RANGE Magazine by RANGE

Issue One

Summer 2014

RANGE

SUMMER 2014

Hi, This is RANGE Magazine. We are a creative bunch of atypical, open-air enthusiasts from all walks of life. Our genuine intention is to offer an alternative, design-driven voice to the outdoor industry by calling attention to ON

THE

COVER

DUNES

the brands, designers, photographers and storytellers

BRIAN MERRIAM

doing their thing and doing it well.

RANGE is inspired by the concept of “flying your

B E H E R E NOW 06 CORDURA®: FA S H I O N + F U N C T I O N V I CTO RY P R E S S S H R E D S A M E R I CA ! 08 MADE-IN-USA YO N D E R J O U R N A L : W E S T E R N R E C R E AT I O N 09 KEEN: DO MORE + DESIGN BETTER 10 SOUTH OF NOWH E R E 12 VENTURE OUT @ ORSM 13 P I R AT E R A D I O B E S T H AT S E V E R ! 14 SIERRA DESIGNS 15 R E V I VA L R E T U R N

you want to live and doing what you love everyday. Historically associated with exploration and identity, the flag marks new territory or signifies a goal has been reached. To us, it represents a personal achievement: finishing a weekly to-do list, getting lost in the woods, or meeting friends for a sunset bike ride. These small victories shape us as individuals and keep us thirsty for more. One thing we can all agree on is that we are bound to each other by an indescribable need to explore. On mountains or trails, in oceans or rivers, alone, in groups, with pets, or without pants. It doesn’t

16 THE EDIT

matter. As long as you love the outdoors, we

17 OUTDOOR TRENDZ 18 A R E YO U N O R M C O R E OR OUTDOOR?

COLLAGE

own flag,” which basically means living the life

J O N AT H A N C A M M I S A

welcome you to join us. We’ll meet you where creativity and adventure cross paths. — Jeanine Pesce, Editorial Director

RANGE

very major company in the world

obvious, but simple isn’t easy. In fact, it’s

uses some form of trend anal-

one of the most challenging qualities to

ysis to inform their design and

achieve, especially from a design perspec-

strategy, but are they using it the right

tive. The solution to this, at least in our

way? Are we forecasting so far ahead that

opinion, is to be a “now-ist.” Instead of

we are missing what’s “new” right now?

trying to capture the next trend du jour,

Trend represents new-

take a snapshot and trim the fat. If we

ness within the market,

were running for office, our slogan would

taking something that ex-

be “designing better product now instead

ists, whether it is a physi-

of chasing trends tomorrow.”

cal product or a marketing concept, and reinterpreting it with a fresh, modern

“You’ve got the purists, the loyal

perspective. The big question: how do

soldiers of the outdoors that have

we make sense of something so intangible? The irony is that many makers

shaped the foundation of the

of the outdoor gear we know and love

industry for the last 20, 30, 50 years,

are in constant pursuit of the next big

and then you’ve got this emerging

thing. It’s an obsession, and too often

younger generation. The youth, some

the industry loses sight of what is actually happening right NOW. It’s really rad

of them definitely posers, are co-

that at some point everything, including

opting an outdoor look and forcing

personal hygiene products, will be 3D

a more urbanized industry shift. Not

printed to perfection, but why can’t we

downstream, certainly not upstream,

make a simple t-shirt that fits the right

but just plain old mainstream.”

way? Or a hardshell that doesn’t make you look like a thumb? Buzzwords like “luxe,” “minimal,” “natu-

So what’s everyone’s favorite trend to

ral” and “romantic” are making the rounds

chase? It’s millennials by a landslide. You’ve

in every office, but are they really making

got the purists, the loyal soldiers of the out-

an impact on product, especially func-

doors that have shaped the foundation of

tional product, at retail? The stories and

the industry for the last 20, 30, 50 years,

gear that define the outdoors get more

and then you’ve got this emerging young-

technical and more complicated year after

er generation. The youth, some of them

year. At what point are we solving prob-

definitely posers, are co-opting an outdoor

lems that we don’t even have yet? We want

look and forcing a more urbanized indus-

something simple, something we don’t

try shift. Not downstream, certainly not

have to think about. The need should be

upstream, but just plain old mainstream,

SUMMER 2014

for better or for worse. A lot of articles pub-

coffee shop, or a local surf break. Chanc-

lished recently ponder why “kids” aren’t

es are you’ll find that these elusive young

going outside, why they aren’t backpack-

people care less about products and more

ing, and why they don’t relate to the way

about the places they can take them and

things have always been done. We have to

the moments they can share with friends.

keep in mind that this new generation of users maybe isn’t as legit as their prede-

“Social media or that new app

cessors, but eventually they will be (fingers

you just launched should inform,

crossed) if they don’t get distracted by the

not define your brand.”

next cat meme. As a rule of thumb, there is always a balance. The trend pendulum must swing both ways, but at some point,

And clearly they aren’t shy about shar-

it always lands in the middle, so let’s focus

ing those moments, but don’t forget it’s

on medium. Let’s focus on now.

all grounded in real life, or “#IRL.” In

These “kids” are programmed different-

other words, social media or that new

ly and they’ve inherited an entirely differ-

app you just launched should inform,

ent set of socio-economic circumstances.

not define your brand. People respond to

Yes, they want instant gratification from

a genuine connection, and smartphones

the moment they wake up and grab their

and selfies haven’t changed that. Tumblr,

smartphone to the moment they pass

Instagram, Vine, etc. are great platforms

out with that same smartphone less than

to experiment with new styles of photog-

a foot away from their heads. However,

raphy and storytelling, but talk is cheap,

they are still human beings who respond

and it’s even cheaper online. If you want

emotionally and have an innate connec-

to grab young people’s attention, make

tion to the outside world. Even so, brands

your values clear, take a stance, and be

are obsessed with capturing millennials

clever about it. Being everything is the

with the Next Big Thing, forgetting that

same as being nothing.

nothing looks more pathetic than des-

“Visionaries who start trends

perately trying to relate. Here is some advice from an expert POV:

rarely do it intentionally.

Pay attention to your surroundings. An

It’s a natural progression.”

incredibly talented designer once told us that he gets more inspiration out of go-

There are no rules when it comes to cre-

ing on a bike ride with his peers, talking

ativity. We believe that if you are speaking

shop about product and gear than he gets

from the heart, you should be good to go.

from a whole week at work. But don’t take

Visionaries who start trends rarely do it in-

our word for it. Go to a climbing gym, a

tentionally. It’s a natural progression.

