Outdoor Retailer - Winter 2020 - 32

IDEAS

THOUGHT LEADERS

The Sharp Edge
With storefronts in Brooklyn and Los Angeles,
Gene Han thinks the best way to create an
authentic outdoor shop is to listen to a generation
of savvy new customers and see where they
take the industry. by Doug Schnitzspahn
Name: Gene Han
Company: Hatchet Outdoor Supply Co.
Founded: 2013
Title: Founder/Owner
Location: Brooklyn, New York, and Los Angeles, California
Downlow: Born and raised in New York City, Gene Han has been im-

mersed in retail since 2005, when he founded Alumni of NY (alumniofny.com) a premium footwear and apparel business with three
brick-and-mortar shops in the city. He developed a love for thoughtful, useful product in the boutique, but Han had loved the outdoors
since his days as a Boy Scout. So in 2013, he opened Hatchet Supply
Co. (hatchetsupply.com) as a side project. The name came from the
young adult novel Hatchet by Gary Paulsen, which had been one of
Han's favorites as a kid-and he loved the idea that a hatchet could
be the difference between life and death. The shop, which highlights
brands including Snow Peak, Klättermusen, Nanamica, Hoka One
One, and And Wander, did so well that he opened another in LA two
years later. "It's essentially a juxtaposition of my interests in good,
quality product and my interpretation of the outdoors, which, to me,
could mean the concrete jungle of NYC or the actual jungle," he says.
These days, Han juggles running Hatchet, Alumni, and Essentic, an
agency he founded that wholesales brands like Klättermusen and
Stan Ray. "That doesn't leave a lot of time to get away," he says, "But
when I do, I turn off the Slack notifications and try to tune out."

Phil Knight's memoir, Shoe Dog, was an especially inspiring read for
me. One quote I've taken away is, "Life is growth. You grow or you die."
Well-made, functional tools, packs, or clothing can be useful for
many reasons. So we actually don't make a distinction when it comes to
the "urban" customer. Further, I believe that if too much of a distinction
is made, you begin to lose a sense of authenticity.
People tend to overlook all of the costs of running a physical operation, but they pile up.
It's a luxury to be able to engage with nature. That's representative of
how the industry used to be-it reflected the socioeconomic constraints
of the past. But as the livelihoods of all segments of society improve, it's
only natural that we'll see a changing landscape within our industry.
It'll be exciting to see different interpretations of the outdoors from new
leaders of various backgrounds.
Never follow the herd.

Never underestimate the consumer. With a culture of mass production and over-consumption, customers are seeking out alternatives-
longer lasting, quality product with minimal environmental impact.
And this tide of savvy consumers is growing.
Our world has become so interconnected, so disconnecting definitely leads to some Zen moments.
The outdoor industry will need to not only listen to the growing millennial base but also empower them to be the cultivators of change.

32 OUTDOOR RETAILER

/ Winter 2020

I meet so many people in this industry and I'm not very good with
names so it's always cringe-worthy when I can't remember a name yet
they know mine.
We have a pretty comfortable set-up at both of our locations, including a big leather sofa at our Brooklyn store, so I always feel at home
when at work.
Each of us should focus on what we do best without trying too hard to
be something we're not.
It can be a daily grind, but there's nothing else I'd rather be doing. O.R

Courtesy Cole Giordano

The idea of the "outdoors" is fluid. It can mean different things to
different people.

http://alumniofny.com http://alumniofny.com http://www.hatchetsupply.com

Outdoor Retailer - Winter 2020

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