The Daily Guide Winter 2023 - 20

FEATURE
trail running groups, and brands
in the Tri-state area by co-organizing
adventures and hosting
pop-up events. Weekday hikes
cater to creative freelancers and
retail shift workers who typically
work weekends.
Mark Boles, founder of Intrinsic
Provisions, native New Yorker,
and an advisor, says, " The biggest
thing any established brand can
do to truly support is help with
resources of any kind - pay for
a shuttle van or park entry fees,
provide a tool kit for success,
advice, connections, etc. It's not
just for participants, but for these
less established businesses who
are doing so much of the real
groundwork to authentically connect
with consumers. "
And that's just what Salomon
did during Outlandish's grand
opening trail run event by offering
all the profits from any
co-branded merchandise to fund
future trips.
LOCAL DISCOVERY
The New York City metro area
has seen a boom of mission-driven
groups (for-profit and nonprofit)
that are providing places for
every age, identity, and ability-
safe spaces to meet like-minded
folks, introduction to new sports,
transportation and gear, conservation
efforts, and resources
for individuals with physical or
financial limitations.
Outerthere and Mappy Hour
are two of many organizations
developing a network of citydwelling
outdoor enthusiasts. Instead
of competing, they've found
ways to celebrate each other, even
co-hosting mixer events simply to
get more people to meet and plan
adventures.
Outerthere focuses mostly on
beginners and locals. Founder Al
Berrios points out that so much
20
GUIDE / OUTDOOR RETAILER WINTER 2023
of the industry has relied on
messaging told by experts - shop
owners, guides, brands, publications.
" But many often forget
what it's like to be a beginner or
where to even start, let alone look
or speak like them, " he says.
Berrios emphasizes that representing
all types of people across
social channels goes a long way
in making others feel comfortable.
He's now expanded from
the outfitter to the B2B side with
the launch of the List My Trip
app. This lends guides a place to
advertise services, leaning into
the fact that locals know the land
best. His model is a very comprehensive
one - grow the community,
provide recreational resources,
support local guides, uplift lesser
represented voices, all while scaling
up his business.
" When starting out, I couldn't
find an approachable or inclusive
platform for becoming a recreation
guide, or where or how to
advertise my services, so I created
one, " says Berrios.
Mappy Hour began with a simple
premise - show up with a six
pack and a map. Then came guest
speakers, itineraries, guided trips,
packing lists, and gear recommendations.
By offering either
shuttle service or coordinating
a very popular Public Transit
Series, booking activities became
easier. And for most living in big
cities, transportation can be the
first barrier.
Mappy Hour recently introduced
an online Maker Series.
" For years we've been showcasing
the 'how' to get outdoors. Now
we're including the 'who' and giving
them a space to speak to their
why. These makers get to share
their journey in the outdoors and
their process for what they create, "
says founder Sarah Knapp.
Mappy Hour's Maker Series
has included events with New
York-based startups that emerged
out of the pandemic and found
encouragement among one
another. These brands bonded
through product collaboration
and social sharing, and they've
broken the mold by creating the
first two all-local outdoor brand
selling events in New York City.
At one event in Spring 2023, a
large group met in the Bronx for
a hike, and after piled onto the
subway that transported everyone
to a tiny coworking space to meet
several local makers.
SUSTAINABLE STYLING
In December of 2022,
Brooklyn-based clothing brand
Hikerkind was first to initiate
one of the collaborative events.
" It started out as a holiday dinner
party which then turned into
an event where we decided to
invite others. Generating brand
awareness and sale purchases
were a bonus, " say co-founders
Allison Levy and Chelsea Rizzo.
The brand was born with a dual
purpose - to start a hike club and
to create an apparel collection
for women to feel good in and go
anywhere in.
By honing in on their fashion
styling backgrounds, Levy and
Rizzo craft silhouettes, fabrics,
and colors with an emphasis on
how pieces work together as a
functional layering system and
total look. " We've put a lot of
thought into each piece and the
whole collection so that it's easy
for our consumer. She really
wants it to be multi-functional for
her hybrid lifestyle, yet effortless, "
says Rizzo.
One logistical advantage in
New York City is close access to
the garment district. Starting the
brand during the pandemic, they
found pattern makers and sewers
hungry for work along with city
dwellers itching to get outside.
One of Hikerkind's first collab
partners on a water bottle
holder was the Bronx-based gear
brand Allmansright. The name
is inspired by Allemansrätten, a
Swedish principle known as " The
Right of Public Access " , signifying
the right of everyone to freely
roam and explore the outdoors.
The Daily Guide Winter 2023

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