RANGE

There’s a movement happening in the outdoors. We don’t want a kit or a uniform for everything we do. Adventurers, urban explorers, the restless souls that spend every waking moment on the move, want the gap between their lifestyle and the activities that define them to be seamless. We are demanding more from the clothes we wear everyday. To build that bridge, CORDURA®—a leader in fabric technologies—is manipulating lifestyle fabrics like denim and wool, and injecting them with performance qualities. Everyone touts durability, stretch, moisture management, No one wears jeans in the rain. No one wears

etc., but don’t let a sea of features cloud the end result. There are only two things that matter here:

jeans on a hot day. And no one who wants free-

Think Denim

dom of movement, thinks of denim. But jeans

Fashion and Function.

are an American icon; they are both the workman’s uniform and a staple of leisure and comfort. Why can’t denim behave like we want it to? It can. Denim is now more durable. It can be warm. It can be cool. Specially engineered fibers can channel moisture, repel water and move air through a hollow core. The idea of wearing jeans is now more comfortable and more versatile. If you want to ride your bike in the rain or When CORDURA® developed its latest technol-

climb on a hot day, think denim. And thank CORDURA®.

ogy termed “Combat Wool,” it knew it had won

Combat Wool

half the battle. There was the need to combine fashion and function. There was the tool to do

for

just from

Nothing comes more naturally to Valdman than apparel de-

sign. For multiple generations his family has worked in the textile

for

women’s

the

Alex Valdman came in. The rest was execution.

hangin’out. cr e e k pant

black diamond

powered

cordura®

fabric.

slim-cut.

rugged.

industry, and his father worked for Adobe, which provided exposure

leap,

the

one-hand-hold

the

intentions couldn’t replace great design, and that’s where designer

climb,

the

stretch,

the

it—a durable wool that was just as soft as it was tough. But the best

breathable.

to design software at a young age. Building on that legacy and skillset, Valdman has worked with the likes of Kanye West and Levi’s, and more recently serving as Design Director at Giro, the cycling brand that just launched its first apparel collection last year. Valdman brought CORDURA’S®: Fashion + Function to life with the CORDURA® x Alex Valdman Collection. range

What makes Fashion + Function relevant, and why

do we need it? alex

valdman

At the end of the day, the clothes have to work

for the conditions they claim. Otherwise, it’s just fashion. If I can nail the need (function) and the want (desire), then it’s well rounded, and I don’t feel like I’m just putting out more stuff. Where did you find the inspiration?

cor du ra® x alex valdman

As someone that is look-

collection:

ing to downsize quite a bit, I’m inspired by having less things

this

that do more. I felt like I didn’t

nylon

classic

with

have a pant in my closest that

wool

this

every

wear across town, on a bike,

reborn

its

new

lightweight, and

durable:

the

perfect

luxurious

feel; something that I could

attribute.

was durable and had a soft

durable

rip-stop

day

mild

jacket

weather.

for

while climbing or camping with friends.

this

capsule

city inspired

Why use wool?

spirit

trips.

Wool historically has al-

ways been very comfortable,

the

taking

the

credible in

done

with

youthful day

blending and wool

style

disruptive

CORDURA® Combat Wool, it

technical

performance

but it wears out. Now with the

essentials

can

durable stretch

that’s only

c o r d u r a ®.

will wear in. The heart of this alex valdman

project was the concept fabrics

As for the jacket, I wanted to bring out the fabric’s natural comfort

that CORDURA® provided me. They are nylon6,6 on the face and wool

to build a versatile, three-season piece. The jacket also plays with pro-

against the skin. You get durability, and the soft, next-to-skin feel all in one.

portion, which compliments the silhouette of the pants.

What design features make the CORDURA® x Alex

As a designer did you take any risks or try anything you

Valdman Collection functional? Multipurpose?

hadn’t done before?

The pants were mostly about having a relaxed fit with a bit of anti-

The knee articulation concept was something I experimented with.

fit in the seat for comfort when climbing, cycling, moving around or just

It’s all about pushing our level of comfort. For me, that means trying

chilling. I also tried to articulate the lower thigh and knee without the

new silhouettes. That’s where the fantasy and dialogue of new forms can

use of bulky darts or paneling. It eliminates fabric constraint so you have

meet the more utilitarian side of function, meaning once all the func-

a full range of movement.

tionality boxes are checked, it’s exciting to dream up the rest.

SUMMER 2014

Before CORDURA®, alpinists had very limited Got Your Back

options when it came to climbing gear. Canvas was heavy and wouldn’t stand up to the elements of the big international mountains. When Klet-

terwerks was born in 1975, the now famous designer, Dana Gleason, envisioned a new approach towards climbing gear – lighter weight

“CORDURA® is one of those fabrics that possess so many different qualities—durability, water resistance, texture and even the way it takes color. That’s why it’s been such a revolutionary and timeless choice for bag makers decade after decade.”

and more water resistant, without losing durability. In the early ‘70s, fabric technology within the furniture industry was booming, so Dana took a cue and invested in a few rolls of woven Nylon. It was tough, lightweight and very water resistant; all the characteristics mountaineers needed. After some initial testing, it was proven. CORDURA® Nylon would become the future of the outdoor industry.

andrea westerlind, founder

above tree line

The beauty of the outdoor industry is that it has Manhattan

nearly a century of experience in producing the

Portage

most technically advanced materials, and now the Big Apple urban brands are catching on. CORDURA® and Manhattan Portage recently

unveiled a collaborative line of daypacks, messenger bags and luggage—all with the goal of lightweight durability. The colors pop, too.

Thule is known for car-top gear closets. At some The New Guy

point, everyone’s dad has said, “Just throw it in the Thule, dammit.” Thule isn’t yet known for backpacking, but that might change. The brand

is unveiling its first line of technical packs, one of the most competitive product segments in the outdoors. Keep in mind, Kletterworks has been doing this since the 1970s! So what material does the “new guy” decide to make its packs from? CORDURA® nylon6,6 fabric. Why? The strength-to-weight ratio is rugged and extremely lightweight. There are a lot of details that define a good backpack, but you start with the right fabric.

Our buddies Jon and Jess at Victory Press shredded across the country from BK to LA to set up their popup shop at Space 15 Twenty in Hollywood. Here are some fresh snapshots from their epic journey.

yellowstone national wyom i ng

custer national

forest

park

norris geyser basin wyom i ng

m o n ta n a

bryce canyon u ta h

RANGE

What is Made-in-USA? Is it a hang tag?

