I've always found it interesting how some of the best outdoor gear eventually finds its way into everyday life. A jacket designed for hunting in freezing temperatures becomes your favorite winter coat, or a pair of technical pants intended for climbing mountains ends up being what you wear just about everywhere. And really, why wouldn't it? If something is comfortable enough to wear for days in the backcountry and durable enough to withstand everything that comes with it, chances are it's going to perform pretty well around town, too.
KUIU is a good example of this. Since launching in 2011, the company has built a loyal following among serious hunters with its lightweight, technical apparel designed for some of the most demanding conditions imaginable. But the brand has been expanding well beyond hunting, and today its lineup includes five distinct apparel categories: Hunting, Everyday, Workwear, Training and Logo Apparel. I was curious how much of the technology developed specifically for hunters actually translates into these other categories, and whether the company is looking to become a broader outdoor lifestyle brand.
I reached out to Kevin Wilkerson, Vice President of Brand Marketing at KUIU, to learn more about what's behind the expansion.
From the Field to Everyday Life
According to Wilkerson, much of what makes KUIU different starts long before a garment ever goes into production. Rather than simply purchasing existing materials, the company works directly with some of the world's leading textile manufacturers to develop fabrics specifically for its products. Everything from stretch and durability to weight and intended use is considered during development, followed by third-party laboratory testing and extensive testing in the field.
"The DNA of KUIU is rooted in solving problems people face in the backcountry," Wilkerson explained.
That approach has served the company well in hunting apparel, but it also provides a pretty solid foundation for clothing designed for work, exercise or simply running around town. After all, the basic requirements aren't all that different. People want clothing that's comfortable, moves with them, holds up to regular use and performs the way it's supposed to. The difference is in the details.
One example Wilkerson pointed to is the KUIU Attack Pant, which has become the company's number-one hunting pant. Designed for demanding hunts, it features the durability, stretch and freedom of movement that hunters need when covering difficult terrain. But customers began wearing the pants for work and everyday activities, too, simply because they liked how comfortable and versatile they were. In some cases, KUIU customers were finding new uses for hunting apparel long before the company developed products specifically for those purposes.
That customer feedback has played a significant role in the company's expansion, particularly in workwear.
"Our workwear line is really inspired by the customers that are wearing KUIU on site and asking for some of the KUIU philosophy to make their workdays as comfortable as they are while in-field," Wilkerson said.
It's All in the Details
While certain features translate easily from hunting apparel to everyday clothing, others require a little more thought. KUIU has developed some particularly clever solutions for hunters over the years, including hip-zip ventilation on its Attack Pants and zip-off base layers that can be removed without taking off your boots. Those features can be incredibly useful during a strenuous hunt, but they're not necessarily needed in a pair of pants designed for everyday wear.
Wilkerson used the Switchback Pant as an example. While the pants benefit from the company's experience with technical fabrics and garment construction, adding the same hip vents found on the Attack Pant would probably be unnecessary. The goal isn't to pack every possible feature into every garment, but to determine which ones actually make sense for how someone will use it.
Even seemingly minor details, such as pocket placement and zipper-pull sizes, are reconsidered depending on the garment's intended purpose. A secure zippered pocket might be important when you're climbing through rough terrain, but it isn't always the most convenient option when you're simply reaching for your keys.
More Than Just a Logo
I also asked Wilkerson what makes a piece of KUIU apparel distinctly KUIU, even without the logo. His answer came down to the materials and construction details that most people probably wouldn't notice until they actually put the clothing on. Gusseted crotch construction for comfort and mobility, strategically placed stretch fabrics, and combinations of materials selected for specific temperatures and activities are all part of the company's approach. There's also an emphasis on a clean, timeless appearance rather than following whatever happens to be fashionable at the moment.
Wilkerson explained that KUIU hasn't made a deliberate effort to reposition itself away from its hunting roots. Instead, the company recognizes that its customers wear the brand in all sorts of places and appreciates seeing them represent KUIU outside the field. Of course, the newer apparel categories also provide an opportunity to introduce the brand to people who may never hunt, something Wilkerson says the company welcomes.
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Staying True to its Roots
When a company becomes successful enough to expand beyond the market that originally made it popular, how does it avoid losing the very thing that attracted its customers in the first place?
It's a challenge Wilkerson clearly recognizes. "I think this question is the crux of growing brands," he said, referring to how far a company can expand while remaining authentic to its original identity.
For KUIU, he says the answer is to keep hunting at the center of everything the company does. While the brand has added team members who specialize in developing its newer apparel categories, many of the people responsible for building KUIU back in 2011 are still there, and the company's original focus hasn't changed.
"KUIU will always innovate for its core hunting audience, that is who we are and who we will stay," Wilkerson said.
I can certainly understand why KUIU customers would want to wear the brand outside the hunting season. Once you find clothing that fits well, feels good and holds up to whatever you're doing, there's really no reason to save it exclusively for the mountains. And considering how much time and effort goes into developing technical hunting apparel, it seems only natural that some of those innovations would eventually find their way into clothing designed for the rest of our lives.
As Wilkerson put it, "The DNA will always come from the mountain."
