After all but losing spring 2020 to the pandemic, retailers and consumers alike are looking for gear to get excited about in 2021. So excited, in fact, that we decided to add their votes to our ranking of next season鈥檚 top products. Together, we鈥檝e pored over, narrowed down, and rated this year鈥檚 submissions to bring you the 50 most coveted products, ranked.

With all the supply chain disruptions and bleak sales during the pandemic, many brands and retailers are focused on selling through what鈥檚 currently in stock. So we opened up our TV50 nominations to select in-line products as well. They are indicated below with the label “Available Now.”

Breaking Down the Votes

How did we come up with this list? We received 359 submissions from 159 brands. Prices ranged from $2 (for a packet of energy gel) to $4,799 (for a kayak). We culled the list to the most interesting 65 products, then put these finalists out for a vote among three different user groups: our internal editorial team, a panel of retail shop owners, and consumers drawn from a group of superfans of BACKPACKER, our sister publication. Everyone voted on each product, assigning a rating from one (not interested) to ten (very interested).

Here are the top picks of each voter group.

TOP PICKS FOR RETAILERS: Big Agnes TwisterCane Pad; Nemo Roamer Double Sleeping Pad

TOP PICKS FOR CONSUMERS: PrimaLoft Gold with P.U.R.E. tech; Big Agnes TwisterCane Pad and Leatherman Free T4 (tie)

TOP PICKS FOR OUR EDITORIAL TEAM: PrimaLoft Gold with P.U.R.E. tech; Big Agnes Sidewinder bag

1. PrimaLoft Gold with P.U.R.E. Tech

$199 (for Patagonia Nano Puff Jacket, insulation pictured above)

THE PROMISE: This new synthetic insulation makes
a massive dent in carbon emissions.

THE DEETS: Patagonia鈥檚 Nano Puff will be the first jacket to feature the lightweight and highly compressible PrimaLoft Gold P.U.R.E. (Produced Using Reduced Emissions), a 100 percent recycled synthetic microfiber material. The production process saves roughly half the carbon emissions by binding the synthetic fill without heat, instead using an eco-friendly treatment to cure it with air.

2. Big Agnes Twister-Cane Bio Foam Pad

$50

THE PROMISE: This superlight pad (8 ounces) is made from sugarcane, not petroleum.

THE DEETS: For the first time, a closed-cell foam mat is made from renewable material grown with rainwater, reducing the industry鈥檚 dependence on EVA foam.

3. MSR Guardian Gravity Purifier

$250

THE PROMISE: Get pure water in minutes without breaking a sweat.

THE DEETS: The MSR Guardian Gravity Purifier uses two stages for purification. The hollow fiber technology removes viruses, bacteria, and protozoa, while the activated carbon reduces chemicals, tastes, and odors. The result: one liter of clean water in two minutes without any pumping. Bonus: no backflushing necessary, as the integrated purge valve does the work.

4. Leatherman FreeT4

$65; Available Now

THE PROMISE: Get a multitool with true one-handed operation.

THE DEETS: Twelve tools are accessible from the outside with simple magnetic聽closures, an architecture that eliminates fingernail use to deploy. Everything鈥攆rom the four screwdrivers to the bottle opener鈥攆it in this compact (3.6-inch) and light (4.3-ounce) package.

5. Osprey Aether/Aerial Plus 60L Packs

THE PROMISE: This updated version of a proven winner supports even heavier loads.

THE DEETS: The Plus version of the Aether (men鈥檚) and Ariel (women鈥檚) features a lighter frame that carries closer to the body to better stabilize heavy loads, yet remains breathable and comfortable. The lid detaches to convert into a daypack, or just to slim down the pack for shorter trips.

6. Primus Lite+

$115

THE PROMISE: Get a back- country stove for every kind of chef and every kind of meal.

THE DEETS: Versatility is the name of the game for the 16-ounce Lite+. It鈥檚 equally adept at quick-boiling (2:45 per half liter) and gentle simmering, plus it has a low center of gravity and even flame distribution. Bonus: includes a hanging kit.

7. Honey Stinger Protein Waffles

$27 (12 pack);聽Available Now

THE PROMISE: These snack waffles pack a protein punch.

THE DEETS: Now with ten grams of protein per pack, these anytime snacks aid muscle recovery and taste like a treat. Wild Berry or Apple Cinnamon filling is sandwiched between two thin, crisp waffles. Our taste testers keep asking for more.

8. BioLite HeadLamp 750

$100

THE PROMISE: It鈥檚 almost as bright as your car鈥檚 headlights yet weighs only five ounces.