But that’s not why you should care. You should

A premium price tag? Is it a heritage-

care because we aren’t the best. The leading

“There are so many of us out there; these in-

inspired fashion trend, where we make

technology, quality and capacity is overseas. Ask

dustrious craftsmen trying to beat the system.

new stuff look old-timey? Does it mean

yourself why Patagonia, The North Face, Nike--all

It takes a punk attitude to say, ‘Okay well we’re

that we source our materials overseas

of the top active lifestyle brands--prefer to navigate

gonna prove it can be done.’ The challenge is

and assemble at home? Is it worth it?

a logistical nightmare of sourcing, shipping and

taking that spirit to massive multi-national busi-

producing thousands of miles away than to commit

nesses. You can grow a beard and act like you

Bernie really said it best:

U.S. manufacturing is a story laden in rust

to making their products at home. It’s because it’s

started producing in the Civil War, but, we want

and gold. Little argument needs to be made for

easier. They’ll tell you we don’t have the infrastructure,

to make the most technically advanced garments

the value of a strong industrial economy, and

the talent pool, and the service, but many will argue

at a price that can compete on a global scale.”

the biggest, most damaging myth is that domes-

(silently), it’s because we’ve lost the mentality.

tic production is dead.

According to Bernie, the next chapter of

That’s why the resilient, die-hards who continue

American manufacturing will depend on if we

According to data from the World Bank, the

to go against the grain and manufacture in the U.S.

actually believe in it. It can’t just be a market-

United States is still the third-largest manufac-

are the real rebels, the real American revolutionaries.

ing message or a fashion trend. As producers,

turer in the world in terms of total value, behind

These are people like Robert “Bernie” Bernthal,

it has to be prioritized and treated as a long

the European Union, and of course, China. It’s

the president of Duckworth. Duckworth is a

term investment that’s just as much a part of

a large gap, but the global economy is shifting

maker of wool apparel that is owned by a fourth

our culture as it is our economy. As consum-

in a way that can accommodate a strong resur-

generation ranching family, who has been raising

ers, we have to ask ourselves if we want to

gence in Made-in-USA products. This is some-

sheep in Montana for over 150 years. Every step of

buy products from companies who aren’t up to

thing the textile industry—the people who make

Duckworth’s supply chain, from harvesting wool to

that challenge.

all of your swag—is seeing with a rise in smaller,

yarn spinning and cut-and-sew, is done right here

localized movements.

on American soil, employing American people.

to make. It’s also what we choose to buy.

SHEEP OF

RAISED

BOZEMAN, WOOL

WOOL NORTH INTO

“TOP”

SENT IN

lucy e ng le man

MOUNTAINS

SHIPPED

AND

(WORKABLE

WHERE

HARVESTED.

YARN

NORTH

AND IN

MONTANA

CAROLINA

CUT

TURNED FIBERS)

SPINNER

CAROLINA

AND

NORTH

SHIPPED

So what is Made-in-USA? It’s what we choose

illustration

D U C K W O R T H S U P P LY C H A I N

SEWN

CAROLINA

FROM

THERE

RETAIL/WAREHOUSE

SUMMER 2014

Problem solvers, inquisitive innovators, or whatever you want to call them, at KEEN, thoughtful, meaningful design reigns supreme.

community organizations such as Leave No Trace, The Conservation Alliance, and the European Outdoor Conservation Association to help build strong communities across the globe. Problem solvers, inquisitive innovators, or whatever you want to call them, at KEEN, thoughtful, meaningful design reigns supreme. Everything has a purpose and a clear reason for existing. Balflour also describes KEEN’s obsession with fit: “The big question we ask ourselves is how do you make a shoe that fits your foot unlike anything else out there?” And that doesn’t just stop at footwear. They make pants with “no right angles” for increased range of movement, and socks specifically for the left and right foot to avoid bunching at the toes. This innovative ethos was even applied to their headquarters in Portland, Oregon when relocating from Alameda, California in 2005. “We stripped a lot of material out that didn’t need to be there, and then repurposed it into areas that made more sense,” Balfour said. When it comes to color, silhouette and materials, the designers and product line

f you have ever walked the floor at

managers at KEEN are definitely paying

Outdoor Retailer in Salt Lake City,

attention to what’s going on in fashion and

there is a good chance you have been invited to

ironically enough, the “it” shoe of the moment

stop by the KEEN booth for a beer. Like visiting

just happens to be the strappy sport sandal.

Moab or Zion, when in Utah, making an ap-

“Functional footwear never goes out of style.”

pearance at the up-cycled universe that KEEN

According to Balfour, “Some of the models

has created is a rite of passage in the outdoor

have gotten lighter, brighter and faster, but

industry. The walls are built out of used pal-

the essence of what they are—‘hybrid’—hasn’t

lets, the doors have been carefully rescued from

changed.” This movement towards design-

abandoned buildings, and old skateboard decks

driven product is clear with the launch of

double as display shelves. Local music fills the

their newest “open air shoe” called UNEEK,

The day after the fourth of July was HOT. Our friends Emiliano

convention center with sounds broadcasting

pronounced “unique.” The sandal-meets-shoe

Granado and Daniel Wakefield Pasely of Yonder Journal had just

live from an elevated stage made from old sta-

cross-breed, comprised of “two cords and a

started their month-long journey across the country in search of

dium bleachers. Like the pied piper of footwear,

sole,” truly embodies the brand’s commitment

a little lady called “leisure.” She is the siren that calls to us in

they know what it takes to spearhead a move-

to progression, even if it meant going back

the night. She is the voice of un-reason that reminds us there is

ment, amassing a cult-like following comprised

to the drawing board and literally forgetting

more to life than just work. There is play. There is “recreation.”

of “newbies,” “oldies” and “outdoorsies” from all

everything they knew about making footwear.

walks of life.

“We kept focusing on this idea of combining

Ridin’ around and gettin’ it in a 1998 4runner, outfitted with a Yakima

In 2003, KEEN began by asking a simple

freedom of movement and support. We wanted

Skybox 1, HoldUp bike hitch and LoadWarrior basket, a Poler Le Tente, and

question, which at the time, had yet to be an-

it to feel like you are wearing nothing. We wanted

two Shinola bikes, these incredibly talented photographers and self-pro-

swered: “Can a sandal protect your toes?” By

it to feel like the absence of a shoe,” explains

claimed “Cultural Anthropologists”, were on a road trip to enlightenment.

adding a signature “bumper” to a simple silhou-

Balfour. To accompany the much-anticipated

Hoping to capture the many ways Americans—specifically those residing

ette called the Newport, KEEN singlehandedly

release of UNEEK, KEEN shot a lifestyle look

in the West—are living life to the fullest, the “Yung Yonder Boyz” explored

created a new category of “hybrid” footwear that

book aimed at a non-endemic outdoor audience

everything from campgrounds to parks, bodies of water to deserts, and

would change the way outdoor enthusiasts in-

to showcase all the places, from the city to the

mountains to valleys.

teracted with sandals forever.

coast, where the colorful shoe could be worn.

