THE MARKET
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8. Vuori PERFORMANCE JOGGER Connect Booth #401
at Alpine Shop in Missouri. MSRP $94; vuoriclothing.com 9. Smartwool SKI OVER THE CALF SOCKS Connect Booth #212 Yeah, yeah, the kids gave them a big toss in A Christmas Story , but socks remain the ultimate gift. Good socks, that is. Smartwool’s merino wool is a proven performer with customers and imparts the same cozy confidence in any of the brand’s products. “We stock various weights of merino socks, baselayers, sportswear, and accessories that our guests come to expect us to have every year,” says Mohr. MSRP $30; smartwool.com 10. Patagonia DOWN SWEATER Connect Booth #710 Mohr has one more plug for Patagonia: the always-versatile and in-style light puffer jacket.
of lightweight, screen-touch gloves go a long way.” Ta-da! Reasonably priced, these babies from TNF are just the ticket, and customers do not have to take them off to use a phone. MSRP $40; thenorthface.com 7. Patagonia CAPILENE MIDWEIGHT TOPS AND BOTTOMS Connect Booth #710 “One thing I know I can always sell in the winter is Patagonia base layers,” says Ashley Gon- nella, co-owner of Pine Needle Mountaineering in Durango, Col- orado. “The Men’s and Women’s Midweight Capilene is something we will always have in stock. It’s a style that people like to replace more often and also makes a good gift for those for whom it’s hard to buy.” Add to that the brand power B Corp Patagonia carries with its dedicated customers and even those new to the outdoors. MSRP $89; patagonia.com
“We carry the men’s, women’s, and kids’ SKUs,” she says. Credit the popularity of the shell to its sheer versatility. “It provides light- weight warmth for around town or works as a layer under a ski shell.” MSRP $279; patagonia.com 11. Rab KHROMA DIFFRACT JACKET Connect Booth #301 Sometimes, a new name can draw customers who are tired of the same old stuff on the shelves. Rab is a proven alpine performer that’s making inroads with more casual customers. This tech- heavy shell combines waterproof Proflex fabric on the outside and body-mapped PrimaLoft Silver insulation to deliver just enough warmth without sweating you out. Add it all up, and you have the perfect cold-conditions jack- et for athletic skiers and riders who like to hike a few laps as well as ride the lifts. MSRP $445; rab.equipment
Vuori scores big with Grass- roots retailers all winter long. Credit the brand’s popularity to its savvy marketing and pure comfort once a customer tries it on (plus, the brand has made a welcome strategic move to combine DTC with availabili- ty at select brick-and-mortar retailers). “Anything from Vuori other than outerwear—and even that—sells, no matter the weather,” says Polivy. “It fits right, it’s cozy, and it’s priced under $150. That makes them a perfect gift too.” And no Vuori product pleases the comfort-seeking crowd (be they athletes or tourists) better than this take on sweatpants. “Mens and womens styles of the jogger have become a favorite for wearing to the gym, around the house, or for travel,” says Bren- da Mohr, merchandise manager
26 GRASSROOTS STORIES
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