THE DEETS: With six light modes, a burst option to briefly produce 750 lumens, and a 400-foot beam on max, this headlight screams safety and versatility. The battery lasts five hours using 500 lumens, but a full 100 hours on low, with an eight-hour reserve power mode and powerbank. Trail runners and mountaineers alike will love the constant brightness mode. Most lights using alkaline batteries dim, but the use of lithium batteries pre- vents the typical discharge curve and keeps the lumens in a steady state.

9. NEMO Roamer Double Sleeping Pad

$400

THE PROMISE: This plush pad for two is so comfy you just might forget that you鈥檙e camping.

THE DEETS: With four inches of open-cell foam and an R-value of six, this double-wide, self-inflating pad provides a deluxe mattress covered in soft, recycled polyester fabric. The included pump means speedy inflation.

10. Big Agnes Sidewinder SL

$280

THE PROMISE: It鈥檚 the ultimate sleeping bag for side sleepers.

THE DEETS: 70 percent of us sleep on our sides and now there鈥檚 a bag built
just for us. The Sidewinder contours to a side sleeper鈥檚 position while also allowing freedom of movement for rolling over. Even the foot box is contoured to the angle of the side sleeper鈥檚 feet. Body-mapped fill (650-fill DownTek with synthetic overlays near the hips and feet) optimizes warmth.

11. Klean Kanteen Food Boxes

$15-$60

THE PROMISE: These reusable, super-tough containers are ideal for storing snacks.

THE DEETS: Sold as a set or in three different sizes, these dishwasher-safe, stainless-steel storage containers don鈥檛 rust, shatter, or retain flavors (like plastic containers often do). The silicone lids are leak-proof and BPA-free, and the containers are sized for trail mix, sandwiches, or a whole picnic lunch.

12. PHOOZY Apollo II

$35;聽Available Now

THE PROMISE: Protect your phone in the wildest environments.

THE DEETS: If anything can protect your phone from the elements, it鈥檚 NASA space suit technology. The Phoozy combines a thick EVA foam with a patent-pending chromium thermal layer and UV coating that protects the battery from dying in the cold and overheating in the sun.聽The case is water-resistant and protects against drops up to eight feet.

13. POC Sports Tectal Race NFC聽SPIN Helmet

$250;聽Available Now

THE PROMISE: This helmet protects you during and after a biking accident.

THE DEETS: Thanks to a near-field communication (NFC) medical ID tag in the helmet, first responders can instantly read your medical profile via any NFC-enabled smartphone and use it to inform medical decisions when you鈥檙e unable to speak. The fully wrapped construction, combined with POC鈥檚 patent-pending SPIN (Shearing Pads Inside),聽silicone-injected pads, and precision straps, improves rotational impact and structural integrity, but the helmet still weighs less than 14 ounces.

14. Gregory Katmai/Kalmia 50-65L

$260 (55L)

THE PROMISE: This pack moves with your body to provide ultimate comfort.

THE DEETS: The Katmai (men鈥檚) and Kalmia (women鈥檚) packs feature a ventilated, suspended mesh backpanel that cradles your lower back for fit and comfort. The customizable 3D hipbelt hugs the body and decreases rubbing and hotspots.

15. Six Moon Designs Wild Owyhee 2P Tent

$600;聽Available Now

THE PROMISE: Even the tallest campers can sit up straight under this tarp tent.

THE DEETS: The dual-pole design affords 48 inches of headroom, and not just at the center point. Two doors and vestibules offer convenience, storage, and access. The No-See-Um mesh skirt perimeter provides full ventilation and bug protection, and of course you get complete rain protection, all for just one pound.

16. Patagonia Provisions Cacao + Mango Bar

$27 (12 pack);聽Available Now

THE PROMISE: This natural fruit bar breaks the granola bar mold.

THE DEETS: Our testers say these bars make you feel like you鈥檙e on a tropical island, thanks to the organic blend of sun-dried mangoes, cacao nibs, bananas, and almonds. The pocket-size聽bar delivers 140 calories.

17. Black Diamond Capitan MIPS Helmet $100

THE PROMISE: Maximum head protection doesn鈥檛 need to be hot, heavy, or uncomfortable.

THE DEETS: With a sleek, cradled fit and plentiful brain coverage, the Capitan is cool and comfortable without compromising noggin protection. The MIPS technology absorbs and redirects oblique impacts to the helmet.

18. SPOT Gen4 Satellite Messenger

$150

THE PROMISE: This one-way communication device聽stands up to the roughest elements.

THE DEETS: The newest SPOT Gen4 messenger has an upgraded outer casing and water-resistant rating (IP68), plus prolonged battery performance, all for less than four ounces. The new mapping option stores more than 50 waypoints for tracking.