Fast forward 11 years. KEEN has grown from 10

“UNEEK really fits into all of those places and

to 230 employees. They have six brick and mortar

makes a different kind of statement about the

f o l lo w t h e i r j o u r n e y at

stores called “KEEN Garages” and wholesale ac-

person who is wearing it.”

w w w . yo n d e r j o u r n a l . c o m / w e s t e r n r e c r e at i o n

counts in over 60 countries at 5,000 retail loca-

As the outdoor market continues to segue into

tions. KEEN is no longer just a “hybrid” footwear

the lifestyle sector and redefines what it means

brand. It is a global force to be reckoned with on

to be a traditional “outdoors person,” KEEN in-

Just for reference, prime examples of “recreating,” as stated by YJ, in-

a mission to make responsible, functional goods

tends to evolve the way it interacts with the mar-

clude Swapmeeting, LARPing, Mountain Man Rendezvousing and Arm

bringing communities together around the world.

ket. Speaking authentically to their ever-chang-

Wrestling. Ice Pop eating is also a highly-respectable form of recreating in

“As a brand, we haven’t stood still at all in

ing customer is incredibly important to the

our really short history,” explains KEEN’s Brand

team, not only in terms of connecting with their

According to Granado, “Most trips in the past have been about doing

Marketing Director Linda Balfour. In addition

community, but also in regard to grassroots sto-

one specific thing or just general road tripping. This one is really different

to producing footwear, accessories, socks, bags,

rytelling. “One of our main goals is to earn loyal

in that we are committed and focused on the concept of “recreation.” It’s

and most recently, apparel, “KEEN is really

fans. When people cheer the brand on and are

incredibly important for us to produce work/projects that are focused. Too

driven by making a positive difference for our

excited when we roll things out, it allows us the

much “outdoor lifestyle” stuff lacks any value to the greater human narra-

fans through our products, but also through

ability to take some risks. We’ve be super fortu-

tive. We’re not trying to get rad shots of people mountain biking. We are

our business practices and the way that we act

nate, and having these ongoing conversations

just simply documenting what the state of recreation looks like. As long

as a company.” By offering grants and support

with our fans has really put our heads in a space

as you are outside doing your thing or interacting with the land, it works.”

through their giving program Hybrid.Care,

where we are looking for answers to problems

Hashtag fun. Hashtag good times.

KEEN partners with a range of nonprofits and

our fans face in their everyday lives.”

their book, so really, the definition is open to interpretation.

RANG E X WE STE R LI N D

Photo Essay

photographs looks

westerlind,

ar mox lux

halley roberts

and

snow peak,

gramicci

SUMMER 2014

Central coast of California, North of somewhere and South of nowhere.

Socked in, and soaked up. Pockets of sunshine, moments of clarity.

Unmarked trails, push down to the beach. Camp life, real life, stand still, keep moving.

Washed out tones fade into the waves. Grey skies, clear skies, they all set in the west.

about connecting the retailers, the brands, and

EVENTS & SEMINARS

the entire event concept of what Venture Out stands for because that

DAY

is what is good for the

WEDNESDAY,

1 AUGUST

2014

entire outdoor industry,

“New Now”—outdoor trends in design,

not just a little niche.

marketing and social media.

Who is the target consumer?

Will

all

the

where

Venture Out, Pavillion 2

who

Jeanine Pesce, founder of Range

when

3:30 pm to 4:30 pm

buyers be invited over?

VIP Happy Hour—special select craft brews

The space is located in

from Sierra Nevada, free steel pints & music.

The

Pavilions.

Origi-

nally, the pavillion was

where

Venture Out, Pavillion 2

who

Media + Retailers, Invitation Only

when

4:30 pm to 6:00 pm

the “back 40,” where no Walking the floor at Outdoor Retailer, the premier

ations have done it. They’re bringing in their

one wanted to be, but over the last couple

outdoor tradeshow in the world—yeah, we said it—

urban aesthetic, capturing images on a digi-

of years, especially with what the paddling

feels a lot different today than it felt a decade ago

tal device, and sharing them through Tumblr.

community has done, some of the new buy-

when we started visiting Salt Lake City. Not only is

They’re not necessarily just going off trying to

ers have made it their first destination and it

it packed to capacity with a boatload of new com-

be Thoreau, taking a long walk in the woods.

has become a little more fun and energetic.

panies queued up for the opportunity to exhibit, but

Their trips tend to be shorter. They are not

There is a little bit of a more rebellious nature

there are also “city folk” and “OR hipsters” roaming

going for weeks or months at a time, they are

out in the pavilions, which suits the concept

the halls dressed, well, well. OR has taken note of

going for weekends or shorter periods.

of the show really well. All of the retailers and the attendees are invited, so there is no “list”

this movement that is ushering outdoor out of the

RANGE Magazine Launch Party—tunes, trendz and friendz. where

Venture Out, Pavillion 2

w h o Everyone when

5:30 pm to 7:00 pm

Industry Party—food trucks, tailgating, beer garden & live music. where

Street Scene—The Pavilions @ OR

w h o Everyone when

6:00 pm to 8:00 pm

backcountry and into the spotlight, and decided to

Why is it important to engage with

to get in. We are certainly targeting specific

launch a new area of the show called Venture Out.

this younger/influencer audience?

retailers based both on their size and the po-

DAY

tential to grow, but the space is open to any-

THURSDAY,

2 AUGUST

2014

“It will be home to like-minded brands that repre-

I don’t think modern customers are only

sent the growing urban and lifestyle trend that has

subscribing to being just an “outdoors” per-

influenced and invigorated the modern outdoor

son. 20 years ago, someone may have iden-

movement,” according to Margie Lelvis, Director of

tified as being a strictly “outdoors” person

What will the space look/feel like?

design, complete with qualitative data.

Marketing at Outdoor Retailer. Located in Pavilion

and that was their thing. Now their thing is

The space is as much about coming

where

New Product Zone in the Main Hall

2, Venture Out will feature a mix of brand presenta-

being into multiple activities. “I am into road

in and engaging with those brands as it is

who

Christie Hickman, VP of Consumer

about wrapping your head around what is

Insight at OIA; Jason Belaire,

tions, media, design, common space, food and cul-

biking, yoga, skateboarding, bouldering and

Western District VP at IDSA;

ture to help showcase this burgeoning outdoor trend.

camping, and by the way, I have my own Etsy

this part of the industry. Certain retailers

Benji Wagner, Creative Director

& Co-Founder at Poler Stuff;

Gordon Seabury, CEO at Toad&Co/

Lizard Lounge, Andrea Westerlind,

one. Everyone can come in there.

