Attractive active brand, Outdoor Voices, is setting up camp mountainside in the outdoor paradise of Aspen, Colorado. Through September 15, the NYC-based company will be slinging its comfort meets design recreational wares and celebrating adventure in a welcoming space downtown.
Founder and CEO, Tyler Haney, describes the Aspen pop-up as, “Playful and fun — we try not to take ourselves too seriously. There are a lot of features people who have been to our NYC or Austin shops will recognize, and as always, the goal was to create a somewhat muted setting that lets the product stand out and really shine.”
And, the store does just that. Designer Will Fox of Austin-based McGuire Moorman — he designed its two brick-and-mortar locations — crafted a special space that showcases its aesthetic with warm, earthy elements, combining vintage fabrics with natural materials like rock and Douglas fir plywood. The Outdoor Voices apparel has found a temporary home on a subdued backdrop that feels very Colorado but also right on for the brand.
“I really wanted the store to be rooted in a more earthy, backpacking-camping vibe,” adds Haney. “I grew up in Boulder and it was a dream to open a store that spoke directly to Colorado’s outdoor culture. Old Campmor magazines and the Moosewood Cookbook from the '70s somehow made their way into our inspiration boards, and it just felt right.”
Haney’s favorite part? “The tented fitting rooms are my favorite feature. We were inspired by hiking and camping and wanted that inspiration to translate to our customers. There are three fitting rooms that all fit different from the inside—and they’re an instant transportation to the woods.”
Founded “on the belief that exercise doesn’t have to be defined by performance,” the Aspen shop will also be a daily hub for inspired recreation. The store will play host to scheduled events and outings, and they hope, “to inspire activity for fun through all jogs of life.” We can get behind this mission statement and its fashion-forward gear — even more so when the pop-up hosts all the camp vibes but without the pesky bugs.