19. Cusa Coffee

$6 (seven pack);聽Available Now

THE PROMISE:聽Get gourmet coffee on the go.

THE DEETS: Cusa took the instant tea world by storm a few years ago, and now it鈥檚 jumping into the instant coffee game. For cold or hot brew, just shake or stir with water for ten seconds to dissolve the blend. We got a sneak taste test and the verdict is thumbs up! Available in a variety of roasts and flavors.

20. Voormi Diversion Hoodie

$249;聽Available Now

THE PROMISE: It鈥檚 the cozy, stink-resistant hoodie you鈥檒l reach for over all the others.

THE DEETS: This 21.5-micron merino wool jacket is reinforced with nylon fibers and finished with a DWR coating to deliver protection against the elements. Features include integrated thumbholes, a chest pocket with a headphone port, and a relaxed fit.

21. LEKI Cross Trail 3A

$150

THE PROMISE: These poles are purpose-built for both trail running and backpacking.

THE DEETS: At just over a pound per pair, the three-section Cross Trail 3A is a light and strong aluminum-shafted pole with a glove-like grip/strap system to help runners sail down the trail or trekkers power up big climbs, all while keeping a relaxed hand.

22. HOKA One One Clifton Edge

$160

THE PROMISE: The unique heel geometry creates a聽smooth impact and an un- matched gliding sensation.

THE DEETS: The newest Hoka debuts a lighter top layer of midsole foam paired with a radically extended heel section to absorb heel strike forces. The weight is just 7.2 ounces per shoe with 26mm of cushion in the heel and 21mm in the forefoot.

23. Big Agnes Goosenest Inflatable Cot

$150

THE PROMISE: This inflatable camp cot (pictured upside down to show the structural design) gets you off the ground for comfortable snoozing and packs down small for easy transport.

THE DEETS: The perimeter tubes elevate it 8 inches off the ground and stabilize the sleeper in the middle of the cot, even on uneven ground. The antimicrobial treatments inside the chambers prevent mildew, odors, discoloration, and degradation. At less than three pounds, it transports easily.

24. Superfeet Trailblazer Comfort Insoles

$50;聽Available Now

THE PROMISE:聽Give your feet extra protection and comfort on the trail.

THE DEETS: This insole enhances the stability and comfort of any trail runner or boot and offers retailers a great upselling opportunity. Built with heel impact technology, shock-absorbing, dual-comfort foam, and a carbon-fiber stabilizer cap, these will turn the miles into smiles.

25. Therm-a-Rest聽Air Head Pillow

$43 – $48;聽Available Now

THE PROMISE: Get a better聽night鈥檚 sleep with this lofty but light synthetic pillow.

THE DEETS: Backpackers will hardly notice the extra 5.6 ounces, but they鈥檒l appreciate the comfort of this four-inch-thick baffled inflatable pillow after a long day. It comes in two sizes and is shaped to fit into the hood of a sleeping bag. The brushed polyester outer is machine washable.

26. Vasque Footwear Satoru Trail LT

$150

THE PROMISE: This minimalist shoe protects and supports like a midweight hiker.

THE DEETS: The Satoru Trail LT strips away everything but comfort and versatility. With zero drop for a natural stride and a one-piece molded mesh upper (no overlays, stitching, or glue), it鈥檚 lightweight but protective.

27. Cotopaxi Teca Calido Hooded Jacket

$150

THE PROMISE: A little bit casual, a little bit technical, this colorful jacket diverts scrap textile from the landfill.

THE DEETS: Made from a combination of repurposed and recycled materials, this two-ounce insulated wind- breaker is sure to pop off the rack. It鈥檚 also reversible. One side features Cotopaxi鈥檚 signature color-blocking; the other a more subdued solid hue.

28. Matador SEG42

$190;聽Available Now

THE PROMISE: This load hauler combines the best features of a backpack, duffle bag, and packing cubes into one.

THE DEETS: With five zippered compartments, this 42-liter travel bag keeps you organized. Carry it like a pack or stow away the shoulder straps and use the top or side straps for duffel duty. It鈥檚 carry-on compliant and the nylon shell is durable and water resistant.

29. GSI Outdoors Lite Cast Frypan

$29

THE PROMISE: Get cast-iron performance without the weight.

THE DEETS: Traditional cast iron fry pans are heavy, but, at three pounds, this thinner, ten-inch skillet is 30 percent lighter than most. The polished cooking surface prevents sticking and eases cleanup.

30. Smith Lowdown 2 CORE

$129;聽Available Now

THE PROMISE: Eco-conscious adventurers will wear these shades with pride.