“The New Outdoors”—how to engage with emerging consumers by talking trend and

We sat down with Scott McGuire, President of

site.” That is the new norm. The new norm

really get it like Lizard Lounge in Portland.

The Mountain Lab, to pick his brain about just how

is a really subversive set of experiences that

They are aware of the trends, and really

the new area came to light since he and his team

people want to have, and so they are bringing

know that this is something that needs to

Westerlind.US

have been enlisted to make Venture Out a reality and

that mindset with them to the outdoor in-

be addressed. Still, there are a lot of re-

when

not just a conversation.

dustry. The younger audience today is more

tailers that have a sense that maybe their

interested in self-creation. They pick and

current buys are out of touch with the next

choose, build for themselves, and put their

generation and they have to do something

where

own spin on it. They don’t want to be handed

about it, but it is pretty foreign to them, so

w h o Everyone

some pre-packaged outdoors experience.

we are trying to make that engagement a

range

When did OR decide to

launch Venture Out? scott

m cg u i r e

There had been a

conversation brewing between me, Outdoor

10:00 am to 11:00 am

Happy hour and live music—presented by Sanuk & Teva.

when

Venture Out, Pavillion 2 4:30 pm to 6:00 pm

little easier. The layout is an open floorplan, DAY

Retailer and several other people within the

Who are some of the key players/

so they don’t have to feel like they’re walk-

industry. We were really asking OR how they

brands on deck?

ing to the front of a booth and because they

were going to address this emerging trend.

Brands that have signed on to partici-

don’t know the rep or have an appointment,

“Form & Function”—Creativity, Design and

We met in the spring and started discussing

pate include Poler, SeaVees, Pendleton, Iron

it’s impossible to walk through.

Merchandising for the New Outdoors.

working on the concept for the next 12-18

& Resin, Sanuk, Teva, Stanley, Timberland,

Imagine going to a community artists’

months, and maybe do it for Winter Market

Coalatree, Parks Project, Mad Huey’s, Duck-

fair in the park, where everyone has their

in 2016, but the reality was that the time was

worth, tentree, Zeal Optics and Topo Designs.

space to present their creations, but it has

now. The trend was happening now and it

There are also brands that have been at the

some flow. It is kind of linear and kind of

was important to respond to it right away.

show previously and have committed to being

not, and there are places to go sit and have

in the main hall already that we see as being

meetings. There are trees. You get to wan-

Why do you think there has been a

part of the Venture Out mindset, whether they

der around and you don’t feel like you have

shift in the traditional outdoor sector?

are physically in the space or not. I look at a

to walk into a monolithic fortress of a booth

FRIDAY,

AUGUST

2014

where

Venture Out, Pavillion 2

who

Michelle Rose & Sam Ward,

Founders of Struktur Creative Conference when

3:30 pm to 4:30 pm

Cocktail Happy Hour—presented by Stanley & High West Distillery where

Venture Out, Pavillion 2

w h o Everyone when

4:30 pm to 6:00 pm

The short version of that answer is I

brand like Snow Peak, Nau or Alite and think

and figure out where you are. You can stand

think that customers have become more “ur-

they’re part of Venture Out, but they did it at

there and poke around and look since all

ban” and as a result, they are always engaged

Outdoor Retailer. They have been floating on

these features are inside of the area. The in-

in their own version of an outdoor environ-

their own island and carrying this torch for a

tent now and in the future is to make this

ment, but are equally seeking an analog expe-

while. Outdoor Retailer has an obligation to

much more of a community experience. We

What is the goal of Venture Out?

rience. There is a general interest in returning

grow the outdoor industry. If you’re a retailer

want it to be a place where if you are a PR

What we are trying to focus on with Ven-

to basic fundamentals. This idea of the “ur-

and you want to be relevant in the next 20 or

or media person, you can engage with the

ture Out is that the brands that are coming

ban woodsman” or the “lumberjack” trend

30 years, proper exposure to what is happen-

brands. If you are a designer who is think-

in all have a legitimate functional story. They

just seems a bit complicated. I just think that

ing with this trend is what is going to allow

ing about your portfolio before you go pitch

are making good product. They are not just

people really like the idea of connecting with

you to grow in that space.

a company, this is a place where you can sit

some fashion brand that has said, “Oh, there

down, get a decent cup of coffee, and clear

is an outdoor trend going on, so we can slap

your head. We would like the space to be a

some rip-stop on it and call it a day.” These

something simple. Sitting on the ground in front of the campfire, toes in the dirt, drinking

a beer, playing games, and being outside in the

opportunity for everyone?

hub for creativity. The space will be activated

are brands that are very, very committed to

trees with your friends is pretty humanizing.

Exactly. It’s not just “we” need a brand to

with movie screenings at night, there will be

the function and the experience. The brands

mutually

beneficial

The challenge is that there is a whole

come in and buy space to validate the reality

a premium coffee shop inside the location,

that are going to motivate somebody to have

group of consumers coming into the market

of the show, or the brand needs “us” to create

and our events and seminar line-up is key.

a great time in the outdoors, and come home

that aren’t having that experience the same

a space for them to come in and be validat-

Galleries and exhibits are something we will

and want to do it again are the ones we want

way the previous traditional outdoor gener-

ed. It’s more symbiotic than that. It is really

work towards for the Winter Market.

to help grow and evolve.

