Moosejaw, in collaboration with its parent company Walmart, is introducing two “inclusivity-focused” gear and clothing lines to the millions of consumers not traditionally exposed to performance backpacking and hiking products. These two new lines, Lithic and Allforth, reportedly showcase “enthusiast-grade performance and quality at affordable price points.”
Lithic is a backpacking and hiking equipment brand that includes tents, sleeping bags, packs and cookware. Allforth is an outdoor apparel brand that includes men’s and women’s hiking shirts, pants and shorts in regular and extended sizes. Both lines are designed to draw new participants into the fun, community and health benefits of hiking and backpacking, said Moosejaw.
Lithic is available on Moosejaw.com and Walmart.com, in Moosejaw stores and a pilot of 50 Walmart stores. Allforth is available on Walmart.com. Designed with accessibility as a priority, Lithic and Allforth provide performance at price points ranging from $13 to $140.
“The outdoor industry will not grow without attracting a more diverse customer base, and diversity will not happen without inclusivity,” said Eoin Comerford, CEO of Moosejaw. “This step is just one of many that we must take as an industry to be more inclusive to people of all ethnicities, genders, sizes and economic backgrounds.”
Offering apparel and gear at more approachable price points can pave the way for a lifelong love of the outdoors, continued Comerford. “It is hard to ignore that during the past weeks, we have seen an entirely new group of consumers discover the outdoor experience for the first time. It is our job to keep this consumer engaged for the long haul.”
All told Lithic Gear includes lightweight tents, down and synthetic sleeping bags, all-in-one stoves and cook sets, and technical day-packs and multi-day backpacking packs. Prices range from $24.96 to $148.
Allforth Clothing features 15 backpacking-friendly styles, including pants, shorts, T-shirts and shirts designed with performance fabrics, technologies, and features. Technical features include two-way stretch, zip-off pant legs, breathable and water-wicking fabrics, vented shirts, and cleverly positioned pockets. Available in men’s sizes S to 3XL and women’s sizes XS to XXL, prices range from $14.95 to $34.95.
“The majority of Lithic and Allforth customers have never walked into their local gear store or visited a specialty website,” continued Comerford. “Yet, they do visit Walmart.com or shop their local Walmart. That is where we will introduce them to our products and our outdoor activities. Lithic and Allforth present ideal entry points for people new to the outdoors because of the price points, ease of use, inclusive sizing and easily understood product descriptions. The brands will also be very attractive to a seasoned backpacker conscious of keeping costs down while updating his or her gear to the latest features and fabrics.”