THE DEETS: Created from recycled plastic bottles and castor oil plants, these are glasses you can feel good about. Even the microfiber bag comes from recycled single-use plastics. The polarized lenses reduce glare from sun and snow.

31. Kelty Grand Mesa

$130 (2P) / $190 (4P);聽Available Now

THE PROMISE: This spacious shelter won鈥檛 break your budget.

THE DEETS: Available in a two- or four-person version, this is an ideal three-season tent for entry-level backpackers. The color-coded corner pockets make setup a snap, and the large D-shaped single door and vestibule are roomy for easy entry/exit and gear storage.

32. Black Diamond Tag LT Shoe

$135

THE PROMISE: These approach shoes are so light and packable, they can send the route with you.

THE DEETS: The Tag LTs collapse readily into a flat package no bigger than their midsole, thanks to the two-way stretch polyester upper. A carry strap binds them together and the heel loop makes them a cinch to clip to your pack or harness once you reach the crag. They weigh 15 ounces per pair.

33. Danner Trail 2650 Campo

$140

THE PROMISE: This lightweight, breathable, and grippy low-cut hiker is built for hot, dry, and rocky terrain.

THE DEETS: The Campo鈥檚 EVA midsole provides welcome cushioning and drainage ports, while the Vibram outsole easily tackles the desert鈥檚 sandy and uneven surfaces. The mesh upper and multiple drainage ports in the toebox and heel provide airflow and breathability to beat the heat.

34. LifeStraw Go 1L

$45

THE PROMISE: Fill, filter, and drink with this affordable, all-in-one device.

THE DEETS: The lightweight, reusable LifeStraw Go 1L bottle has an internal membrane microfilter along with a carbon filter, which combine聽to remove bacteria, parasites, and harmful chemicals from up to 1,000 gallons of water.

35. Kurgo Tru-Fit Enhanced Strength Harness

$45;聽Available Now

THE PROMISE: Keep your best friend safe, both in the car and on the trail.

THE DEETS: This multitasking harness works for standard walking as well as for clipping your dog into your car鈥檚 seatbelt system for safe road tripping. With steel hardware and five points of adjustment, the harness passes crash tests designed for child restraints.

36. Helinox Incline Festival Chair

$120

THE PROMISE: It鈥檚 the ultimate festival chair.

THE DEETS: The DAC alloy frame offers stability and support, and the sliding front feet adjust the seat angle for optimal comfort and positioning. The broad, flat contact points minimize impact on festival grounds and without legs, the three-pound chair keeps a low profile, so you won鈥檛 block the action for people sitting behind you.

37. Merrell Moab Speed

$120

THE PROMISE: Merrell鈥檚 best-selling shoe just lost some weight.

THE DEETS: The trail running version of this popular shoe keeps a low profile and weighs just over a pound per pair. The hybrid design tackles varied terrain with a Vibram outsole, ten millimeter drop, layered mesh upper, and padded collar.

38. Hydro Flask Outdoor Kitchen Collection

$20 – $75

THE PROMISE: Kitchenware that鈥檚 ready to rough it, but sleek enough for fancy backyard cookouts.

THE DEETS: Eight pieces, including utensils, bowls, and lids, nest into a tote聽for easy portability. The stainless-steel construction is easy to clean and the double-wall vacuum insulation keeps foods hot or cold during travel.

39. Granite Gear聽Dagger 22L Pack

$100;聽Available Now

THE PROMISE: It鈥檚 the ideal pack for ambitious dayhikers.

THE DEETS: The Dagger utilizes Granite Gear鈥檚 arch system to anchor the frame
to the hipbelt and distribute the load evenly. The 22-liter nylon packbag fits day trip essentials inside, but the stretch side and front pockets give it a little extra capacity.

40. Deuter Future Air Trek 50 + 10L

$250

THE PROMISE: This pack鈥檚 calling card is versatility.

THE DEETS: One pack for all: The ventilated mesh back and fit system adjusts to any body shape or size, while the detachable toplid lets you add or subtract volume. A U-shaped front zipper means you can get to any part of the pack quickly and easily. And a roomy side pocket is big enough for a hydration bladder.

41. Sierra Designs Nightcap

35掳F $150 / 20掳F $170

THE PROMISE: This zipperless bag is built with salvaged materials.

THE DEETS: Recycled, post-industrial fabrics that would otherwise go to waste form the 20-denier ripstop nylon shell, while the synthetic insulation is sourced from recycled water bottles. The bag has a self-sealing foot vent and an integrated pad sleeve.

42. Karukinka Tase

$329;聽Available Now

THE PROMISE: This will be the midlayer you reach for time and again.