SUMMER 2014

Decentralized communication: no towers, no routers, no networks

here’s something rebellious about the idea of F I N D O U T M O R E AT

communicating outside of a central network—no IP

W W W. G OT E N N A . C O M

address, no badge or identification number. Maybe we’ll never escape the NSA, but in a world where privacy exists at odds with interconnectivity, people are embracing technologies that make the individual stronger and less dependent on central services. But even though we carry super-computers with us at all times, we can’t communicate unless a cell signal or wifi router is available, the type of network connectivity which tends to fail when we need it most - in emergencies or on backcountry excursions. This was the problem Daniela Perdomo, CEO and Co-founder of goTenna, sought to solve as she sat in the darkness--both metaphorical and literal--during Hurricane Sandy. This was a time when all electricity and cell towers were down in her hometown of Brooklyn, New York. “I wanted to know if my brother was okay or if my neighbors needed help.” After the storm cleared, she and her brother, Jorge Perdermo, architected a de-centralized, entirely off-the-grid means of communication. The result was goTenna. The technology itself is a small, rugged device that fits in a pocket or attaches to a piece of gear. It pairs wirelessly with your phone enabling users to send and receive text messages, images and GPS data for free via a phone app. Additionally, the application allows you to contextualize GPS data on an offline map. This is a means of communication anyone can use anywhere on the planet or even other planets--there is no dependence on wifi or cell signals. You can send messages to an individual, a group or even a “shout-out” blast to anyone in range. You can also pin-point each active user on a map. There are countless headlines of hikers, backpackers, day-time adventures--even really experienced people--who get separated from the pack and lost in the wilderness. With that in mind, the outdoor or emergency-use case for goTenna is the most compelling, but the technology’s applications are far reaching. By taking communication off-grid, you are giving new functionality to a device that’s already so powerful as a social connector. “You can be two people in Yosemite, a group of friends traveling in a foreign city or hundreds of people at Coachella. Maybe it will become a public chatroom, I have no idea,” said Perdomo. The best part is, it’s a network on your own terms. If you don’t want to be discovered; if you only want to send and receive messages from specific people; then it’s up to you, for better or for worse. While the ultimate success of goTenna depends on the number of users, it represents a powerful shift in thinking. Within the last decade we have become cable-cutters, file sharers, 3D printers, etc. And now,

illustration

andrew groves

the less connected we are, the more connected we can be.

Did you get the memo? Baseball hats are on the upswing, so if you’re considering pulling the trigger on a new hat, we suggest it’s the Fairends

Ripstop Ball Cap. Made in the USA from 100% ripstop Nylon, this one-size-fits-all beauty boasts a fancy Terrycloth sweatband with an adjustable nylon webbing strap. Available in bold, bright hues, including red, green and blue, it’s basically like wearing a dome tent on your head, plus the

“Weatherproof because summer

street cred and minus the guylines.

storms can’t keep us indoors.”

RANGE

How radical are you willing to be?

ierra Designs is one of the

fundamental products that have defined

outdoor industry’s original ren-

things over time, which we truly believe

egade brands founded in 1965 by a pair

optional stargazing

are just defective.”

large

of Bay Area hippies with a penchant for

So how exactly does a legendary brand

the Sierra Nevadas during the golden age

with so much history that so many people

of backpacking and climbing. As they ap-

know, love and trust redefine itself with-

proach their 50th anniversary in 2015, they

out alienating its core customer? Like a

are focused on getting back to the spirit

bull in a china shop, that’s how. “We came

that the brand was built on by challeng-

up with the plan of obsoleting the existing

ing the status quo, returning to their roots,

product line over the first couple of years

and carving out an entirely new product

so we could move in a completely differ-

portfolio. This approach, combined with

ent way. We viewed it as running back to

an intuitive new website and a pared-back

our heritage rather than running away

logo, will pave the path, or in this case the

from it. What Sierra Designs is doing now

trail, towards a bright future with tons of

is much more in the spirit of the legacy of

potential for growth within the market.

the brand,” explains Glavin. “Everything

In the outdoor industry, we have a ten-

the outdoor industry is doing today has

dency to throw flashy words around to feel

descended from 1950s British style ex-

more exclusive or accomplished. Vision-

pedition mountaineering. After over 50

ary, state-of-the-art, technologically-ad-

years of doing the exact same thing, when

vanced, ultralight, packable, breathable

people say, ‘How can you be so innova-

and ergonomic — the list goes on, but

tive?’ It’s like, ‘How can everybody NOT

what does it truly mean to be directional or

be so innovative?’”

drop

door

12” awnings

Tensegrity Elite Tents

“I knew the brand wanted to be bold. We wanted to challenge the mummy bag and the dome tent, and really confront the

ultralight

fundamental products that have defined things over time, which we truly believe are just defective.” awning

vents

waterproof breathable hip

membrane

thigh

belt

vent

length

The traditional “three-layering” system

ple, it’s so different from the way they sleep

everyone under the outdoor-sun abides by

at home, they can’t get comfortable. And if

was also up for debate when Glavin joined

you aren’t comfortable, it’s not fun.”

the team. “It desperately needed to be ad-

When all is said and done, it’s really about

dressed. The whole base-layer-mid-layer-

enjoying ourselves and maximizing our col-

shell-layer idea is based on the fact that

lective experiences outdoors, right? Sierra

environmental conditions and your level

Designs may have started as a “backpackers’

of exertion will make you want to change

brand” back in 1965, but today, they pride

all these different layers. Our whole system

themselves on ensuring that everyone, from

is ‘Go, Stop, Rain.’ When you look at our

the recreational car camper to the ultralight

collection, it’s not called ‘shells’ or ‘hard-

hiker, is well-equipped and confident in

shells.’ It’s called ‘rainwear.’ That’s why we

their gear and technical apparel.

included a Cagoule and Chaps in the 50th anniversary collection, products we were doing in the ‘70s. No one is doing rainwear right today. Waterproof, breathable mountaineering suits with short jackets and

Elite Cagoule

technical pants are fundamentally flawed because even in an ideal scenario, they can’t breathe enough when you’re working

radical? We sat down with Michael Glavin,

Sierra Designs isn’t just solely commit-

hard wearing a pack.”

the VP and Brand Manager of Sierra De-

ted to making smarter gear, they are in the

As far as gear goes, according to Glavin,

signs, to talk about the current dormant

process of figuring out just who is their new

“People still believe they have to choose be-

state of the industry and how his company

“guy” in the apparel department as well. “De-

tween being comfortable and being light-

is gearing up to move things forward.

sign is getting overly complicated and gratu-

weight, and the whole idea behind the Sier-

“We just think the industry needs a new

itously overdone, especially for apparel. We

ra Designs Elite Collection is that you don’t

‘take.’ It has gotten so bogged down in

want to find a sweet spot in all of that where

have to choose, and why should you? Sleep-

itself, and it’s frustrating because nobody

it is just REAL. We have really minimized

ing bags have been our biggest success right

out there, from our perspective, is doing

the use of the logo, and that’s one of the main

out of the gate because the design just came

anything that feels ‘new.’ We are interested

reasons we redesigned it. What surprised us

together. It’s all really based on feedback

in forcing people to re-think. When I

most is we are resonating with new, young-

from customers. A lot of people don’t want

came on board at Sierra Designs in 2012,

er customers in their 20s, which we think is

to go backpacking because of hassle and

I knew the brand wanted to be bold. We

because of our whole classic, minimal and

comfort. The mummy bag is a tough design

wanted to challenge the mummy bag and

honest design approach. When you do classic

because it’s not built around anything other

the dome tent, and really confront the

right, it can be very wearable for any age.”

