Flowfold, a Maine-based maker of technical wallets, bags, and other outdoor gear, earned itself a spot in the headlines this March when it pivoted its entire operation to focus on building face shields for hospital workers. With astonishing speed, the company shut down production of its usual lines and poured most of its resources into designing, testing, and creating a single product that has nothing to do with the outdoors. For the last eight weeks, the brand has effectively operated as听a medical device manufacturer.

This week, the shift intensified when Flowfold won a contract from the state of Maine to provide the Maine CDC with half a million face shields, a move that will require the business to double its current output from 50,000 to 100,000 units per week. What began as an effort to “deliver a little help to our local hospitals,” according to Flowfold CEO and co-founder Devin McNeill, has become “almost like having a whole new business. We鈥檙e going to be in this for as long as there鈥檚 a need,” McNeill said.

A Natural Shift

It’s a bold move from a business perspective. Flowfold hasn’t produced a single unit of its typical products for months, and the company is running out of stock to fulfill online orders, McNeill tells 国产吃瓜黑料 Business Journal. “We鈥檝e spent ten years building this company. The second you stop selling your product, it鈥檚 a risk,” he said.

But rather than fret over the current state of affairs (it was, after all, his decision to get into PPE production in the first place), McNeill views the move as perfectly aligned with his brand’s fundamental character.

“When you鈥檙e building a business, you have to focus on the strong points that set you apart. In many ways, that鈥檚 more important than what you sell; it鈥檚 about the ‘why,'” he said.

Flowfold’s ‘why’ is organized around movement, according to听McNeill: allowing people to travel through the world鈥攚hether on adventure trips or day-to-day errands鈥攕moothly and safely. In that sense, the shift to face shields isn’t a threat to the company’s identity, per se. The new product, though not “outdoor” in the traditional sense, answers the same ‘why’ as the brand’s backpacks, wallets, and other gear.

“In many ways, our face shield is the perfect symbol for what has allowed us to be successful since day one,” McNeill said.

A Change in Operations

Of course, that idea isn’t easy to communicate to consumers. In the past two months, it has taken Flowfold longer to ship core products ordered through the website, and there may come a day, McNeill said, when the company has to tell customers to come back later if they want to purchase any of the brand’s usual gear.

“So far, the response from [customers] has been positive when we say it will take a little longer to ship something,” McNeill pointed out. “Everyone understands what we’re trying to do.”

Customer perception aside, the situation does present some interesting opportunities for brand soul searching. In the coming months, Flowfold will be asking itself a lot of questions about what it represents and what it wants to become, McNeill says.

“For me, I would be doing the company a disservice if I wasn鈥檛 open to thinking about new ways to position the brand. As long as there鈥檚 a clear tie back to the ‘why,’ we’re open to asking ourselves how we can apply this approach to other new products, potentially within the medical space.”

Into the Future

All of this is not without precedent, and not necessarily permanent.听McNeill points to other companies that made sharp turns during times of crisis and then eventually shifted back, like Maytag, which abandoned washing machines to听produce military equipment during WWII.

The difference with face shields and other PPE is that they don’t require government contracts to turn a profit. Products to combat the spread of coronavirus can be sold directly to consumers鈥攁 reality other outdoor brands have begun to . Flowfold could keep PPE in its offerings for months or even years if demand stays where it is.

“If it does go in that direction, I think we could even split into two companies,” McNeill said. “At a certain point, it’s hard to manage all under one roof.”

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As the White House resists calls to mandate the production of masks and other resources to fight COVID-19, some companies have stepped up voluntarily to help. In the outdoor industry,听Eddie Bauer听and Flowfold are among the first.

“Just a few days ago, we learned that some of our Chinese vendors had the capacity to produce masks,” Damien Huang, president of Eddie Bauer, told 国产吃瓜黑料 Business Journal. “They had already been doing it to fight the outbreak in China. As soon as we learned of that capability, we converted some of our production.”