THE DEETS: Combining three types of wool鈥攁lpaca, llama, and merino鈥攊nto a single fabric is exciting, but comes at a high price point. All these cold-weather fibers have the overlapping benefits of wicking moisture and staying warm when wet, but the longer fibers of merino increase durability. Alpaca and llama fibers are hollow, contributing to the fast-drying and moisture-wicking performance.

43. 国产吃瓜黑料 Inside Explorer Essential Kit

$50

THE PROMISE: This kit is perfect for any kid who dreams of adventuring.

THE DEETS: Get your kids started early and safely with these essentials for exploring the great outdoors, whether it鈥檚 the backyard or the backcountry. The set includes a pair of binoculars, a legit orienteering compass, LED flashlight, a four-in-one whistle/thermometer, instructions, and a protective carrying pouch.

44. Bogs Footwear Kicker

$45

THE PROMISE: Life hack for parents: These eco-friendly, closed-toed kids鈥� shoes are easy on, easy off, and machine washable.

THE DEETS: Kids can use and abuse these shoes, all while keeping their feet dry, sweat-free, and less stinky. The new Bloom insoles come from algae blooms, which are dried into flakes and mixed with EVA to create a comfortable footbed, while also cleaning up water habitats.

45. Moon Fab聽Moon Shade

$350;聽Available Now

THE PROMISE: Versatile attachment hardware makes it easy to create ample shade whenever and wherever you need it.

THE DEETS: This portable, 420-denier polyester awning can attach to any vehicle or door frame (with heavy-duty suction cups) or even mount to trees, fences, and railings. When deployed, there鈥檚 nine by seven feet of coverage with UV protection and reflective coating. At eight pounds (including its own carrying case), it can easily go from ball games to campgrounds.

46. Odlo Active F-DRY Light Eco Sports Baselayer

$45

THE PROMISE: This fast-dry- ing tee is ideal for serious aerobic activity.

THE DEETS: Combining polypropylene with recycled polyester, this short-sleeved baselayer has a push-pull effect to regulate body temperature and keeps you smelling like a rose. And it鈥檚 ultralight at less than half an ounce.

47. EDELRID Tommy Caldwell Eco Dry CT 9.3 Rope

$300-$380

THE PROMISE: It鈥檚 a rope as eco-conscious as Tommy Caldwell himself, with the first and only dry treatment that鈥檚 safer for the environment.

THE DEETS: Available in three lengths with a 9.3-mm diameter, the rope coils without tangles and has extreme abrasion resistance. The bi-color sheath makes finding the middle a cinch. And the Eco Dry 100 percent PFC core and sheath dry treatment are free of the fluorochemicals commonly used to provide water- and stain-resistance to climbing ropes.

48. Level Six Freya Drysuit

$900

THE PROMISE: This women鈥檚 drysuit has a unique rear access so she can answer nature鈥檚 calls, quickly.

THE DEETS: The zipper for the rear relief area is designed to be non-irritating when paddling in a kayak, sitting on a raft, or standing up on a paddleboard鈥攕o basically comfortable all the time. The waterproof/breathable fabric is articulated for unrestricted movement, with reinforced knees and elbows聽for durability. The adjustable waistband system provides a precise fit.

49. MTHD Traverse Trail Run Short

$95

THE PROMISE: These men鈥檚 shorts are built to beat friction and irritation.

THE DEETS: A stretchy, 20-denier nylon paired with an underlying Polartec Power Dry polyester built-in boxer brief grants the flexibility and breathability runners need. A Polartec NeoShell pocket keeps your phone protected from sweat even while you鈥檙e Strava-ing a full day.

KEEN Ridge Flex Mid*

$170

THE PROMISE: These boots actually make hiking easier.

THE DEETS: KEEN says that the pliable TPU inserts at key flex points (across the forefoot and at the Achilles heel) in this midweight hiker require 60 percent less energy to bend. That saves energy and combats foot fatigue, but it also nixes break-in times and improves durability, as leather tends to break down earlier at flex points.

*This last-minute entry missed our deadline for voting but we love the innovation and suspect it would have scored well, so we鈥檙e including it here without a ranking.聽

The post The Voice 50: The Hottest Gear of Next Season appeared first on 国产吃瓜黑料 Online.

In 1992, I was hired as the first black independent sales representative for The North Face (TNF). Back then, TNF was privately owned and headquartered in Berkeley, California. On the way home from my very first sales meeting, I happened to bump into the company president, Bill Werlin, at the United ticket counter at the Oakland Airport.