than thermal efficiency, and for most peo-

oval

entry/exit opening

Backcountry Bed Elite

SUMMER 2014

Much like the bohemian artists, musicians and writers that flocked to Big Sur or Yosemite Valley in the 1950s and ‘60s to escape conformist attitudes of government and big city living, we see a new guard of creatives emerging and returning to a more primal relationship with their work.

he indie craftsman is on the rise in fashion, home furnishings, and not

surprisingly, the outdoor industry. In a landscape where self-reliance and a return to nature rule, we’re seeing objects handcrafted with materials sourced straight from the Earth. Take Heathermarie Heaton, a Washington farm girl turned L.A. stylist, now designing handcrafted, up-cycled footwear in Mexico City. Her Mox Boot Travel, soled with recycled tires and sewn entirely by leather braided stitches, satisfies the needs of an outdoor explorer as well as the convictions of the designer herself. Both creator and consumer are also rewarded in the work of Andrew Grove of Miscellaneous Adventures. A designer and illustrator by day, Groves hews outdoor products by hand and gathers materials using traditional forestry techniques from the English countryside where he lives. For example, his Waves Sycamore Scoop capitalizes on the naturally antibacterial property of the Sycamore and shapes it into a multi-use utensil best suited, as his website declares, for the “splendor of the great outdoors.” According to Groves, his mission is to inspire other digital makers to connect with nature on a visceral level. “We run workshops, teaching people how to

obi,

chief

storyteller, juniper ridge

make wooden things,

Much like the bohe-

and we specifically tar-

mian artists, musicians

get

illustrators

and writers that flocked

and graphic designers to

other

to Big Sur or Yosemite

try and get more people

Valley in the 1950s and

away from their comput-

‘60s to escape conform-

er screens and out into

ist attitudes of govern-

the woods.”

ment and big city living,

Just as Groves touts

we see a new guard of

the pleasure of trans-

creatives emerging and

forming a hunk of wood

returning to a more pri-

into an artful and functional finished item, each Coltellerie Berti

mal relationship with

pocketknife is produced by a single artisan, their initials etched onto

their work. Cabin Time,

the blade of their finished product, a detail the company has includ-

“a

ed since 1895. This emotional connection to the actual hands creat-

residency,” founded by

ing a handcrafted object lies at the heart of the Maker Movement’s

Geoffrey Holstad, an illustrator and graphic designer and Ryan

past and present.

Greaves, a photographer, offers artists the opportunity to create, live

roaming

creative

The Arts and Crafts movement of late Victorian England was

and collaborate with other artists in remote environments all over

born from the anxieties of the Industrial Revolution. People craved

the country. They feel strongly about this idea of being “present”

the quality of a handmade object, the joy it brought to the maker

with each other, away from the distractions of cell phones and the

himself, and the sense of community that small scale, locally sourced

Internet, they can truly focus on their craft and make art in a range

operations produced. We talk about this like it’s a new trend, but

of mediums from film to sculpture.

really it’s just a return to the

Even in our assembly-lined,

old ways of doing things, which

global economy, we find Juniper

humans repeatedly do, grant-

Ridge reviving perfuming tech-

ed with a twist. Today, brands

niques of the past, while others

like Juniper Ridge call direct

like Coltellerie Berti continue the

attention to the place and

traditions began by their Italian

people involved in each batch

artisan forefathers over a century

of their nature-inspired per-

ago. So let’s look for, and welcome,

fumes. Breathing in the scents

objects that provide a sense of

of the trails they hike, Juniper

place, allow us to be a part of a sto-

Ridge employees scour forests

ry we’re proud of, and for outdoor

and countrysides in search of

enthusiasts, objects that facilitate

ingredients. A harvest number

the connection to the natural sub-

on the front of each bottle al-

lime we seek because purity in the

lows consumers to discover the

materials used and the produc-

exact plants and crew members

tion process itself strengthens our

who contributed to their small

connection to the Earth, and ulti-

batch fragrance.

mately, to each other.

cabin time,

“roaming

creative

residency”

RANGE

Want to impress your friends this summer? RANGE is here to highlight the “must-have” products of the season.

snow peak titanium

spork

Break free from boring camping utensils on your next outdoor excursion. No one ever gets bummed when you hand them an anodized, candy-colored titanium spork.

oyo frisbee

camp

mug

Guaranteed “life of the party” status when you toss a Wham-O Frisbee made from recycled polyethylene into the mix. May as well get crazy and pour some whiskey into this 100% corn plastic mug, while you’re at it.

photographs

alite the

great

escape

duffel

Is it a duffle bag or an overnight pack? It’s both silly! The interior is roomy enough for all your weekend getaway essentials and the exterior is armed with durable straps for securing sleeping pads, tents or yoga mats.

biolite kettlecharge

Looking for a quick pick me up? Small but mighty, this stovetop water-based generator produces an impressive 10 watts - enough energy to charge tablets, smartphones and headlamps.

k at i e m cc u r dy

SUMMER 2014

Overwhelmed by emerging trends? From ‘70s-era mountaineering to ‘90s hypercolor climbing, make sure to reference the checklist below and you’ll always be ahead of the “cool guy/girl” curve.

Accessories & Footwear Apparel

Croakies

Paracord friendship bracelets

Sport sandals

Novelty bandanas

Water bottle slings

Webbed, nylon belts

5-paneled hats

Retro hiking boots

Colored hiking boot laces

Moccasins

Colors

Technical chinos

Slim joggers

Blush

Packable, insulated vests

Dandelion yellow

Baggies

Mint

Simple, crew neck tees

Cornflower blue

Short-sleeved henleys

Grape

Printed leggings

Dove grey

Overall shorts

Eggshell

Chore coats

Khaki

Rainwear

Indigo

Magenta

Design Details

Print & Pattern

Scout patches

Conversational prints

Confetti & “squiggle” patterns

Hand embroidered accents

Micro repeats

Photorealistic collages

Oversized cargo pockets

Mineral patterns

Watercolors

Elastic ankle cuffs

Paisley

Fruit & vegetal motifs

Contrast pockets

Carousel stripes

Topographic prints

Decorative bonded seams

Non-branding

Macrame & braiding

Contrast plackets

Anodized hardware

illustrations

lizzy janssen

Designers, Good design is powerful. Great design is always evolving. Game-changing designers are never satisfied, constantly seeking better solutions. Designers play an essential role in the creation of outdoor apparel & equipment, yet they don’t have the recognition, visibility, or community designers in other fields experience. That’s why we created Struktur Event- to grow a talented, creative community of designers, working at the intersection of business, entrepreneurship and creativity. Struktur Event brings us together. It’s the place to share ideas, overcome challenges and be inspired. It’s an opportunity to connect with a diverse group of talented people and gain exposure to new processes, techniques, and materials. We bring expert voices from within the industry, and beyond, so you get the widest range of professional perspectives. It’s not a place where you’re talked at, but one where you’re a part of the conversation. Struktur Event is a home for the misfits, the rebels, the weirdos, the designers pushing the boundaries of creativity and adventure. Join us in Portland, Oregon next spring to elevate and celebrate design in the outdoor and active lifestyle industry. Sincerely,

P.S. And the drinks are on us!

