Photos by Jey Beyer
Wylder Goods officially opened for business as Utah’s first female-owned and registered Benefit Corporation (B-Corp) on Cyber Monday, featuring some of the top names in the outdoor industry, including exclusives from Patagonia, Western Rise, Fjallraven, Holden, United By Blue, Carve Designs, Free Fly, Woolrich, Parks Project and a collection of artisan made goods.
Through partnerships with several non-profit organizations like American Rivers, Outdoor Alliance and The B-RAD Foundation, Wylder has created a shopping model that integrates action while cultivating what they call “outdoor adventure stewards,” versus traditional consumers.
Bridging the gap between the urban and outdoor worlds and focusing on highly curated clothing, gear and lifestyle products, Wylder is part of the new generation of purpose-built online marketplaces, where a younger, more informed consumer can easily find the best products, read inspiring stories and engage with a community of like-minded outdoor lovers.
Wylder came about “to support and give voice to women in the outdoor world who are pushing boundaries in science, activism, conservation and athleticism,” the founding duo told the Gear Institute.
“The old convention was that outdoorsy ladies had to have indoor wardrobes and outdoor wardrobes — that’s becoming an obsolete model,” said co-founder Jainee Dial. “Essentially, we want to be able to do more, with less. And because there are so many great brands mindfully producing these products, we believe that Wylder can facilitate and serve this new movement.”
“We exist as a marketplace and a microphone for the mission-driven companies in the outdoor industry,” said Wylder co-founder Lindsey Elliott. “We celebrate those striving for better business and more transparent manufacturing practices, those that build lifetime products, that repair their goods, use post-consumer recycled materials and design beyond the planned-obsolescence so prevalent in consumer production. We work with brands with heart, soul, compassion and vision — who also believe business can be a force for social and environmental good.”
“The connection is a no-brainer for us,” added Dial, “ and we look forward to the challenge of digging in to ways to develop specific partnerships, campaigns, content, and products to both cultivate and act on our values.”
A few of the featured launch products include:
The Kletterwerks Flip by MYSTERY RANCH is a 1400-cubic-inch, 22 liter, made-in-America heritage play with true functionality, exclusive to Wylder. It features an heirloom leather label and leather zipper pulls, a padded 15″ laptop sleeve, and is made from 1000D Cordura, weighing in at 1.71 pounds.
The Bailey Stretch Flannel by WESTERN RISE blends performance, comfort and style in a refreshed classic. It features comfort combined with a sharp cut and high performance in a mountain-town-ready style. The elasterell polyester with ultra-wicking COOLMAX blend elevates comfort, hand feel, and wrinkle resistance while naturally regulating temperature and wicking perspiration, odor-resistance, and stretch, tailored with a relaxed yet feminine fit.
The Bri Bol Canyon Earrings are one of Wylder’s exclusive, artisan offerings. They feature handmade relief topographic maps of the Grand Canyon etched on copper with blue patina and oxidized sterling silver ear wires. Maps vary and are one of a kind as they are drawn by hand.