鈥淗e鈥檚 with me,鈥� Werlin said to the agent as I handed over my checked bag. In those days it was free. With a few clicks of her keyboard the woman exchanged my coach reservation for an upgraded seat next to my new boss in first class. 鈥淗ere you go,鈥� she said. 鈥淗ave a nice flight.鈥�

As a freshly minted junior executive, I was pretty excited to have that kind of one-on-one time with the top of senior management. For almost three hours, as we sipped glasses of white wine paired with rosemary roasted chicken over wild rice, we talked about my plans to sell our products across my six-state territory in the Midwest. He seemed impressed by my apparent lack of fear over meeting a seven-figure sales goal by the end of the year. 鈥淚 can only imagine what it must be like for you out there,鈥� he said. 鈥淚 just want you to know I think you鈥檒l do a great job.鈥�

That was pretty much all the encouragement I needed to succeed. I felt like I was part of a great team and I was given every opportunity to grow business for TNF from Chicago to St. Louis, Milwaukee to Minneapolis. But when I started pressing the company to expand its outreach to include people of color, I was met with resistance. By 1993, Bill Werlin had left TNF and would later become the general manager of Patagonia in Japan. Under new management, and in the midst of flagging sales and an impending bankruptcy, the company felt the best strategy was a top-down media campaign to promote its high-profile expeditions on Mount Everest and the many talented, exclusively white, mostly male alpinists who made up the outward face of the company.

At the same time, however, there was also a growing interest in our products among communities of color. I was psyched! Hip hop artists were wearing TNF down jackets with Timberland boots in concerts and in videos on MTV. Black folks were embracing outdoor clothing as high fashion. But at a TNF sales meeting, when I suggested that we reach out to affluent consumers of color, like those who attend the high-energy, mostly black National Brotherhood of Skiers Summits, I was told in no uncertain terms, 鈥淛ames, that鈥檚 just not our market.鈥�

Opportunities Ignored, Progress Denied

For the rest of the decade through the end of the 20th century, most companies in the outdoor industry followed TNF鈥檚 lead. They followed the money. The North Face emerged from bankruptcy to reaffirm an image of the great outdoors that was affluent, sophisticated, rugged, and incredibly white. Marketing campaigns from companies like Sierra Designs, Mountain Hardwear, Patagonia, Columbia, and Marmot projected this image that was reinforced by the editorial prowess of magazines including 国产吃瓜黑料, Backpacker, Rock & Ice, and Alpinist. These media messages were virtually devoid of people of color. And though Black and Brown folks were never explicitly discouraged from becoming more active participants in pastimes such as camping, hiking, kayaking, and backcountry skiing, there was really no concerted effort within the outdoor industry to encourage or welcome them to become part of this exciting business. Few senior executives seemed willing to make room in the first-class cabin to bring aboard a new generation of outdoor professionals, many of whom might have been people of color.

That鈥檚 why today, as several of these same companies make bold statements to declare their commitment to diversity, equity, and inclusion, I am naturally skeptical.

A Revised History Doomed to Repeat Itself

The recent violent deaths of Ahmaud Arbery, Breonna Taylor, George Floyd, and other Black Americans have compelled many to use their influence to work toward substantive social change. Though I don鈥檛 doubt the sincerity of my many friends and colleagues throughout the industry to do the right thing, I wonder if this newfound desire to stand up against racism will truly last.

Recently VF Corporation president Steve Rendle says that at his company, which now owns The North Face, 鈥淩acism is not welcome鈥t never has been and it never will be.鈥� I know from personal experience that statement, at least as far as TNF is concerned, isn鈥檛 true. Racism is not limited to acts of physical violence or the segregation of lunch counters and drinking fountains. Racism can also include the failure of a company or an entire industry to create a professional environment in which everyone is welcome and encouraged to participate.

A few days ago, Timberland, another VF Company, re-released an ad from 1993 that affirms its intention to 鈥淕ive Racism The Boot.鈥� The message shared on social media is an effort to illustrate the shoe brand鈥檚 long legacy of social justice. But those of us paying attention at the time may recall that this ad was met with more than a little skepticism. Senior management had freely admitted that it was a naked attempt to reluctantly court an emerging 鈥渦rban鈥� market of young consumers.

“If you hear that hip-hop kids are wearing Timberland boots and women are wearing Timberland boots with sun dresses at a Donna Karan fashion show, that’s coin in current dollars. But how in the world is that sustainable?” said Jeffrey Swartz, then Timberland鈥檚 executive vice president and grandson of the company’s founder, as quoted in the New York Times.

