From Trendy to Timeless? Cotopaxi’s Plan for the Future
- colin7931
- Sep 19
- 29 min read
Today Colin sits down with Lindsay Shumlas, CEO of Cotopaxi, for a conversation about the brand’s evolution, impact, and future.
What we cover:
How Cotopaxi sees itself today: outdoor brand, lifestyle brand, or both?
The role of iconic products in a market that’s shifting toward versatility and lifestyle.
The future of Del Día and Más Vida, Cotopaxi’s sustainability-driven product lines.
Why resale and circularity matter for the outdoor industry.
How Cotopaxi is planning for growth across wholesale, D2C, and international markets.
Shumlas’ 5-year vision: Cotopaxi as a household name, known as much for impact as for bold gear.
Cotopaxi has taken its share of rocks on The Rock Fight which makes this open conversation even more exciting. Lindsay showed up ready for the fight and to talk about whether “doing good” can coexist with growth.
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Episode Transcript:
Ibex!
00:00:02.080 - 00:01:11.990
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Chris DeMakes
00:01:13.350 - 00:01:20.710
Rock Fight. Rock Fight. Rock Fight. Rock Fight. Rock Fight. Rock Fight.
Colin True
00:01:21.830 - 00:04:16.450
Welcome to the Rock Fight where we speak our truth, slay sacred cows and sometimes agree to disagree. This is an outdoor podcast that aims for the head.
I'm Colin True and today we are looking at the future of Code Epoxy as their CEO Lindsay Shumlis joins the show. But first, some programming reminders. Be sure to come back to the show on Monday to join me and the Monday boys.
Owen Comerford and producer Dave Some big news coming out on this week's Monday episode. You're going to want to check that out. Then on Tuesday you're going to open the container with Doug Schnitzbahn.
This week's guest with Doug is actually a former Rock Fight guest, Chris Kaise. He's going to be talking about Republic and then on Thursday at All New Gear Abbey.
Join Chante Salibair and me as well actually on that podcast that comes out next Thursday. You don't miss that.
If you want to get more out of your Rock Fight experience, head over to Rockfight Co and sign up for our newsletter which comes out every so often when I get around to making it, and it's pretty damn good when it does, so you don't want to miss the next one. When's it going to come out? I don't know, but pretty soon.
Also, make sure you send us your emails, send them to myrockfightmail.com and head over to Instagram and follow us where we are. Rock Fight Fight Co. Okay. In the spring of 2024, we released an episode of the Rock Fight called Code Epoxy. Doing good or Just an Outdoor Trendy Vibe?
And in that episode, I talked about how our iconic outdoor brands came to market in prominence on the back of innovation and established their legacy with an enduring iconic product.
And in that episode, I questioned if Code Epoxy, which no matter your opinion on them, has to be viewed as one of the more promising recent examples of a new brand to gain their own prominence in the outdoor space and could eventually join the ranks of Patagonia, the North Face, or Mountain Hardware, given how they have positioned themselves and their product line. So here's a quick snippet from that episode in case you don't want to go back and listen to the whole thing.
And what I'm trying to say is that Cotapoxy is building their brand on Vibe.
Their early days investment in young consumers with the Questival seems to have bought some goodwill and the market has responded well to their color blocking aesthetic. But as they mature, what is going to carry them? Trends run out.
And like I asked my co host Justin Hausman in Monday's episode of the Rock Fight, if you were in the market for a basic black puffy, why would you choose coat Epoxies over anyone else's? Since that time, I've been able to have multiple chats with the food at Cotapoxy about who they are and what their plans are.
And here on the Rock Fight, I think we've been pretty equal in both our criticism of the Cotapoxy. You know, the criticism coming on things like products, maybe their trade show setup, but also our praise of the brand.
I mean, the brand made our top five apparel brands earlier this year.
So today we're finally able to get Lindsey Shumless, COT Epoxy CEO, to come on and talk about both the questions I've had for a while and also take a look at what CodePoxy will be doing in the future. So welcome back to the rockflight, where today we're taking the temperature of codepoxy with Lindsey Shumlis.
All right, we're here today with Lindsay Shumlis, the CEO of CodePoxy. After a long time, we're making it happen. Welcome to the show, Lindsay.
Lindsay Shumlas
00:04:16.850 - 00:04:29.699
Thank you, Colin. I'm. I love that we're doing this. I'm super excited to Be here. We've been talking about it for a while and I'm glad we made it happen.