A shipment of 5,000 N95 masks鈥攁 model in high demand by healthcare professionals鈥攊s already on its way to the U.S. and should arrive within a week, Huang says. Those masks will be distributed to Seattle-area hospitals, as will a second shipment of 15,000 surgical masks set to arrive by April 1. For now, Eddie Bauer hasn’t solidified plans to produce more than 20,000.

“With all our stores closed and demand down, every nickel counts for our business. But this is something we felt like we had to do, even in hard financial times,” Huang said.

In Maine, James Morin, COO of Flowfold, expressed a similar sentiment.

“This is what makes America resilient. When we need to come together for the good of everyone, we do.”

Flowfold, a producer of travel and lifestyle gear, has pivoted its entire business to focus on one product for the immediate future: face shields for hospital workers.

“This is a complete transition. We鈥檝e effectively had to create a brand-new business in eight days. Any orders that customers had placed before this started will still be shipped, of course. But as of now, we鈥檙e only making one product,” Morin said.

The two largest healthcare organizations in Maine have already placed orders from Flowfold. Elsewhere in the country, others have expressed interest.

As the coronavirus crisis continues to develop, other brands in the outdoor industry may follow suit. For now, though, Eddie Bauer and Flowfold are leading the charge.

“The message here is that if you can afford to do something, you should,” Huang said. “As bad as things are, there is always a benefit in taking action, even if that action is small.”

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We all know the outdoor industry鈥檚 legacy brands: Patagonia, The North Face, Arc鈥檛eryx, Black Diamond. But where are the fresh-faced newcomers destined to become titans?

First, why startups matter: 鈥淚nnovation and industry progression come from the group, not a handful of companies,鈥� said Drew Simmons, founder of PR agency Pale Morning Media. 鈥淓ven the best company with the largest R&D budget can鈥檛 match the innovation from hundreds of brands with small budgets.鈥� Meaning startups fueled by a connection to the outdoors feed the industry鈥檚 success and relevancy.

At Outdoor Retailer + Snow Show in Denver this January, we looked for startups pushing the industry forward. What do they share with legacy brands? Gear obsessions, perfected. And a tireless zeal for sharing innovation with the masses. We predict big things from these 12 nascent brands.

Agency Aspect / outdoor gear with a touch of luxury

You鈥檝e already seen gear designed by Michelle Rose and Liana Delucca Johnson. Before teaming up to launch Agency Aspect and create women鈥檚 bags, both women worked for The North Face. Rose helmed the team behind women鈥檚 outerwear; Johnson focused on backpacks. That experience informs Agency Aspect’s inaugural 鈥渁ctive luxury鈥� bags. The Hybrid Crossbody and larger Messenger鈥攆eatured in the brand鈥檚 current Kickstarter campaign鈥攄eploy 500D Cordura, premium leather, climbing hardware, magnet closures, water-repellant zips, and ergonomic shape for hands-free use. 鈥淭he bags are a hybrid of luxury and performance,鈥� said Rose.

Chill Angel / merino wool PJs promise quality Zzzs

After Betsy Seabert survived breast cancer, doctors prescribed an estrogen blocker that triggered hot flashes every 20 minutes. Each night featured sweat, chills, and scant shuteye. Then Seabert turned in wearing a merino wool base layer she at home in Steamboat, Colorado. Unlike synthetic pajamas, the wool pulled moisture away from her skin and retained warmth when damp. Seabert woke up rested鈥攁nd inspired. She launched Chill Angle merino wool sleepwear in November 2017, drawing on her career in sales with Smartwool and Point6 to source New Zealand merino that鈥檚 cut and sewn in California. The line uses 18.5micron yarn at 200 grams per square meter for a smooth, light feel against skin. 鈥淭he idea is to make your sleep as comfortable as your outdoor activity,鈥� said Seabert.

