Unarguably, the annual Outdoor Retailer Winter Market trade show in Salt Lake City is where trends are set. A small city in itself, the show is populated by the most progressive companies in outdoor gear, goods, and apparel.
And at the most recent gathering last January, it was the heritage-infused presentation by Woolrich that garnered two of the shows most coveted style awards.
First, Woolrich was honored with the Best Overall Booth award: an honor akin to being named the coolest house in your neighborhood. According to SNEWS, an outdoor industry kingmaker, the unique Woolrich presentation was a true showstopper.
“…. Manufacturers of outdoor apparel since 1830, the Pennsylvania mill is so full of museum-quality historical objects, the team had a tough time deciding what NOT to use as props … The open center of the booth was designed to show us the heart of the brand by sharing their rich company history. Sheep sheers, sock dryers, garment racks, loom shuttles, even a framed letter from General McClellan, kept Woolrich’s ‘heart’ full of fascinated visitors … (the) Booth exterior provided contrast with the heart of yesterday by adding contemporary imagery and quotes more reflective of today’s outdoor enthusiast. Cube graphics were repurposed to mirror the walls of the booth’s past and present. Bravo, Woolrich!…”
The second award garnered by Woolrich was a bit less traditional, but no less important. During the trade show’s annual industry party, a charity-benefit street hockey tournament drew standing-room-only crowds for nearly four hours. Although the Woolrich team lost in the first round, the team easily walked away with the honor of best jersey.
The hand-crafted jerseys worn by the squad were crafted by Woolrich designer Stephen Fuller. Using American wool from the Woolrich mill, Stephen added blaze orange fleece around the shirttail as well.
After the game, numerous fans and players asked to do a “jersey swap” with members of the Woolrich team. But none of the players were willing to part with these one-of-a-kind collectors items.