So I'm excited to share more about Cotopaxi, our impact and where we're headed.
Colin True
00:04:30.339 - 00:04:52.240
And I want all other CEOs in the industry to take note. Lindsay's here.
That's the open invite for you to match her vibe and her energy and come on the rock fight and talk about what's going on at your brand. Reach out. We want to talk to you. You're taking one for the team here because Cotapoxy, you get on the receiving end of some rocks from us.
You've also gotten some latitude, some compliments, but, you know, you're to talk, which is awesome. It's the way it should be.
Lindsay Shumlas
00:04:52.480 - 00:05:05.760
We have, we have. I mean, you know, we've made some of your top lists. We've been called out for a few things, so.
But you know, Colin, you've been great and, you know, we've had a nice rapport back and forth, so I'm excited to share more.
Colin True
00:05:06.160 - 00:05:13.200
We don't get better without criticism. Us too. Right? You gotta, you gotta, like, take some lumps every once in a while. I'm like, oh, yeah, we should probably not do that.
So that's the way it should go.
Lindsay Shumlas
00:05:13.200 - 00:05:23.500
But, well, I think it's good to, you know, there's some accountability on the industry. Right. So it's actually good. It's positive, I think, for all of us to have open dialogue about where we are and where we're going.
Colin True
00:05:23.980 - 00:06:07.210
So back spring of 2024, I did an episode called Cotopoxy Doing Good or Just a Trendy Outdoor Vibe. And the point of that episode, I really want to take a look at what cotopoxy was doing to establish itself as a modern outdoor brand. Right.
Comparing it to the Patagonias in the north, faces of the world, kind of once you sort of establish the modern outdoor industry.
Because at least at the time, it felt like codapoxy was trying to kind of position themselves upon the launch of the brand alongside those types of brands. And if I fast forward to today, I'm not sure that's the case anymore. And that's kind of what I want to dig into.
But you've been at the brand for about 18 months now. You know, from your point of view, what is the positioning of cotapoxy? Like, are you guys a traditional outdoor brand?
Are you an outdoor leaning fashion brand, a travel brand? Like, how do you view what the brand is?
Lindsay Shumlas
00:06:08.170 - 00:06:14.970
Well, I'm Glad we're starting with this question. And spring of 24 was actually right when I had started with the brand. So I see you can take.
Colin True
00:06:15.050 - 00:06:19.610
There's no responsibility for anything. I was observing at that time way before you.
Lindsay Shumlas
00:06:19.850 - 00:07:12.530
I did, but I did. I did hear about it, obviously, and listened intently, and I think that was the start of our dialogue coming on here at some point.
But to answer your question, since our founding, we believe the outdoors should be joyful, accessible, and also delivering on performance and creating impact. So for us, adventure and doing good have to go hand in hand.
I don't think we've ever fit the traditional outdoor mold, and I would say that's by design. So from day one, we were focused on blending outdoor energy with lifestyle versatility. And I would say, Colin, we're a proud outlier.
We're built for people who love getting outside but might not see themselves as outdoorsy. And while a lot of brands are now chasing crossover appeal, that's always been our lane.
Colin True
00:07:13.010 - 00:07:13.410
Right.
Lindsay Shumlas
00:07:13.410 - 00:09:43.820
So I don't think the future of outdoor is really about being the most hardcore. I truly believe it's about being the most welcoming and providing a positive experience in whatever the outdoors experience really means to you.
So we know that the industry is shifting and the growth in this industry is really happening in lifestyle. Inclusivity, purpose. And we've always had authenticity and optimism at the core of who we are.
And I'm incredibly proud to be one of the brands that's leading that shift.
So whether you're hiking a local trail, you're exploring your own city, you know, the brand has always been about inviting everyone into that adventure. And I truly believe that's what sets us apart. You know, I've heard you talk on the Rock Fight podcast about the COVID up, the logo test.
I don't remember which episode. That was probably like a thousand at this point, but yeah, yeah, maybe, maybe.
But it was one of my favorites because if you truly applied that to Cotopaxi, you'd still know our products are ours. So we're not and haven't been this faceless, interchangeable brand. We stand for something real and we always have.
And we make real, deliberate sacrifices to stay true to our mission. And we're going to continue to focus and help lead a do good movement, showing that business can and should be a force for good in the world.
