GOA Connect Discovery Marketplace: 6 Brands That Delivered The Goods
- colin7931
- 2 days ago
- 37 min read
Today on The Rock Fight, Colin, Eoin Comerford, and Producer Dave hit the show floor at GOA Connect and explore their favorite brands and products from the Discovery Marketplace.
From coolers to chef-designed backpacking meals (and at least one trail running brand) these are the most exciting things they saw at the outdoor industry's most consequential event.
Rugged Road: A foam-first, ultra-light cooler that floats upright.
VSSL: From prepper tools to the most over-engineered coffee system ever made.
NNormal: Kilian Jornet’s performance-meets-design trail running brand
Lems Shoes: The 15-year “overnight success” building momentum in retail.
Thacker NYC: A stylish, urban-inspired brand shaking up outdoor fashion.
Luxefly: Gourmet freeze-dried meals created by a celebrity chef (goodbye unwanted freeze dried gas).
For The Parting Shot presented by Garage Grown Gear, Colin takes aim at our nation's airport bathrooms (seriously).
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Episode Transcript:
Chris DeMakes
00:00:00.080 - 00:00:07.360
Rock Fight. Rock Fight. Rock Flight. Rock Fight. Rock Fight. Rock Flight.
Colin True
00:00:08.480 - 00:03:15.450
Welcome to the Rock Flight, 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're coming to you live from Goa Connect.
But first, some programming reminders. Hey, are you ready to see the Rock Fight live? That's right.
You're gonna catch me, Shantae Salibair, producer Dave and Owen Comer at the Running event. On Wednesday, December 3rd, we'll be doing a live taping of the Rock Fight in the Training Camp Theater on the Switchback side of the event.
If you were at Switchback Spring, you know how much fun we're gonna have. I hope to see you in San Antonio. Head to the running event. Also, be sure to follow the Rock Fight so you don't miss a thing here on the podcast.
Follow Gear Abbey, the sister podcast to the Rock Fight, hosted by Shantae Salibair. And if you want more from the Rock Fight, subscribe to News from the front, Rock Fight's very semi weekly newsletter.
I think we got a new one coming out though, so stay tuned for that. Head to rock fight.co and sign up today so you don't miss that new newsletter when it does come out. We do want to hear from you.
Email us@myrockfightmail.com Reach out on LinkedIn Reach out on Instagram, Just search up rock fight on LinkedIn. Search up rock Fight co on Instagram. Send us a message. All right, we're going to get into it right now. We recorded this last week at Goa.
Connect with me and Owen Comerford and producer Dave. Stick around. This is a good one, guys. Winter's unpredictable. It's mild one week, it's freezing the next.
I grew up in the mid Atlantic and every inch of snow was exciting until it melted into a soupy mess that would then refreeze. Making something as simple as walking across the driveway nearly impossible.
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From the keb Gore Tex jacket to the expedition pack down hoodie, you'll find something to suit the winter conditions you know are on the way for your neck of the woods. And if you want to see for yourself, check out fjallraven.com rock fighters.
As the air cools down and the trail beckons, Lems is ready to move with you. Lems has new shoes like the Trailblazer Mid, the mighty Trail Thrasher, and the insulated Brek boot.
Get your Lemz boots and get ready for the season ahead. And attention outdoor retailers. Lemz recently expanded their wholesale sales team.
Dealers like the Pedestrian shop and Gearhead Outfitters understand the Lem's difference. And now it's easier than ever for you to get on board and succeed with the best fitting shoe around.
Reach out to LEMS today to get in touch with your local rep or head to lemshoes.com to learn more Lems, where less equals more. All right, so we're here. We're at G O A Connect. I'm with Owen Comerford.
We're doing some interviews while we're here and seeing what's happening at, you know, what's maybe the most consequential show for the outdoor industry. We also got producer Dave bouncing around here somewhere. He'll be chiming in in a little bit as well. I don't know, Owen.
This is our second consecutive GOA connect.
Eoin Comerford
00:03:15.450 - 00:03:15.770
Right.
Colin True
00:03:16.310 - 00:03:17.990
How we feeling? How are we feeling about goa?
Eoin Comerford
00:03:18.550 - 00:03:31.510
It's just, there's nothing like it. It's a great show. The Discovery moving to the longer format is great. Great energy, actually on the floor of Discovery. I thought it was great.
Colin True
00:03:31.590 - 00:03:32.790
It was a little slow to start.
Eoin Comerford
00:03:32.790 - 00:03:42.800
Per expected, but people were doing the education. That's kind of to be expected to a degree. But yeah, by the end of the night, it was rocking. Just lots of people in the aisles and outdoor retailers.
