Wednesday, January 28, 2009
OUTDOOR RETAILER WINTER 2009 ROCKS UTAH WITH PEPPY FASHION SHOW
Canada Goose Storm Chaser Jacket: worn over the Lodge Down Jacket (M) and Camp Down Jacket (W)
NON-STOP STRUTTERS DOWN THE RUNWAY GETS IT GOING
Salt Lake City Palace
THURSDAY, JANUARY 21st, 2009
Images and Words, Judith Ecochard
The Outdoor Retailer Winter Tradeshow packed the SLC PALACE’s Grand Ballroom with buyers, exhibitors and media- for it’s first ever runway show, sponsored by Woolrich-makers of technical, casual and endurance apparel.
Egged on by a spirited group of dancers working their magic-“ High School Musical” style, the pumped up crowd was dazzled by athletic feats.
As veterans of runway shows, we - on the other hand - were even more impressed that the clothes were so flexible and pliant. Some of the separates- loaned by a large number of the exhibitors like our favs Canada Goose, Mountain Hard Wear and sustainable casual wear clothing line Aventura…were hard core winter wear.
Happily, the sponsor was estatic. To quote the official press release put out by Soar Communciations:
"The fashion show was a huge success for us," said Jerry Rinder, Vice President of sales and marketing for Woolrich. "It wasn't your typical fashion show. It brought the Woolrich Heritage line to life in an energetic and youthful way, and it brought buyers into our booth where we could discuss how we've updated our traditional products with technical fabrics and design."
The saturated bright- and deep jewel tone colors, slimmer silhouettes and sleeker styling, courtesy of technological advances in textiles, made mostly from recycled content (YEAH), that keeps wearers appropriately warm/cool with temperature control sensors- cutting edge capabilities… and with superior moisture wicking properties. Maybe that’s why the dancers barely broke a sweat.
The Michelin Man puffers and neon nonsense from yesterday are gone. And interestingly, not one piece ski outfits unlike all the jumpsuits we saw scattered all over the Spring 2009 Fashion shows.
IMHO: The performance wear exhibitors we saw…and the industry in general… compete more with the big box stores like H&M, Target, the Gap and Wal Mart---than with each other.