And we're truly inclusive and welcome and listen to customer feedback. We've had our fuego down jacket. I think you talked about it maybe in that spring 24, spring of 24 on that podcast, actually.
So, you know, it's got the traditional color blocking and it's versatile.
After a lot of customer feedback and thoughtful design, we've completely revamped it so better fabrics, smarter fit, fully sustainable, and more personality than ever. So, again, I think it's probably worth trying that jacket, Colin.
But we've always, like I said, we've always kind of been between, I would say, a traditional outdoor brand and a versatile lifestyle brand, and we're going to continue to double down there.
Colin True
00:09:44.830 - 00:10:50.540
Yeah, I think that jacket was, I think, at the heart of it, because that episode was actually spawned after.
Out of talking, as I recall, a rep buddy of mine who was kind of made a comment of when the trend moves on, maybe the color blocking sort of trend maybe moves on. What's next? What's the thing that you kind of hang your hat on? And that's why I was bringing.
It was an interesting other thought experiment when if you look again at the old guy kind of point of view in the industry of, well, you think Patagonia, you think Cinchilla. If you think the North Face, you think the Nuptse, the. Or the Denali or whatever. What's code, epoxies.
And it was sort of like, hey, would you guys be at risk if the trend's like, okay, we're not doing that anymore. Like, so why would I buy a coat of a coat. Epoxy piece? And I think in the.
That was sort of the thought experiment I was having to lead to that episode. But I think, you know, and we're going to get into it a second.
I want to ask you about the broader category, but do you think it's actually, I guess, either necessary or important to have almost that iconic product anymore? I don't necessarily think that it is. I think there was a time when you did.
You needed to have that sort of like North Star, like, you want to know what we're about. That's it. Do you think that's even like, do you need that these days?
Lindsay Shumlas
00:10:51.340 - 00:11:23.330
Well, I think you need products that, you know, you've built equity and in that customers trust you for. I do, yeah.
And, you know, that's why, if you look at my fuego example that we just talked about, we've now developed that into a much more modern fit. Is it the same traditional three stripes? No, but it's carrying on that traditional namesake.
Namesake that we've always had that our customers love, but in a new modernized fit that I would say has evolved but doesn't walk away from. The core of that jacket.
Colin True
00:11:23.570 - 00:11:35.010
Yeah.
Because I mean, and it's funny you mentioned too, thinking about when one of my first meetings actually I ever took when I was at Polar Tech was with CJ at this kitchen table in Sugar House in Salt Lake City.
Lindsay Shumlas
00:11:35.410 - 00:11:36.210
I love that.
Colin True
00:11:36.610 - 00:12:49.940
Right. As codepox, he's getting ready to launch. Right. And I tell that story of like, that was what was interesting about working for Polar Tech.
Cause I had like those kinds of meetings. And you meet with really big brands too. But you know, at that time there were.
There were basically there were outdoor brands and lifestyle brands and then outdoor brands who had lifestyle products. So it totally makes sense that the early days of Davis and CJ and the crew there would want the brand to lean more on outdoor.
1 want to kind of position. You don't want to be like, hey, we're American Eagle with better fabrics. Like, no, we're. We're an outdoor brand.
We want to have like a function and a purpose to exist. But since then, the participation in the outdoor space has grown significantly. Right. Thanks, Covid.
And everything else along the way, as well as just kind of generally gaining steam. And it's expanded to include more casual participants.
And it's kind of led to develop what I call the 85% brands, sort of outdoor brands that can cover for you about 85% of what you want to do outside.
But they're never, they're not even interested in having a pinnacle, top of the mountain, like super technical, like all the bells and whistles, you know, you see spun sponsored athletes kind of products. So the band, you know, like I think of like the Howler Brothers, the passengers, hiker kinds, that kind of thing.
I mean, do you see that as a significant development happening in the industry, especially as the outdoor demographic sort of evolves?
Lindsay Shumlas
00:12:51.140 - 00:14:19.740
Absolutely. I mean, I see that as probably one of the biggest shifts and most significant developments in outdoor right now.
I mean, the, you know, back to your point on Covid, Right. The growth in participation has widened the tent.
But I would also say that I don't think most people need a closet full of just summit grade gear to enjoy the outdoors.
I truly believe that customers want versatile, functional and expressive products that feel authentic to how they actually live and not just how they recreate. And I actually believe this is where the growth is. And honestly, it's where the cultural relevance is too.