鈥淢r. Swartz flatly denied any plan to dissociate his company’s name from young, black and Hispanic consumers in America’s inner cities for the sake of the company’s image,鈥� wrote Times reporter Michel Marriott. 鈥淚n fact, he said he was pleased that a new market had sprung on its own. 鈥楾heir money spends good,鈥� he says. But he also stressed his position that public taste is fickle and that he was not going to 鈥榖uild his business on smoke.鈥欌��

This very cynical view of America鈥檚 youth culture of 1990s, which was heavily influenced by the rise of hip hop, was common among many outdoor-facing brands. Despite a growing affection among people of color for down, fleece, Gore-Tex and other technical fabrics, the outdoor industry wanted nothing to do with them, except to take their money.

“The youth market came after us,” said Jason Russell, then the director of marketing for Carhartt, to the Times. 鈥溾�橣ine, they like to wear what we make. But we will never go after that market aggressively.鈥� To do that, Mr. Russell added, 鈥榳e would be walking away from our roots.鈥欌��

I鈥檝e been in this business long enough now to see a bit of our history repeating itself. How much of our current interest in diversity, equity, and inclusion is a response to the existential threat of losing a share of a growing market largely comprised of Black and Brown people? Are we truly prepared to deny the white-male-dominated roots for our past to embrace a new demographic of consumers that include the plus sized, the disabled, the indigenous, those who don鈥檛 speak English, members of the LGBTQ+ community, and other marginalized people?

If we鈥檙e serious about addressing issues of DEI, we must do more than just declare that Black Lives Matter. We have to deliberately and explicitly create opportunities for people from all walks of life to not only succeed in the outdoor industry but to thrive. Each of us must be prepared to make room in the first-class cabin and in the C suites. We might even have to give up our seats. The ride in coach is just as good, as long as we all get to where we鈥檙e going together. Otherwise, any efforts to move forward may as well be built on smoke.

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As Clint Pumphrey sifted through stacks of outdoor brands’ old catalogs, he came across products he’s never seen before鈥攑roducts that have faded into gear manufacturers’ pasts, with some never to be worn again. In a 1978 Marmot catalog, a full-page picture shows a cyclist聽glowing in the dark in a “Night Rider” reflective windsuit.

“It’s a product that demonstrates how the equipment we use today is the result of a decades-long process of trial-and-error, innovation, and reaction to changing consumer preferences,” Pumphrey, a manuscripts curator at Utah State University, said.

“At the same time, some things in these catalogs are more familiar, like the abundance of red-laced, brown hiking boots in the 1977 REI catalog,” he said. “It goes to show that in some ways, style and design can be enduring, or at least cyclical, as well.”

But those products will live on. In a joint effort with Utah State’s聽Outdoor Product Development and Design program, the school’s聽Special Collections and Archives department is building a research collection for scholars and enthusiasts of outdoor recreation’s history to enjoy the same discoveries Pumphrey has in pulling together the library.

The collection currently includes around 1,300 outdoor product catalogs dating from the early 1900s to the early 2000s, published by dozens of existing and defunct outdoor gear manufacturers and retailers鈥攆rom Chouinard Equipment to Sierra Designs to L.L. Bean.

“With its explosive growth over the last few decades, the outdoor industry has firmly positioned itself as a significant part of the commercial, environmental, and social fabric of the country, and nowhere is that more evident than here in the West,” Pumphrey said.

The Outdoor Industry鈥檚 Past, Preserved

Marmot’s 1978 Catalog

The “Night Rider” cycle jacket helped cyclists to “be seen at night.”

REI’s 1985 Catalog

Winter spirit was alive in ’85, with REI selling jackets, tents, and more.

Chouinard’s 1964 Catalog

A history of firsts from Chouinard, including a Chouinard carabiner from 1957 and Chouinard stoppers from 1972.

Marmot Catalog from After 1985

Ultralight was in even back then.

The school is hoping to expand beyond catalogs to supplement the collection with other published materials鈥攐utdoor recreation guides and publications鈥攁s well as unpublished items鈥� correspondence, field journals, reports, photographs, and more.

As a public institution, Utah State is making the collections accessible to anyone in the community. Students in the OPDD program鈥攖he next generation of gear makers鈥攚ill also have access to the historical records for projects and inspiration for the future.

“We see an opportunity to preserve the history and heritage of outdoor products that not only the industry will be able to enjoy as it’s safely preserved in a neutral site, but our students who will be the future designers of the industry will have the opportunity to study influential brands, designs, and products and develop an appreciation for the industry’s heritage into the future,” OPDD program coordinator Chase Anderson said. “We see a real opportunity for the legacy of brands, products, and individuals to live on in the future designers of the industry coming out of our program.”

