Travis Underwood, owner of Chopwood Mercantile in Crested Butte, Colorado, shares what’s moving at his store right now.
Voormi — It is hot as it’s adding a technical fabric story to the merino wool market. The surface hardened merino is the perfect mid- and outer-layer for all activities in the Rocky Mountains. Combining this with using Rocky Mountain wool and being stitched in the USA — it has become the lust piece in the store. Customers get excited when they see that we have Voormi in the store. Our two favorite pieces are the River Run Hoodie - it’s the perfect year round piece from sun protection to base layer warmth.
Second is the confluence hoodie. To quote Voormi: “The confluence of our two best-selling thermal hoodies, the Confluence Hoodie is the ultimate trail-to-tavern mid-layer. Constructed from our most versatile water shedding SURFACE HARDENED Thermal Wool, and featuring a relaxed full volume hood, the Confluence moves seamlessly from technical fleece to go-anywhere hoodie.”
Check out more of our new Hot/Not column.
T-shirts — We have seen a decline in sales of branded T-shirts across our offerings that includes Patagonia and smaller independent labels. The market is saturated with lifestyle branded T-Shirts. Even with fun funky designs, our loyalists are just not biting on T-Shirts as they were in years pasts. There seems to be a new brand emerging monthly targeting the outdoor space with t-shirts and hats.