Outdoor Retailer - January 2021 - 15

The text accompanying the video reads: " On
the night of Nov. 27, 2020, at about 8:30 p.m.,
our team removed the Utah Monolith. We will
not be including any other information, answers, or insight at this time. "
" I'm totally the person (who removed
it), " Lewis says. " It's a bigger story ... this is
bigger than anyone can
think. It's about a distraction from what is
actually happening in
the desert. We did this
for no other reason than
positivity. We are artists
ourselves. " On social
media, Lewis claimed
his motives to remove
the art were to protect
the fragile area where
it was found and create
a dialogue about " land
management techniques and the importance of the natural world, its native people,
plants, and inhabitants. " He continued, " It
was a tragedy to remove the Utah Monolith
... and we do apologize. "
The Bureau of Land Management confirmed the removal of the illegally installed

steel structure and also addressed the problems it caused, stating: " Visitors who flocked
to the site parked on vegetation and left behind
human waste as evidence of their visit. "
Posting from Moab on Dec. 21, Lewis
showed a video of the monolith upright in
what appeared to be someone's backyard.
Other than faint markings on it, likely left over
from transportation, it
was shining in the sun,
just as it had stood undisturbed in the desert.
After checking with his
lawyers, and in a post to
his 370,000 Instagram
followers, Lewis wrote:
" We took it because it
was leading to irreparable damage to the area;
permanently-but the
idea behind the art-as well as the art, was
beautiful. We also had heard about plans to
completely destroy it that night. " His post continued, stating that the monolith is now in the
Bureau of Land Management's possession,
and there will be a full investigation into how it
got placed where it was and why.

" VISITORS WHO
FLOCKED TO THE
SITE PARKED ON
VEGETATION AND
LEFT BEHIND
HUMAN WASTE
AS EVIDENCE OF
THEIR VISIT. "

SHEAR SUSTAINABILITY
Icebreaker pledges zero plastic by 2023.
Icebreaker will be cutting the remaining plastic
materials from its line in order to become plasticfree by 2023. Since Icebreaker's core fabric is
wool, the company is already fairly close to this
goal: According to its latest transparency report,
87% of the materials the company uses come
from natural sources. Icebreaker already has
a 100% merino line that includes base layers,
sweaters, and even a jacket.
The remaining 13% comes mostly from polyester, nylon, and Lycra in products ranging from
underwear and socks to outerwear. " To achieve
this goal, we will need to make bold and sometimes tough decisions, but we know this is what
our consumers are looking for and what, more
than ever, our planet needs, " says Carla Murphy,
Icebreaker's vice president for global brand and
product. -Jenn Fields

From top: Courtesy Icebreaker, Courtesy Meet Me West

YES, NATURE IS COOL
A new Colorado apparel brand looks to spread a message of
stoke and inclusion.
Kaytlyn Gilner, who holds a degree in international relations and has
worked in lighting sales-but at heart loves the outdoors-put out an introduction on the Basecamp Outdoor Jobs and More group on Facebook
last year. Soon she was working as an intern for The Daily at Outdoor
Retailer last January. Now, she is introducing an apparel brand she hopes
inspires more people to get outside, appreciate nature, and promote
community and inclusivity. Her fledgling effort Meet Me West (meetmewest.com) is a local Denver brand that currently offers tees, hats, hoodies,
and mugs with inspirational messages like " Nature Is Cool. "
" Now more than ever during these challenging times, it is important
we find alternative ways of staying active and connected, " says Gilner,
who also works to promote the Backcountry Film Festival. " Meet Me
West's goal is to inspire, motivate, and cultivate positive experiences
in nature. Whether you're a hardcore outdoor enthusiast, enjoy taking
walks in the park, or even just want to sit around a campfire-there is
something here for everyone. " -Doug Schnitzspahn

Meet Me West
feels at home
in the wild.