So I like to think that the future of the outdoor industry is less about only being technical and more about being accessible, inclusive, and honestly, optimistic. So, you know, of course you still have to have performance features. We have. We always will.
But you know, Colin, I'm really proud that we're at the forefront of that evolution.
And when I want consumers and you know, people that recognize the llama and think of Cotopaxi, I want them to expect to see us on the trail and on the slopes, but also equally expecting us to be in an airport, on campus, at a coffee shop. So we're going to be joining customers on adventures big and small and we'll continue to do that.
Colin True
00:14:20.860 - 00:14:35.400
Do you pay attention to some of the core versus casual discourse that exists in places like LinkedIn and stuff like that and these sort of old guard who are clinging to what the outdoors is supposed to be or is that at all across, across your desk?
Lindsay Shumlas
00:14:35.560 - 00:14:54.680
It does. It comes across my desk. I mean, I pay attention to, you know, I pay attention to it.
But again, that's not really influencing where we are headed because, you know, we're staying true to who we are and I would say where we've always been. It's like I said, it's our lane and so I'm staying focused there.
Colin True
00:14:56.040 - 00:15:45.210
Yeah, that's the stuff that I got to look at or I'm like, you know, I get it. You know, we all have the things that we hang our hat on to define who we are.
And if you kind of have Grown up in the 90s, early 2000s outdoor industry and you don't like, no one likes change. No one looks, you know, wants to grow up in their town and like see like the target where the mom and pop used to be. I get that.
But it's also just so obvious like how things are if you really pay attention, if you see that a lot of the interesting like product growth happening outside of the larger outdoor brands, like what's happening on like you know, if you know, to invoke Lloyd Vogel, the garage grown gear world, like the smaller cottage industry, like small niche brands, like that's where a lot of the really interesting things are happening. And so the things that people I think are complaining about are often actually happening. If you just kind of look in different places, they are.
Lindsay Shumlas
00:15:45.290 - 00:16:01.610
I completely agree with you.
And I think that's the opportunity for us to you know, see what brands the consumer is engaging with and you know, meeting the customer where they are. And I think that's really, I think that's really important for our industry. Right.
Colin True
00:16:04.630 - 00:16:07.670
Is the questival going to come back? I don't know.
Lindsay Shumlas
00:16:08.230 - 00:16:45.860
I will tell you this, 2026 is. It's got a lot of exciting things ahead. So we'll see the Questival. We all love the Questival, right?
And I mean the innovation from Davis and CJ and Stefan around the Questable is just, you know, I mean, I get chills every time I watch one of the videos and I see what they were able to do. So, you know, there's a the Questival into ten years later looks different.
Colin True
00:16:46.340 - 00:20:01.260
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Well, so we mentioned at the top, it's been a bit of a rollercoaster for you guys here on the Rockflight. You made our top five apparel brand which was a big deal. Loved that.
But then you showed up kind of low score on the Owen index, which we did a few weeks ago, which kind of put measures the brand's positive engagement with their retail partners. So with all that kind of in mind, what are your priorities?
As we were looking ahead to 26 and we're not going to mention the T word and our current presidential administration, we're going to assume a level playing field. What are fingers crossed that we get to get to that level playing field. But what are, yeah, what are your priorities for the brand in 26?
Are we talking more wholesale? D2C? All the above. Like what are you guys focused on?
Lindsay Shumlas
00:20:01.660 - 00:22:19.870
We are, I mean it's been, you know, an exciting 25 building for the future. So our focus continues to remain on responsible growth. You know, we do have a strong emphasis on building an omni business. I believe in.
I said this earlier about meeting the customer where they are. So for us we're prioritizing our E commerce business, our full price stores.
We have tremendous international growth right now, all while though continuing to serve our wholesale partners. So you know, as we move into 26, you'll see growth from us really across all of those channels.
There's some new wholesale partners, there's really building, continuing to build with our existing wholesale partners that we truly value some new stores as well. So we're again we're going to double down on meeting the consumer where they are.
I believe very much this multi channel strategy will enable us to continue to scale our social impact and our global Presence from day zero. We've been committed to, I would say, I like to say we're aggressive, ambitious, but focused on profitable growth.
And it's consistently allowed us to deliver on our founding mission of human impact, which, as you know, is also very important to us. So even during these challenging economic times, we did that in 2023. We gave over a million to the Cotopaxi foundation, despite industry contraction.
