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Handmade in Norway using darkened
oak, curly birch and red leather inserts,
the Algonquin from Helle Knives
exemplifies the combination of design
and utilitarianism that defines the
urban woodsman.
When it comes to conveying the mes-
sage built into those fabrics and func-
tions, however, outdoor marketers may
need to employ a different strategy than
they have commonly used in the past.
“These are not going to ever be
gear junkies that care about the fabric
specs, the weight and other selling
points we tend to perseverate on,”
Borne continues. “They are much
more interested in the emotion behind
the design and story. How we sell is
going to be based on the stories we
tell and how we can inspire.”
Not that it will be easy. Indeed, muster-
ing up inspiration among urban woods-
men could require changing their entire
perception of the campground experience.
“If we really want lumbersexuals to
camp, which we should because we des-
perately need new audiences, we should
recast the whole picture of camping
into a Huckberry, Best Made, Iron and
Resin look,” says Brensinger. That means
casting aside the notions of blue tarps,
cooler-soaked hot dog buns,
reeking armpits, leaky tents and
dirt-stained jeans that likely come
to mind when most urban dwell-
ers think about camping.
“We should transform the im-
age of camping to look more like it does
in Japan, for example,” says Brensinger.
“The Japanese take creating an experi-
ence while camping very seriously.”
Indeed, the Japanese camping
experience is seen as much more than
cheap overnight accommodations or
a place to conveniently crash after a
day mountain biking or partying at a
music festival. Rather, the experience is
“thoughtfully chosen,” says Brensinger,
with beautiful, high-quality gear, hours
spent barbequing delicious food, and
friends having relaxed conversation in
comfortable furniture.
“A campsite is composed with the
deliberateness of home,” says Brensinger
of the Japanese camper. “It has the pri-
mal ingredients of stars and fire and self-
sufficiency, but it’s attractive, romantic,
groomed and on display – kind of like
the beard of a lumbersexual.”
Few things express more manliness than a tool roll,
this one from Iron and Resin.
Snow Peak’s Copper Head Peg Hammer says heritage, sleek design, manliness and
utilitarian all in one hand-held tool.
Inside
Outdoor
|
Spring
2015
22