Are you Normcore or Outdoor?

RANGE

Start Here HAV E YO U EVE R B E E N BAC K PAC K I N G?

Fashion is a strange thing, mutating, growing, consuming influences, and spitting them out unrecognizable. Recently, after a decade of hipsters peacocking all over the place in skinny jeans and tattoos, the

YES

cool kids are turning toward the mundane for fashion inspiration. Yes,

D O YO U W EAR S P O RT SAN DALS?

we’re talking about normcore, the trend that’s got wacky 19 year-oldsdressing like dads and moms from Portland to, well, Portland. Normcore

YES

borrows a huge chunk of its influences from outdoor gear, with fleece,

technical outerwear, and sport sandals as key components of the look. But how can the average outdoor enthusiast tell if they’re simply

H OW LO N G HAV E YO U HA D YO U R PATAG O N I A F LE E C E ?

keeping it active, or caught up in this new, subtle trend? Well, it’s easy friend, follow this easy guide to find out if you’re normcore or outdoor. illustration

WO U L D YO U W EAR A TU RTLE N E C K?

YES

seth neilson

THIS SEASON

SINCE CHILDHOOD

P I C K O N E:

D O YO U L I K E S E I N F E L D?

YES

BAS E BALL H AT

D O YO U W E A R A H E M P N E C K LAC E ?

NO YES

D O YO U W EAR T H E M W I TH S O C KS?

YES

D O YO U OWN A M I N I VA N? D O YO U L I VE I N

YES

I S STE V E J O B S YO U R FAS H I O N I C O N ?

D O YO U CA M P I N IT?

YES

BUSHWICK

BOULDER

B EAN I E

YES

MERINO C OTTO N

WO U LD YO U W EAR A G RAP H I C TE E?

YES WO U L D YO U C O N S I D E R “ M O M ” J EA N S “ H OT ” R I G HT N OW ?

YES

HAV E YO U E V E R OW N E D WH ITE R E E B O KS?

YES

NO D O YO U K N OW WH AT S EAP U N K I S?

YES

D O YO U LI K E CAT M E M E S ?

YES

D O YO U D R I N K C R A FT B E E R?

YES

D O YO U K N OW W H O D EV HY N E S I S?

YES

D O E S YO U R D O G W EAR A BAN DAN A?

WO U LD YO U R O C K A FA N NY PAC K ?

YES

S E R I O U S LY ?

There now, don’t you feel better? See, now you know where you and your sport sandals stand (with socks: normcore, without socks: outdoor). If you got “outdoor” congratulations, keep up the good work, enjoying the rivers, rocks, and mountains of this world all while supporting forward thinking sustainable design. If you got “normcore” that’s cool too, you’re on the cutting edge of fashion, not that anyone could tell. But don’t worry, people will catch on and soon you’ll be the coolest thing in Bushwick and Boulder.

SUMMER 2014

publisher

Range RANGE

e ditor ial di r ector

ISSUE

ONE

SUMMER

Jeanine Pesce

2014

art di r ector

Joel Speasmaker producer

Joe Gomez e ditor

Alex Gomes contr i b utors

Andrew Luecke, Tiah Rubin

we would like to than k ou r sponsors, because

social media

without them, this

press

Sydney Halle

i ss u e wou ld not be possible. major hugs and high fives

photog raph e rs

all around:

Brian Merriam, Halley Roberts, Katie McCurdy, Ian Durkin, Meg Haywood Sullivan

CORDURA®

i l l u s t r ato r s

Seth Neilson, Andrew Groves, Lizzy Janssen, Jonathan Cammisa, Lucy Englemen

KEEN VENTURE SIERRA

OUT

DESIGNS

STRUKTUR WITHOUT

s pecial s hout-out to

EVENT

Cooper Gill, Sydney Hall, Julie Atherton and “the girls” at JAM Media Collective, Jeffrey Thorpe, Scott Kaier, Andrea Westerlind, Emiliano Granado, Daniel Wakefield Pasely, Scott McGuire, Jennifer Holcomb, George Rocha, Nina Stotler, Caleb Woods, Dustin Beatty, Shannon Davenport, Kelsey Goodrich, Ron Croudy, Martin Carvajal, Ben Ferencz, Jules Davies, Jedd Rose

WALLS

WESTERLIND ALITE SNOW

PEAK

BIOLITE YAKIMA

JEANINE

PESCE

ALEX

GOMES

SETH

NEILSON

HALLEY

ROBERTS

BRIAN

MERRIAM

Jeanine Pesce is a writer, a stylist

Alex Gomes resides in Brooklyn, New

Seth Neilson is an illustrator,

Originally from Santa Fe, New Mexico

and the founder of RANGE, an

York, and after being a grant writer

photographer, designer and creative

and now a west coast wanderer,

musician based in Brooklyn, New

editorial platform and creative agency

for a number non-profit organizations

director with a penchant for moderate

Halley is a photographer and designer

York. His work seeks to document the

specializing in active and outdoor

over the years, has developed a

alpine routes, lake swimming, and salt

with an M FA in collaborative design.

forgotten corners, empty roads, and

trends. With a background in fashion

keen knack for grammar. She helps

and vinegar potato chips. He lives,

She is currently the creative director

nowhere places of America and beyond.

at Westerlind as well as being the

and trend forecasting, Jeanine

copyedit and writes for RANG E

works, and plays in Bozeman, Montana

has seamlessly merged a love for

as well as Green Label, an online

with his wife and four children.

writing and sports with an extensive

magazine featuring the latest stories

When not wrangling digital files and

knowledge of design and production,

and emerging trends in art, music,

winding film, Halley enjoys being on

thus establishing a distinctive voice

action sports, and lifestyle.

the road, cooking a good meal, and

within the industry. She currently lives

Brian Merriam is a photographer and

head of digital and e-commerce.

swimming in a big river.

in San Francisco, California. thisisrange.com

b r o o k ly n - b a k e d . c o m

sethneilson.com

westerlind.us

th eg hostofb r ian m e r r iam.com

@thisisrange

@alexilawless

@ s e t h s q u atc h

@halleyroberts

@brianhmerriam