So, you know, we're. We're going to exit 25 in a very healthy position.
I'm incredibly proud of, you know, what we've delivered this year, and it's setting us up for a really strong 26.
So, yeah, there's a lot of exciting things on the horizon, including some new brand partnerships, some exciting launches, so you'll see a lot more from us.
But staying true to our roots and everything you and I just talked about in terms of, you know, ensuring that we're still bringing optimism, versatility, performance will be embedded through everything that we do. But it's really that chance to meet the customer where they are.
Colin True
00:22:20.910 - 00:23:07.860
That's a good point. The, you know, there's doing well and then there's doing good. That was sort of a phrase when I was at.
Was that Timberland that Jeff Swartz always said of, like, you know, and doing good was really important to Timberland's point of existing back then. I assume it still is now. Does that resonate? I mean, obviously it resonates with anybody paying attention. Right.
And the fact of, like, what a brand does, and. And I want to ask you about the Mosfeto resale collection in a second, but the. Does the. Does the doing good part of it?
I mean, you know, like a cynic would say, like a good lip service. Right. To a bunch of, like, you know, people who are environmentally minded or socially minded. Right. But is it terms of like, is.
Which, by the way, even if. That. If it isn't, if it doesn't resonate, doesn't mean you shouldn't do it. Right. It's kind of like, is doing good is. Is good all on its own, but is.
How does that resonate with the consumers? Like, what is the feedback you get from either wholesalers, consumers or whatever about the impact that that has?
Lindsay Shumlas
00:23:08.500 - 00:24:17.840
Yeah, I mean, it's. It's such a strong connection point.
I mean, we know that our, you know, our brand awareness and customer connects very much with our mission and our impact work. And I think we've been very clear about it since day one. We weave it through, really, all of our consumer wholesale e Comm. Connection points.
And so for us, we will continue to double down there. You know, I do think consumers today are looking for authenticity, Colin. And, you know, yes, there's a lot of.
Lot of businesses where, you know, doing good means many different things for us. What I'm so proud of is it is truly at the core of who we are.
I have not seen us, as I said, even in tough economic times, waver from that, and I think that's what makes it incredibly important for us to continue. It's a part of who we are. It is the core of the brand, and our customers and our wholesale partners understand it, and I think it sets us apart.
Colin True
00:24:19.050 - 00:24:26.410
So then you have part of the kind of product side of doing good. You have your Mos Vita, which is resale collection. Right. Kind of, you know, looking secondhand.
Lindsay Shumlas
00:24:26.890 - 00:24:27.410
Correct.
Colin True
00:24:27.410 - 00:25:00.749
Okay, correct. And then the Del Dia line, which is basically dead stock, you know, product creation. What do you want to see come out of those things?
What are your hopes for those two initiatives in terms of. On the product front as we, you know, the.
The tricky thing, and I've been pretty vocal about this, not just for Cotopoxy, but in general of, you know, the.
The almost hypocrisy a lot of times with outdoor brands, like, hey, we want to save all these places, but don't look at where we're making this, you know, that kind of thing. Right. So those are really important initiatives from that perspective, because you put to your point, you do have to balance out.
We've still got to make money to exist. So what are your hopes and dreams for those two things specifically?
Lindsay Shumlas
00:25:01.150 - 00:25:10.350
So first, for anyone who doesn't know, Right. So our Del Dia line, and I think this kind of goes back to the Spring 24 podcast as well.
Colin True
00:25:12.510 - 00:25:14.990
It's your crown jewel, man. It's so cool.
Lindsay Shumlas
00:25:15.150 - 00:25:18.890
I have to go back to it. It. Right. I mean, I think it was a.
Colin True
00:25:18.890 - 00:25:25.130
Really good podcast episode. And anyone just listening, you know, we've had a lot of new listeners since that episode came out. Go back and listen.
Lindsay Shumlas
00:25:27.290 - 00:26:22.460
Yeah, I mean, we were founded on Deldia, right? So you talk about innovation for Cotopaxi. I mean, this is at the core of our product. Innovation still is today. So we launched with Deldia.
You know, it's our connection. It's our collection of unique, bold, colorful packs made 100% from remnant materials. So, you know, we've continued to add to this line and evolve it.
You'll actually see a lot of evolution in this line starting in the fourth quarter of this Year and so more to come. But we founded the brand with innovation and remnant materials. We continue today again not only in PACs, but in apparel.
