcycle riding, and playing in the outdoors,
Iron and Resin was born from a pretty simple
idea. "We build things that solve a problem in
our own lifestyle," says co-founder Thom Hill,
whose Iron and Resin has grown from a single store in southern California to three stores
and branded products in about 200 boutiques
around the country. There just wasn't a brand
that fit Hill's needs as a throttle-twisting, skating, surfing dude with a yen for looking good.
"We had outgrown the action sports brands

"IF YOU ARE GOING TO SURVIVE IN RETAIL AT ALL, THERE HAS
TO BE SOME SORT OF EXPERIENCE IN YOUR STORE.
IF YOU DON'T DO THAT, YOU'RE JUST DEAD IN THE WATER."

Courtesy Thom Hill

-THOM HILL, IRON AND RESIN

cart donations from shoppers, support programs like Big City Mountaineers, Chill, SOS
Outreach, and Stoked. Osborn thinks that robust giving-back program helps evo make even
stronger connections with customers.
The new evo-branded products are not competing head-to-head with existing brands that
have fueled evo's growth, either. "If we were
worried about undercutting brands and product areas, we would be very cautious. But we
think there's a fair amount of space in the market, and the areas we are working in are not negatively impacting brands who are our important partners," Osborn says.
Private label isn't always innocuous though.
The heaviest of hitters, Amazon, has a strong
and growing collection of its own branded
products. "Frankly I would be very worried if
I was a vendor selling on Amazon because it's
not outside the realm of possibility for them to
use their customer data...to move in and push

and the outdoor brands that were available.
They were either too techy or too worky," Hill
says. "This was just born out of selfishness."
What started with a store carrying products
Hill and partner Jackson Chandler liked became a brand. The original store in Ventura,
California, has spilled into shops in Venice
and San Francisco, each serving as community hubs and stocked with one-of-a-kind clothing and goods. That collection expands just
about every time Hill or Chandler go looking
for something they need.
"Being a lifestyle brand, no category is off
limits. Say we needed a bag that fits our aesthetic and our purpose and there isn't anything out there, we will design and build it,"
Hill says. Hill is a fan of double-knee canvas
pants. But everything he found out there was
too baggy or tailored for working. "So we tailored something more to our fit and style with
the features we wanted in a pant," Hill says.
The way he sees it, thriving in retail is a
balance of offering distinct brands in stores
that throb with unique events and activities
that make it a part of a community. "As a boutique retailer you have got to have your own
brand in there and it's got to be front and center-and not just for the margins you need
to survive in today's retail," Hill says. "If you
are going to survive in retail at all, there has
to be some sort of experience in your store.
If you don't do that, you're just dead in the
water." O.R.
THE BRANDING IRON
Iron and Resin's Thom Hilll
(pictured) and partner
Jackson Chandler built the
retail store's private-label
apparel to fit the shop's
unique style.

Summer 2018 / OUTDOOR RETAILER 49



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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