Coalition SNOW / skis for women who rip

At Coalition Snow鈥檚 booth, skis and snowboards purpose-built for women display common high-performance features: wood cores, ABS sidewalls, sandwich construction, camber underfoot, tip and tail rocker. So, what sets the Reno-Tahoe brand apart? 鈥淭he way we design products is the innovation,鈥� said co-founder Jen Gureki. 鈥淲e see women鈥檚 differences as a strength, not a deficit.鈥� She and co-founder Danielle Rees learned the technical components of ski manufacturing from veteran builders and engineers. Then they built skis from 157 to 180 centimeters long, with torsional stiffness and stiff flex鈥攁ll qualities scarce in women鈥檚 specific models. Shred the patriarchy, indeed.

Cusa Tea / revolutionary brews

Jim Lamancusa carried tea on a 2016 backpacking trip鈥攁nd emerged from his Colorado Rockies sojourn burdened with soggy tea bags. 鈥淭ea absorbs 400 percent of its weight in water,鈥� he said. 鈥淚t鈥檚 the only thing heavier to pack out than pack in.鈥� Twelve months and 22 patents later, Lamancusa debuted the world鈥檚 first premium instant tea. Lamancusa鈥檚 method starts with a cold brew of organic tea leaves and real fruit, then uses vacuum dehydration to produce tea crystals. Empty a 1.2-gram sachet into a mug, add 14 ounces of hot or cold water, and your cuppa鈥檚 ready in three seconds.

Fisher + Baker / urban menswear built for outdoor moments

When Greg Horvitz lived in mountain towns, he favored function over style. He wore Gore-Tex to Vail鈥檚 bars; rocked flannel and Carhartts at a Maine office. Then Horvitz moved to Minneapolis. There, he needed sophisticated layers that worked for his daily bike commute. As the industrial designer refined prototypes, he connected with outdoor industry vet Mike Arbeiter. In 2016, they launched Fisher + Baker, a menswear apparel brand that combines classic silhouettes, technical fabrics, and functional tailoring. Consider the Birmingham CPO jacket: Schoeller鈥檚 c_change membrane blocks wind and rain, synthetic insulation adds warmth, and underarm zips provide ventilation. 鈥淓ven in a city, I find little outdoor moments every day,鈥� said Horvitz. 鈥淚 wanted confidence in the elements鈥攁nd style.鈥�

Flowfold / upcycled sailcloth becomes durable gear-haulers

In 2005, Charley Friedman learned to sew sails on the Maine coast at his high school summer job. Then he used mylar and carbon fiber scraps from racing sails to make indestructible, featherlight wallets. Friedman kept stitching as he studied civil engineering. After graduation, he decided to build Flowfold around transforming pre-consumer waste into minimalist, hard-wearing wallets, bags, packs, and duffels. 鈥淚 wanted to figure out how to make money and give back,鈥� said Friedman. 鈥淭he outdoor industry is faster paced than designing roads or building chemical plants.鈥� His company works with fellow Maine brands: Sterling Rope offcuts become dog leashes; L.L.Bean carries exclusive product. And every Flowfold product is made in the USA.

Himali / high-altitude outerwear by seasoned mountaineers

Tendi Sherpa first met Dave Schaeffer in 2014, at base camp in the Argentinian Andes below Aconcagua鈥檚 22,281-foot summit. A year later, the mountaineers launched Himali, an apparel brand dedicated to building layers for brutal high-altitude environments. Tendi, a Nepali IFMGA-certified guide who鈥檚 summited Everest 11 times, brings two decades of experience on 8,000-meter peaks to the design process. Dave is a former REI staffer with a mountaineering habit and a business degree. After a trio of Kickstarters, the duo arrived at OR + SS 2018 with three styles for men and women: an 800-fill, 9.8-ounce down jacket; a waterproof/breathable hardshell; and a stretchy, windproof softshell. Think technical, elegant layers, built to perform from base camp to summit鈥攚ith proceeds supporting Himalayan schools and clean water initiatives.听