You've probably seen some of our apparel lines, so you'll see more extension in this area. And what I love about Deldia is I don't know about you, but every airport I go to, it's what I see.
Colin True
00:26:23.420 - 00:26:28.780
You're the Hoka footwear of backpacks in the airport now. Like everybody's got on their hokas in their Del Dia backpack.
Lindsay Shumlas
00:26:28.780 - 00:26:29.940
I see it. You can't.
Colin True
00:26:29.940 - 00:26:31.900
You do, you do see it around a lot. Yeah.
Lindsay Shumlas
00:26:31.900 - 00:26:32.940
You do, you do.
Colin True
00:26:33.180 - 00:26:45.880
I've been working in this industry for going on 30 years and so no one gets real excited when I bring things home from a trade show anymore. And you guys gave me a pack, had switched back. It didn't last about 10 seconds by the time I got in the house. I think my wife took this. That one.
Usually it's one of the kids taking it.
Lindsay Shumlas
00:26:46.200 - 00:27:38.600
Yeah, no, it's. That's true. We did. Yes. But to go back to Mos Vita. So Mos Vita is our resale recommerce program. As you know, customers send back their pre loved gear.
It's cleaned, repaired and resold. So as you think about both of those programs. Right. We're still invested heavily in both of them. We're very proud of our resale program.
It gives customers the opportunity to extend the life of their products. So, you know, we've moved from a linear take, make, sell model to a circular approach.
And you know, it's central to the ethos of sustainable gear stewardship. So you'll continue to see us focus on Mos Vita and you're going to see us continue to push ourselves on circularity.
We believe very much that you also have to design for circularity and repairability.
Colin True
00:27:39.000 - 00:27:39.360
Sure.
Lindsay Shumlas
00:27:39.360 - 00:27:47.880
Yeah. As well as supporting the, you know, the program in the long run.
So for us, it's actually about both and ensuring that we're always pushing ourselves forward.
Colin True
00:27:48.680 - 00:28:10.760
Okay. And this was, I think, something I mentioned probably in that same episode.
But shouldn't they be a little more prominent on the website where Mosfeta and Deldea are? They're not. I don't think they're quite as buried as maybe as when I made that episode. I think they're a little more.
But also I feel like, man, that is such a cool thing to hang your hat on on the product side. And given the mission of the brand, that should just almost be like, stop number one for anyone Popping on the website is like these two things.
Lindsay Shumlas
00:28:11.310 - 00:28:57.750
Yeah, yeah. So, you know, Mos Vita is prominently featured in central navigation on the site.
We do, you know, quite a bit of consumer marketing for Mos Vita in terms of Del Dia. I mean it's. We support it in our always on marketing, so it's always heavily featured.
We direct and drive a lot of traffic to those product and category pages, whether that would be in paid media, whether it would be with our influencer and ambassador partners. You see a lot of it on social. But one of my most favorites actually is I don't know the last time you were in one of our stores.
But we are very strategic that Deldea is always at the front of the store.
Colin True
00:28:57.990 - 00:28:58.470
Nice.
Lindsay Shumlas
00:28:58.710 - 00:29:11.110
And we prominently feature. It's eye catching from a color perspective.
We're unique in the market, but it's also that great conversation starter with a customer new to the brand. Because you have a story to tell.
Colin True
00:29:11.610 - 00:29:11.850
Right?
Lindsay Shumlas
00:29:12.410 - 00:29:27.210
So yeah, I mean, quick glance, I know, I'm sure at the site it probably doesn't, you know, you don't see it stand out. But we do make sure that it's exposed. And we have also a lot of other products as well. So as you know, we're always striking that balance.
Colin True
00:29:27.370 - 00:30:04.470
When you look at resale in general, and we've talked about this a bunch on the show too in the last year about like, you know, listen, credit or credit's due if everybody starts their own resale program. But also feels to me like that's not the best long term solution is that everybody has their own resale.
Like I want to get a coat, epoxy, you know, resale thing, I got to go here.
Versus like, hey, how about, you know, a store where it has all resale items, which I know it's like the gear trades and there's folks out there who are trying to do that. How do you see that evolving? I mean, is that something.
Where would you like to see that evolve to where it's not so brand specific, you know, and insular from the larger thing? And it would be more of a marketplace for resale.