Colin True
00:03:42.800 - 00:03:56.000
Sean Smith was there, incredibly enthusiastic about the Discovery Marketplace. Just like, this is what the industry needs or this is like feeling the energy in the room. We're not talking about the positivity enough.
I'm like, yeah, you're right, Sean. We probably should talk about this kind of thing a little more often.
Eoin Comerford
00:03:56.000 - 00:03:57.200
Yeah, absolutely. It was great.
Colin True
00:03:57.200 - 00:04:29.650
So that was last night at the Discovery Marketplace, where brands that aren't exhibiting that connect get to meet with retail buyers in a sort of mini trade show setup. It's basically a big ballroom, kind of five by five booths, 10 by 10, something like that. Buyers go booth to booth, meet with the brands.
It feels like it was successful from our standpoint, talking to the brands that we spoke to, brands who are launching, brands who've been around for a while. I mean, brands like Berghaus are there, so some really established brands. But a lot of general feedback is Like, I'm getting to meet with retailers.
That's why I'm here. And it's happening at this event.
Producer Dave
00:04:29.730 - 00:04:30.090
Yeah.
Eoin Comerford
00:04:30.090 - 00:04:55.160
And it's also, it's economically good from a. Both monetary and a time sense. Right. So I think it's about $1,000 or whatever to be there, which is a lot less than the other shows.
And, you know, it's in and out. Right. You're, it's, it's a pretty concentrated event and five hours, but I think you're getting a quality five hours out of that.
Colin True
00:04:55.480 - 00:05:10.470
Not to, you know, throw a rock or two at other shows, but it is sort of the promise that is made by other shows. Right. Hey, come here. And we're going to deliver you retailers.
And this is where if you're an emerging brand and you want to meet with retailers, if wholesale business is important to you, it's. It is the event to go to.
Eoin Comerford
00:05:10.470 - 00:05:11.110
Yeah, I agree.
Colin True
00:05:11.510 - 00:05:27.350
So, so what we're going to do today, we have highlighted six of our favorite brands that we saw last night. We're going to kind of talk about who they are, why we liked them, why they, you know, why they stood out. We have a few honorable mentions as well.
But before we do that, Dave, do you want to, you want to chime in with anything here?
Producer Dave
00:05:27.430 - 00:05:47.040
Yeah.
I just want to say that it was for a, for a part of the show where we're going to see new brands, and there is such an excitement about that and the energy. That was probably one of the most low energy introductions to a show I could possibly imagine.
So, everybody, I want you to know it was way better than the intro, and hopefully we'll have some cool observations from that.
Colin True
00:05:47.200 - 00:05:53.920
Well, Dave, you just created work for yourself, because now I would like a discovery marketplace 2026 Stinger that I can play on the show.
Producer Dave
00:05:55.280 - 00:05:55.800
You're right.
Eoin Comerford
00:05:55.800 - 00:05:56.560
Absolutely.
Colin True
00:05:58.000 - 00:06:06.080
It's a little weird doing a podcast from the show floor and a very quiet show floor nonetheless, where I know everybody's listening to us right now. So whatever, we're going to go for it.
Producer Dave
00:06:06.370 - 00:06:11.490
That's just you, Colin, because you have host, projection, voice, so everyone in every lobby can hear you.
Colin True
00:06:11.570 - 00:06:14.650
All right, let's go through the list. Should we name all the brands or just go one at a time?
Eoin Comerford
00:06:14.650 - 00:06:18.730
Let's go. Let's keep, keep, keep the mystery of the other brands. Okay. Yes.
Colin True
00:06:18.730 - 00:06:19.170
All right.
Eoin Comerford
00:06:19.570 - 00:06:20.010
All right.
Colin True
00:06:20.010 - 00:06:22.369
First up on our list, we got Rugged Road.
Eoin Comerford
00:06:22.930 - 00:06:41.730
Yeah, really interesting cooler brand.
So if most of you are familiar with the Yetis or other similar Roto molded coolers, the Way they make it is exactly that they rotate the mold so they create sort of the outer shell, and then they squirt the polyurethane foam inside it.
Producer Dave
00:06:41.810 - 00:06:42.210
Right.
Colin True
00:06:43.010 - 00:06:46.250
So it's double walled with insulation in between. But it starts with the mold.
Eoin Comerford
00:06:46.250 - 00:07:21.520
Exactly. So it starts hollow and then they fill it in. It makes for a great and extremely rugged cooler, but it's also heavier than hell. Right.
