IO_Summer_24

InsideOutdoor | SPRING/SUMMER 2024 6 Think of Osprey Packs in Cortez, Colo., or Crazy Creek of Red Lodge, Mont. There’s also Wenonah Canoe in Winonah, Minn. Or how about Brunton of Riverton, Wyo., or Farm to Feet in Spartan, Tenn. These are just a few of the influential legacy outdoor brands that were founded or headquartered in small, rural towns and cities across America. Other rural locations including Arcata, Calif.; Logan, Utah; Steamboat Springs, Colo.; and Easley, S.C., also have long been literal outdoor mini-Mechas, hosting multiple outdoor brands and vibrant outdoor industry communities. Looking to make sure this tradition carries on, a group of likeminded brands officially came together this spring to help make sure the outdoor industry’s rural roots continue to have room to grow. Dreamed up by Robin Hall, founder of Town Hall Outdoor; Kelly Mazanti, cofounder of Buttnski; and TJ Smith, cofounder of Stray Wild, Rural is Rad was formed through a shared objective to build awareness for rural outdoor brands and their entrepreneurs who experience shared challenges working in remote places with limited resources. The movement looks to introduce consumers and specialty retailers to new brands and empower consumers to shop locally while fostering awareness for the amazing products, jobs and communities that are being developed in more remote places. Ultimately, the movement hopes to draw in consumers who are mindful about what they are purchasing and seek to connect with brands that are centered around purpose and values – those that are likely to care for the outdoors and treat it with respect. While the RIR is currently Colorado-based, the movement has a vision for the community to become a formula that rural brands nationwide can replicate in the years to come. “We believe that rural communities are not only the heart of the outdoor experience but also the engine driving connections and sustainability in our industry,” said Mazanti. “Through our movement, we aim to shine a bright light on hard-working and passionate rural businesses, create deep bonds between brands and build a loyal following with consumers.” As part of its commitment, Rural is Rad will host a series of events, workshops and networking opportunities designed to empower rural entrepreneurs, connect industry leaders and inspire the next generation of outdoor enthusiasts. The movement also has launched an online platform, serving as a hub for rural-based brands to showcase their products, share stories and connect with a global audience. Moving forward, goals are to build a comprehensive directory, marketplace and community of outdoor-oriented brands for folks to discover and support, while also providing a resource for rural founders to collaborate and, potentially, build something bigger. “This movement will start right here in Colorado and expand nationwide in future years, with the help of key partners,” said Hall. “As founders in rural communities in Colorado, we know how important it is to collaborate and support each other due to working with more constraints and limited resources that are available in urban environments,” said Smith. “We are excited to help retailers and consumers find and fall in love with passionate, hard-working companies that provide great gear and services.” All rural outdoor brands are encouraged, at no cost, to join the Rural is Rad movement. For more info or to join the directory, go to www.ruralisrad.org/join. m By Martin Vilaboy Nurturing Our Rural Roots Movement forms to champion rural-based brands Meet the Founding Companies Town Hall Outdoor offers high-quality, sustainable apparel designed to help kids find joy outside and stay comfortable longer. Buttnski offers socially conscious and cozy shorts, pants and headwear that provide performance without sacrificing style. Stray Wild is an independent art studio that handcrafts creative solutions empowering nonprofits, brands and customers that give a hoot about the outdoors.

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