Lindsay Shumlas
00:30:04.790 - 00:30:42.600
Yeah, I mean, we're a huge fan of that. You know, you'll probably see. You'll see some more news from us on that front coming soon.
But I'm very supportive of the marketplace approach and finding partners that enable trade in reuse and repair. And little sneak peek.
We're even talking about how in some key markets we could even create an experience that is not just repairability for us, but repairability in the market and how do we create more of that flywheel? So we're extremely supportive and I think you'll see some fun things from us coming soon.
Colin True
00:30:42.760 - 00:30:45.480
I swear, Annie Igel didn't ask me to ask you that.
Lindsay Shumlas
00:30:45.880 - 00:30:48.760
I wonder if Annie did. And of course, Annie's leading it.
Colin True
00:30:50.680 - 00:30:54.680
I thought of her when you said your answer. I'm like, oh, I bet you. I bet you that's the person behind all of this.
Lindsay Shumlas
00:30:55.240 - 00:30:55.800
It is.
Colin True
00:30:56.200 - 00:30:56.840
There you go.
Lindsay Shumlas
00:30:56.920 - 00:30:58.680
Annie is on the forefront of.
Colin True
00:30:59.000 - 00:31:00.600
We're pro Annie on the rock fight.
Lindsay Shumlas
00:31:00.840 - 00:31:06.440
Oh, she's amazing. And, you know, not only leading impact, but she leads circularity now as well.
Colin True
00:31:06.760 - 00:31:39.850
All right. Well, actually, that was a. I like seeing those changes and hearing stories like that.
Actually, that was interesting when we had Andrew from Livesyn on last year, and I loved hearing that base that their head of product is also their head of sustainability, because, you know, I've definitely been at those brands where, you know, the head of product is hiding as the head of sustainability is walking down the hall like, oh, God, they're not going to let me make the thing that I want to make, you know, and it's like, no, just blend the positions, man. You know what? You gotta. You gotta. Here's. You set the goals and you gotta achieve the goals. I loved that. That.
So seeing some, you know, synergy there is a good thing.
Lindsay Shumlas
00:31:40.090 - 00:31:41.530
It is. I completely agree.
Colin True
00:31:42.330 - 00:31:48.250
Last question on the product side, because I have to ask, because I'm a fabric nerd, have you improved your fleece?
Lindsay Shumlas
00:31:49.930 - 00:31:50.730
Well, it's a great.
Colin True
00:31:50.730 - 00:31:56.090
It's been a minute. I have not seen it lately, so it may not be fair. I'm just saying it's a great.
Lindsay Shumlas
00:31:56.090 - 00:31:58.690
I don't work Polar Tech anymore, but.
Colin True
00:31:58.690 - 00:32:01.530
I still am hurt when I see bad police in the marketplace.
Lindsay Shumlas
00:32:01.850 - 00:33:51.140
I know, I know. Well, so I just left Salt Lake City last week, and I have to tell you, I had the most inspiring product meeting.
Just have to give credit to our amazing product team because they are doing an amazing job and we launch all new fleece in 26. So, you know, I think you'll be excited by what you see. But yes, it's a. It's a full relaunch of fleece. So you. You'll.
We'll still have it in the market right now. Yeah. But you'll see that that is great. We're unwinding and relaunching all new fleece. So we're incredibly excited.
I know you and I have talked about what does product innovation mean? And truly, I think you're going to see that from us not only in terms of. And I truly believe we've always been innovative. We've balanced.
How do we continue to lead in sustainability while bringing the best products to market. And with our bold color, that's a big challenge for a team to do because we don't sacrifice any of those things.
We deliver on all of that in our product.
But as we move into 26, you'll see quite a bit more innovation coming from us, both in fabrication, in versatility of silhouettes and styles, the expansion within our packs. So there's a lot. There's a lot coming that, again, you know, carry on the.
The core DNA of who we are, but continue to build into, I would say, you know, the versatility our customers are looking for right now.
Colin True
00:33:51.860 - 00:34:13.650
All right, so last question. You know, like you said, 18 months on the job, you know, you're past the sort of, like, the honeymoon period.
You're past the what are we going to do about this period. You're kind of like you have a handle on what you've got.
It sounds like you talked about a bunch of your initiatives that you have coming up, which are exciting. So if everything works out the way you hope today, where would you like to see CodaPoxy in 5 years?
Where should the brand be if everything goes the way you would like it to go?