NoSo Patches / DIY gear repair gets better

Kelli Jones has skied Wyoming鈥檚 Jackson Hole for 16 years, where the rugged Tetons shred her outerwear. 鈥淏ut I鈥檓 not putting duct tape on my $400 puffy jacket,鈥� she said. Instead, the accountant spent nights in her garage with an X-acto knife, fabric swatches, and assorted glues to design a patch that wouldn鈥檛 fray or gum up. Next, she handed out samples in Jackson鈥檚 tram line and raised $15,000 in a 2017 Indiegogo campaign. Today, NoSo Patches offers patch kits ($4.99鈥�$14.99) that pairs a top-secret adhesive with ripstop nylon for foolproof gear repair. Simply open the package, peel off backing, press over a tear, seal with heat. Third-party testing shows Jones鈥檚 product lasts for 50 laundry cycles.

QALO / put an outdoor-proof ring on it

The perfect accessory for your technical flannel? A medical-grade silicone wedding ring. That鈥檚 the basic premise behind Qalo (say it: kay-lo), a California outfit launched in 2012 by Ted Baker and KC Holiday. The friends had each recently married, but metal rings didn鈥檛 suit their active lifestyles. They bet rock climbers wary of avulsion injuries felt the same. Ditto ski patrollers, guides, gym users, or anyone whose daily grind destroys gemstones. 鈥淲hat drives me is people, not what it鈥檚 made of,鈥� said Baker. Worried silicone will succumb to chain grease or scorching desert? Try Q2X, a non-conductive polymer that resists chemicals and tolerates high temperatures. From $20.

reDEW / a new kind of denim

Peter Lantz knows that denim is a dirty business. It鈥檚 also a massive business 鈥攇lobal denim sales top $50 billion each year. He saw this firsthand at H&M and VF, parent corporation to Lee and Wrangler. When he and Anders Haglund teamed up, they decided to make jeans that last, so consumers buy less. 鈥淲e want our base in the outdoors, where people actually care about the environment and the durability and lifecycle of the products they buy,鈥� said Lantz. In reDEW鈥檚 Core Collection (from $150), organic cotton blends with recycled polyester for a durable fabric with 360-degree stretch. The manufacturing process trims water and chemical use by 80 percent and cuts energy draw in half compared to standard practices. Coming soon: reDEW ditches cotton. This summer, reDEW will debut jorts cut from Zero Cotton Fabric, a blend of aspen, pine, and birch fibers from ISKO, a Turkish textile manufacturer that dominates global denim.

Teton Bros听/ apparel for the skin track and the white room

Teton Bros designs herald a new generation of technical apparel in a highly competitive field. But we鈥檙e not talking urban cardio. Founders Nori and Junko Suzuki make backcountry-specific apparel. Nori, once a Spyder distributor in Japan, drew on ski days at home and in the American West to build 鈥渇unctional beauty鈥� into technical garments. That means off-center neck zips to prevent frostbite. Pit zips positioned on the chest for better air flow. And detachable bibs with an offset waist zip that delivers versatility minus cold spots. Plus, Polartec NeoShell, Alpha insulation, and Power Wool, for breathable yet protective layers throughout. Established a decade back in Japan, Teton Bros arrived stateside in 2015.

Weston Snowboards / backcountry-inspired snowboards

Powder. That鈥檚 the first obsession snowboarders Leo Tsuo and Mason Davey shared. And the reason both worked in the Weston Snowboards shop in Minturn, Colorado. When the founder decided to sell in 2016, Tsuo and Davey purchased Weston and partnered up on a second obsession: backcountry-inspired snowboards. 鈥淎dvanced riders aren鈥檛 getting enough at resorts,鈥� said Tsuo. 鈥淭here鈥檚 still stoke to be built.鈥� They replaced the storefront with a mobile showroom. And engineered a 2018/19 splitboard line with hole-less bases鈥攎eaning smooth bases without visible hardware, a standard feature among top brands鈥攆or better glide and durability. Coming in 2019/20: a swallowtail split with weighted tails for user-friendly kick turns.

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