January 2021/ OUTDOOR RETAILER 15


https://www.icebreaker.com/en-us/home http://meetmewest.com http://meetmewest.com

Outdoor Retailer - January 2021

Table of Contents for the Digital Edition of Outdoor Retailer - January 2021

Outdoor Retailer - January 2021
CONTENTS
THE PULSE
HEADLINES
MARKETING
BIG PICTURE
RETAIL 101
CASE STUDY
IDEAS
THOUGHT LEADER
INSIGHT
PERSPECTIVE
RESEARCH AND RESOURCES
FOLLOW THESE ACTIVISTS
UNDER PRESSURE
THE WINTER SHOW GUIDE
BREAD + BUTTER
GEAR GALLERY
HOT PICKS
THE VIEW
FIELD NOTES
#SHOPLIFE
#REPLIFE
BACKSTORY
Outdoor Retailer - January 2021 - Outdoor Retailer - January 2021
Outdoor Retailer - January 2021 - Cover2
Outdoor Retailer - January 2021 - 3
Outdoor Retailer - January 2021 - CONTENTS
Outdoor Retailer - January 2021 - 5
Outdoor Retailer - January 2021 - 6
Outdoor Retailer - January 2021 - 7
Outdoor Retailer - January 2021 - 8
Outdoor Retailer - January 2021 - 9
Outdoor Retailer - January 2021 - 10
Outdoor Retailer - January 2021 - THE PULSE
Outdoor Retailer - January 2021 - HEADLINES
Outdoor Retailer - January 2021 - 13
Outdoor Retailer - January 2021 - 14
Outdoor Retailer - January 2021 - 15
Outdoor Retailer - January 2021 - 16
Outdoor Retailer - January 2021 - 17
Outdoor Retailer - January 2021 - MARKETING
Outdoor Retailer - January 2021 - BIG PICTURE
Outdoor Retailer - January 2021 - RETAIL 101
Outdoor Retailer - January 2021 - 21
Outdoor Retailer - January 2021 - CASE STUDY
Outdoor Retailer - January 2021 - 23
Outdoor Retailer - January 2021 - 24
Outdoor Retailer - January 2021 - 25
Outdoor Retailer - January 2021 - IDEAS
Outdoor Retailer - January 2021 - THOUGHT LEADER
Outdoor Retailer - January 2021 - INSIGHT
Outdoor Retailer - January 2021 - 29
Outdoor Retailer - January 2021 - PERSPECTIVE
Outdoor Retailer - January 2021 - 31
Outdoor Retailer - January 2021 - RESEARCH AND RESOURCES
Outdoor Retailer - January 2021 - 33
Outdoor Retailer - January 2021 - FOLLOW THESE ACTIVISTS
Outdoor Retailer - January 2021 - 35
Outdoor Retailer - January 2021 - 36
Outdoor Retailer - January 2021 - 37
Outdoor Retailer - January 2021 - 38
Outdoor Retailer - January 2021 - 39
Outdoor Retailer - January 2021 - 40
Outdoor Retailer - January 2021 - 41
Outdoor Retailer - January 2021 - UNDER PRESSURE
Outdoor Retailer - January 2021 - 43
Outdoor Retailer - January 2021 - THE WINTER SHOW GUIDE
Outdoor Retailer - January 2021 - 45
Outdoor Retailer - January 2021 - 46
Outdoor Retailer - January 2021 - 47
Outdoor Retailer - January 2021 - 48
Outdoor Retailer - January 2021 - 49
Outdoor Retailer - January 2021 - 50
Outdoor Retailer - January 2021 - 51
Outdoor Retailer - January 2021 - 52
Outdoor Retailer - January 2021 - 53
Outdoor Retailer - January 2021 - 54
Outdoor Retailer - January 2021 - 55
Outdoor Retailer - January 2021 - BREAD + BUTTER
Outdoor Retailer - January 2021 - GEAR GALLERY
Outdoor Retailer - January 2021 - 58
Outdoor Retailer - January 2021 - 59
Outdoor Retailer - January 2021 - 60
Outdoor Retailer - January 2021 - 61
Outdoor Retailer - January 2021 - 62
Outdoor Retailer - January 2021 - 63
Outdoor Retailer - January 2021 - HOT PICKS
Outdoor Retailer - January 2021 - 65
Outdoor Retailer - January 2021 - 66
Outdoor Retailer - January 2021 - 67
Outdoor Retailer - January 2021 - THE VIEW
Outdoor Retailer - January 2021 - 69
Outdoor Retailer - January 2021 - 70
Outdoor Retailer - January 2021 - 71
Outdoor Retailer - January 2021 - 72
Outdoor Retailer - January 2021 - 73
Outdoor Retailer - January 2021 - FIELD NOTES
Outdoor Retailer - January 2021 - #SHOPLIFE
Outdoor Retailer - January 2021 - #REPLIFE
Outdoor Retailer - January 2021 - 77
Outdoor Retailer - January 2021 - BACKSTORY
Outdoor Retailer - January 2021 - Cover3
Outdoor Retailer - January 2021 - Cover4
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