Lindsay Shumlas
00:34:14.770 - 00:34:23.490
Well, okay, this is my favorite question you've asked because I feel incredibly lucky to be in this position on the.
Colin True
00:34:23.490 - 00:34:25.179
Rock fight, is what you mean.
Lindsay Shumlas
00:34:25.499 - 00:36:31.730
Well, I'm incredibly lucky to be here, so thank you. Yes, but, you know, to be the CEO of Cotopaxi, and, you know, my vision is to carry on Davis's founding dream.
So first, you know, we're going to do a lot more good in the world. I said this earlier. What I love about this brand is the passion. More ambitious.
And in five years, I want Cotopaxi to be a household name and recognized not only for the bold products, but for the passion and purpose and impact that we bring. So, you know, for me, leading a company with such huge ambitions is truly a privilege.
And I believe we have an opportunity to make Cotopaxi not just a brand people know, but one that sits at the center of culture and will drive lasting relevance and meaningful change in the world. And I envision that we'll become the Go to outdoor lifestyle brand.
You know, we'll be celebrated not only for our exceptional gear, but for the vibrant global community that we inspire and our unwavering commitment to making business a force for Good. And, you know, from day one, our mission's been clear. We're going to grow boldly yet responsibly.
And that mindset has empowered us to deliver meaningful impact even in tough economic climates. And, you know, continuing to give the level that we are to the Cotopaxi foundation and continuing to do good is at the core of who we are.
So, you know, as we grow, we get to do more of that. And I'm incredibly excited about that. So, yeah, I see.
I see us at the center of intersectional brands across outdoor and lifestyle, and I'm really excited to welcome more into this space because I want more people to find themselves in the outdoors again, whatever that means to them.
Colin True
00:36:32.130 - 00:36:32.530
Right.
Lindsay Shumlas
00:36:32.850 - 00:37:10.230
And. And of course, I just have to add this. I mean, I have to give a huge shout out to my team.
I mean, I look across the last 18 months, as you've said, and what we've accomplished during that time, and none of it would have been achieved without this incredible team. It's that passion, the creativity and resilience that I see every day. So they're also the ones fueling the growth and keeping impact at the center.
And building the culture is also what makes this brand so special. So the opportunity as I look forward to lead alongside this team is also incredibly rewarding.
Colin True
00:37:10.780 - 00:37:46.090
And if the Rock Fight is like the outdoor industry equivalent of coming on hot ones, I appreciate you coming on and sitting through it. I've said it before on the show, we want to just be a bit of a mirror for the industry because we want the industry to be the best version of itself.
We aim for the head, but has to come from the heart. So we'll lob some rocks, we'll make some jokes and some criticism, but ultimately, that's how I think things get better.
So appreciate you coming on board and talking with me today. And, you know, we'll be excited to see how this all comes out. Excited for new fleece, excited to see all these things grow.
And thanks so much for joining. I really appreciate it. Lindsay.
Lindsay Shumlas
00:37:46.170 - 00:37:48.490
Well, thanks, Colin, and I appreciate you having me on today.
Colin True
00:37:50.010 - 00:38:10.620
All right, that's the show for today. Thanks to my guest, Lindsey Shumlis. The Rock Fight is a production of Rock Fight llc. I'm Colin True.
Thanks for listening and like I said, come back on Monday for the Monday boys. And of course, subscribe and listen to Open Container and Gear Abbey. And now to take us out, it's our guy, Chris Makes.
He's going to sing the Rock Fight Fight song. We'll see you next time Rock fighters?
Chris DeMakes
00:38:10.620 - 00:38:39.470
Rock fight? Rock fight? Rock fight? Rock fight? Rock fight, Rock fight? Welcome to the rock fight? Where we speak our truth?
Slay sacred cows and sometimes agree to disagree? We talk about human powered outdoor activities and big bites about topics that we find interesting like pop culture music, the latest movie reviews?
Lindsay Shumlas
00:38:39.870 - 00:38:41.950
Ideas that aim for the head?
Chris DeMakes
00:38:42.190 - 00:39:11.160
This is where we speak our truth? This is where we speak our truth? Rock fight, Rock fight? Rock fight? Welcome to the rock fight? Rock fight? Rock? Welcome to the rock light? Rock light?
Rock fight? Rock light, Rock light, Rock fight? Welcome to the rock fight? Rock fight? Rock fight, Rock fight.