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We, the independent specialty retail shops, did all the legwork to create these customers. Without us, these companies wouldn’t be here. I鈥檓 not sure there are many vendors that could survive without us, so I鈥檓 trying to help vendors balance capitalizing on the opportunities that direct-to-consumer sales have without undermining our ability to build that relationship with the consumer and profit on our inventory.

What outdoor specialty does the best is introduce people to products. You have consumers who don鈥檛 know anything about a new category, if they鈥檝e invented a new kind of shoe or a new old fabric in the case of wool from Icebreaker. It took a tremendous amount of work on the part of a big retail network in America to put Icebreaker products into people鈥檚 hands and help people see the value in it. Growing a brand from its infancy to the point where it has relatively broad market awareness is something that retail stores are still going to do better than selling direct to consumers online.

We sell consumers on the brand, but we have a very limited assortment of it because it鈥檚 hard for small retailers to pioneer a brand and you can鈥檛 buy all of the available products and colors. So you introduce people to this new brand and eventually they go, 鈥淚 wonder what else there is?鈥� And that consumer ends up going to their website to look at the product breadth that we don鈥檛 have.

Immediately after consumers engage with their website, vendors hammer that consumer with email blasts and specials like free shipping and throwing in a pair of gloves or a free hat. They really work to steal that customer away from us.

Ibex is another serious offender. We essentially create the brand disciple and they steal them. I don鈥檛 think a company like Ibex could survive without direct-to-consumer business, but I also don鈥檛 think they ever would have been able to get off the ground by only doing direct-to-consumer business. We鈥檙e not going to win every battle, but if Ibex continues to do business that way, it鈥檚 going to be harder and harder for retailers to support them.

I recently threatened to drop Scarpa, one of the most important brands in backcountry skiing. By far, Scarpa has been the best telemark and alpine touring boot manufacturer to work with in my career, so why would I sever the relationship? Vendor partners are now our fiercest competitors. This year, it started with a free hoody if you bought boots from them, some free freight promos and then the now-common 鈥渇riends and family pro sale.鈥� In the days leading to Christmas, a group of vendors opened up the pro sales departments and wholesale pricing to all friends and family of legit pros. Scarpa, along with 33 other vendors, including Osprey, Cascade Designs, Rab, La Sportiva, Petzl, MSR, BCA, Mountain Hardwear, and Sierra Designs participated in this sales extravaganza run by Outdoor Prolink.

Outdoor Prolink’s homepage. (Screenshot: Todd Frank)

When I asked Scarpa to give me a reason why they did it, the simple answer was 鈥渕oney.鈥� They primarily sell a product that needs to be custom fit by a professional with the tools to do it. We have done thousands of boot fittings here over the last 18 years, and we are pretty good at it. Why would I want to do business with a brand that actively sells a product that needs my expertise to fit properly when that business aggressively under cuts what I can sell it for? Five years ago, I would have howled and said because they have the best boots. Now, there are seven or eight other vendors that have absolutely amazing product, too. (Editor鈥檚 note: To Scarpa’s credit, since receiving similar feedback from several retailers they have committed to no longer doing friends and family promotions.)

If we all have to pay the price of a problem equally, it will stop vendors from pushing direct-to-consumer sales and taking business away from us. They鈥檙e always going to have a better assortment than we do, and they can鈥檛 really fix that piece of it. But what they can do is work with us to make sure we can sell the product we stock profitably throughout the whole season. So I鈥檓 asking the vendors to come to us with creative ideas.

I just had an experience with a major vendor in the apparel industry who went off price on their web direct-to-consumer business in clear violation of their own policy that said 鈥淲e鈥檒l hold price until this point in time.鈥� For reasons that are all legitimate, they couldn鈥檛 wait. I went to the vendor and I said, 鈥淚 think you owe me some markdown credits. You didn鈥檛 go by the policy you鈥檙e asking me to go by.鈥� They were pretty happy to do it. That needs to happen on more levels.

Until a vendor is affected by the final transaction with the end consumer buying their product, they鈥檙e not going to change the way they do it. So I鈥檓 looking for more partnerships with vendors who are willing to do things like manage excess inventory, share costs, take product back, trade product out, use markdown credits, or simply guarantee a sustained margin. The only way we鈥檙e going to change vendors鈥� behavior is with our checkbooks, so I can鈥檛 keep saying to people, 鈥淵ou have to change the way you鈥檙e doing business,鈥� and continue to buy 10 percent more than I did last year. At some point I just have to get up from the table and say, 鈥淲e鈥檙e done.鈥� They鈥檝e got to feel the pain a little bit, and until they feel the pain, there鈥檚 no motivation for any change in behavior.

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