And so what these guys have is a patented process where they actually start with the foam. So they form the foam into the form that they want, and then they basically spray on a ruggedized sort of plastic layer on the outside.
And so it's much, much lighter. I mean, for the same basic capacity, the same ice retention life, less than half the weight. So really a fun technology.
Colin True
00:07:21.840 - 00:08:30.430
The weight comes into it. Apparently there's a performance enhancement in terms of the keeping things cold, but it does the weight, it's complete. You can load it for bear.
It will float it. This, you know, it's kind of like we're starting with a cooler.
It doesn't sound that sexy, but I'm telling you, this was one of the more impressive things I think I saw just like, first of all, whoever their sales rep there who was there was like straight out of, like, sales rep, central casting. I mean, just the guys. Like, I've got my shtick. I've got every joke, and I'm gonna. You're gonna hear every one of them during my pitch.
And he was in any. And that's. I'm not bagging on. Like, he was incredibly enthusiastic. And he's like, let's go. Here's what Rugged, Rugged Road is all about.
He's jumping up and down on the thing. He's showing us how he's made. He's got the little, like, sample of, like, what the construction looks like. And it just was like, it got me.
It honestly got me excited. I've never been excited about a cooler before. It was just like, it was very cool. That, like, I want.
I really wanted one of these things when I was done with it. But it was an actual, you know, everyone wants the big swings at innovation. Like, well, here's a great innovation story.
Someone thought, and apparently the owner's kind of like, she's like 27 or something like that. He's like, hey, you know what? Why are we doing it this way? Let's try and do it this other way. Huge weight savings. Lifetime warranty.
Eoin Comerford
00:08:30.510 - 00:08:31.510
Lifetime warranty? Yeah.
Colin True
00:08:31.510 - 00:08:33.150
I think you said yeti's like five years.
Eoin Comerford
00:08:33.390 - 00:09:03.610
Yeah, five or three. They've shortened it over time.
But I think the interesting thing from a. I don't know if you call it sustainability perspective, but there's sort of a modularity to design too in terms of the hinges and the latches and all the things. So that if something does break over time, it isn't just, hey, throw it away, we'll send you a new one. It's okay.
Well, here's a new latch and everything. Just, just Alan, wrench it in there or out. From just a pure engineering design perspective, really, really great story.
Colin True
00:09:04.010 - 00:09:15.490
They also have an accessory. So like, you know, standard on a cooler, it's like a little like valve or whatever at the bottom. You unscrew it and water can come out of it.
This has one where you can screw it on. It actually gives you. It'll send temperature readings on the inside of the cooler to your phone.
Eoin Comerford
00:09:15.490 - 00:09:15.810
Right.
Colin True
00:09:15.810 - 00:09:26.530
Every time. Like that is.
No, but it was like you think about if you're a Grand Canyon guide and it's week two and a half, three on the Grand Canyon, you're like, oh, I hope our meat didn't spoil for tonight. Like you're gonna be able to know if it's still cold inside the cooler.
Eoin Comerford
00:09:26.530 - 00:09:27.330
Yeah, yeah. Very cool.
Producer Dave
00:09:27.330 - 00:09:33.350
That's the. I. Colin just wants you to know the Bluetooth plug. Yes. Yeah, no, it really is.
Colin True
00:09:33.350 - 00:09:33.670
No.
Producer Dave
00:09:34.230 - 00:09:48.790
Isn't that awesome? That's great. And I think too, we're actually glazing right over. The most important part of this cooler is the fact that it floats upright.
Like that's just cool. The whole. I don't know if it's actually beneficial necessarily. I mean, it floats. But that's awesome.
Eoin Comerford
00:09:49.110 - 00:09:56.790
If you're going to do some tubing down a river, you know, you don't have to have a separate tube for your cooler. It's self floating.
Producer Dave
00:09:56.790 - 00:10:02.530
It floats. And they sell an anchor with it too. So you can keep it in one place and floating upon the. On the surface.
Colin True
00:10:02.930 - 00:10:09.810
Yeah. So again, this is one of those categories where it's like, first of all, you think, what can you do with a cooler at this point?
Eoin Comerford
00:10:10.050 - 00:10:10.450
Right.
Colin True
00:10:11.250 - 00:10:17.770
Also, by the way, roto molded, there's the only other category that gets used is what kayaks for. Kayaks are spin coolers, pretty much.
Eoin Comerford
00:10:17.770 - 00:10:33.220
I mean, roto molding has been around for a long time.
