Outdoor Retailer was a great experience, but I never realized how many brands are trying to say the same thing. Currently, the outdoor industry is predicated on being green and taking the aspirational to the tenth degree. It's not a bad message, but it feels like they're talking to themselves instead of to 90% of their consumer base.
It may be because I come from rural America, but most people I know who actually live and play in the outdoors in the outdoors have other concerns. They want a product that works first, looks good second, and make them feel badass. I don't need a boot that can be recycled after it summits the Himalayas. But I do need something that will dominate Forest Park.
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