Inside Outdoor Spring 2015

crowd,” says James Graven of Tree-

house Communications, whose clients

include technical brands Montane

as well as heritage brands Helle of

Norway (artisan knives) and Hults

Bruks (axes). “Glamping may be an

inroad for these types, where they can

stand around looking good, drinking

high-end bourbon from steel flasks

and cooking gourmet food on cast-iron

pans while oiling their beards. But I

won’t expect to see a bunch of Brook-

ly-nites heading to the Gunks to try

their hand at climbing, backpacking or

mountaineering,”

Of course, the urban woodsman

trend has grown far beyond the trendi-

est neighborhoods at the center of the

largest NFL cities, as evidenced by

Target’s recent unveiling of its Target

Collective, a collection of U.S.-made

leather goods, gifts and clothes for the

manliest of men. Described as “decid-

edly lumbersexual,” the collection com-

bines pieces from brands such as Taylor

& Stich, Owen & Fred, Locally Grown,

Duluth Packs and Billykirk.

Regardless of Target’s motivations,

however, there are those who see the

lumbersexual trend as something more

culturally significant than the latest pet

rock syndrome. When put in context, the

lumbersexual or urban woodsman emerg-

es as a type of reaction to what can be

viewed as emasculating trends prevalent

during the last several years, as well as a

somewhat pampered urban existence.

“The beard and outdoor wear

brings a certain manly ruggedness

that overcomes the femininity of

the metrosexual look,” says Craven.

“It’s the surfacing of inner de-

sires, an inner manliness channeling

Paul Bunyan as a foil for Venti lattes,

diaper changing and the absence of

any existential risk or soul-cleans-

ing adventure in an increasingly

sanitized and predictable life,” says

Cam Brens-

inger, founder

and CEO

of NEMO

Equipment.

While

fully admit-

ting to the fad

and van-

ity elements,

Brensinger

believes the

beard, plaid

and manly

accoutrements

reflect a desire

to find more

meaning in life.

“To me, the

beard is the literal and figurative out-

growth of an inner masculine id, a latent

but potent desire to face real challenges,

to know and overcome hardship, to be a

provider,” he explains.

Modern civilized life, despite the

advancements, has in some regards dis-

tanced itself from some simple, primitive

truths, Brensinger argues. “Modern man

has few socially acceptable outlets for his

inner manliness. His desires are forced to

wither and die, or surface, pathetically,

in minor contests of grilling, first-person

shooter video games or fantasy football.”

In turn, the outdoorsy sensibility, con-

tinues Brensinger, sends a message that

a man should wear clothes than enable,

not inhibit him; a beard for concealment

and protection; a pocket knife for utility

and readiness; and boots for stature and

capability. “If it’s only fashion, maybe it

stops there, but if it’s really about con-

necting with some hardwired primitive

inner-self, shouldn’t he also desire to

fend for himself and secure his own basic

elements of survival: water, fire, food and

shelter?” asks Brensinger. If lumbersexu-

ality is indeed an authentic expression of

manliness, “camping should be a natural

fit. It’s the perfect opportunity to put the

clothing, the boots and the Gransfors axe

to good use.”

Put into a bit more simplistic terms,

“Classy dudes are realizing that ladies

like them with a little stubble and a big

sense of adventure,” quips Jack Knoll,

marketing director and Forsake.

Although maybe a bit facetious,

Knoll’s observation is backed up by

some anecdotal evidence. According

to a recent “Social Buzz” from the

Outdoor Industry Association, females

discussing the topic online “want lum-

bersexual men to not only dress the

part but be authentic and actually have

some amount of outdoor expertise,”

writes OIA.

So ultimately, if the trend is simply

“the latest costume for membership in a

hipster subculture,” as Brensinger puts

it, the trend likely doesn’t have legs to

stand up within the camping market,

and would be risky to build a merchan-

dising and assortment story upon. But if

it’s also a manifestation of the desire to

tap into every man’s inner Ron Swan-

son, well then, Ron certainly enjoys

everything about camping.

Official press photos from Target’s leap into urban outdoorsy

with its Target Collective

Number Worth Noting

130

Millions of acres of America’s forests that are located right in cities and

towns, according to the National Forest Service. Urban forests come in many

different forms and sizes, including urban parks, street trees, landscaped

boulevards, gardens, river and coastal promenades, greenways, river

corridors, wetlands, nature preserves, shelter belts of trees, and working

trees at former industrial sites. “Urban forests, through planned connections

of green spaces, form the green infrastructure on which communities

depend,” says NFS.

Inside

Outdoor

Spring

2015