You know, that's what I really appreciate about this is that everybody is kind of trying to do the yeti thing and they're just coming at it from a whole different angle. Price point is actually just very similar to Yeti. So this is not a bargain.
Colin True
00:10:33.220 - 00:10:47.300
Basically.375, I think was the base MSRP. All right, next up, actually, should we let producer Dave introduce vessel? Because he was really excited about vessel. He came.
Guys, guys, you got to see the. Come see the vessel.
Producer Dave
00:10:47.940 - 00:11:07.740
Vessel. Yeah. So many of you probably already know vessel. So what are they doing in the Discovery marketplace?
But it's to be discovered because the new vessel, right, They've kind of figured out their position a little bit, found their niche and taken, you know, right to coffee. And it is the. What is it? The coffee specialist tumbler creation kit.
Colin True
00:11:07.900 - 00:11:33.090
Their whole thing is about their tagline. Now they started as a prepper brand basically, right? It was about getting like these tubes with all these kind of tools.
If you were like kind of like a functional go bag in a way. And they have pivoted now fully on the coffee side.
They got well known for their hand grinders and then they said that now the tagline is drink coffee outside. They're trying to get more people to hang out outside and drink coffee. And this is a way to empower them to do that.
Eoin Comerford
00:11:33.490 - 00:11:53.810
We should also say, by the way, vessel is vssl.
So if you're trying to figure out what the hell we're talking about, which I think it's hilarious that as a coffee brand and as a tumbler and coffee maker brand, it makes perfect sense. It didn't actually make sense before when they were a prepper brand that didn't do any of those things.
Producer Dave
00:11:53.810 - 00:12:19.870
Right now it is a true vessel for your liquid gold. Yeah, look, it's just, it's one of those brands that this is a highly competitive space.
They have a unique design language that you recognize from across the hall. Like, oh, that's interesting. I will say in the most loving way, they're totally over engineered. And that's what I love about it.
I mean, just even the little. The dial that seals it at the top, the grinder is a work of art. I mean, it's a beautiful piece.
Colin True
00:12:19.870 - 00:12:23.490
Dude. Describe the product. What is it? Tell people what it is.
Eoin Comerford
00:12:23.490 - 00:13:14.430
It's called the Nest pour over kit. And basically what it is is you've got a, like it's a three stage thing where you screw off the. If you think of it like an old thermos flask, right?
But it's all a big cylinder. You take off the top, that's your cup, right? And then below that there is then a pour over funnel for the mug below. You can screw that piece off.
There's another mug on the bottom, it comes with a reusable stainless steel funnel filter for the pour over. And the lower area also then stores the grinder, this beautiful conical burr hand grinder. So it's all in one unit, really.
Again, I'm an engineer by background here, so from an engineering perspective, just a beautiful piece of kit.
Colin True
00:13:14.590 - 00:13:16.030
The whole thing is coffee for two.
Eoin Comerford
00:13:16.190 - 00:13:16.670
Yes.
Colin True
00:13:16.830 - 00:13:49.950
And the way we're looking at it, we immediately went and got sponsor and friend of the pod, our friend Lloyd Vogel, to come see this because it kind of struck me as like, look, this could either be your just ultimate car camping setup. This could be. I'm going to carry this on a day hike so I can make some coffee in the backcountry.
This could be your luxury item, even if you're kind of a light, a weight weenie. Just like I'm going to carry my coffee thing. But it's just. There was just a lot of really interesting things from an innovation standpoint.
The fact that it's just coffee, the fact that it's a brand focusing on coffee, I can forgive them the lack of vowels in the name of their brand. That's fine.
Producer Dave
00:13:50.320 - 00:13:50.800
But the.
Colin True
00:13:51.520 - 00:13:57.240
But it was a. Of course, the funny thing is then Lloyd was really only interested in the stainless steel filter.
Eoin Comerford
00:13:57.240 - 00:14:00.560
Of course, Mr. Mr. Ultralight. Yeah, yeah.
Colin True
00:14:00.800 - 00:14:03.440
It's like, I don't know about this whole coffee solution thing, but that filter.
Eoin Comerford
00:14:03.600 - 00:14:08.880
I can hold that filter with my hands, burn my hands while I try to pour coffee through it. Yeah.
Colin True
00:14:08.880 - 00:14:15.120
The guy knows his customer. He knows he's going to sell a thousand of those things and like none probably of the actual big, heavy stainless steel coffee system.
Eoin Comerford
00:14:15.440 - 00:14:18.880
Do you make it in titanium? For $1 million, I will buy it.
Colin True
00:14:19.300 - 00:14:37.820
But just kind of like the rugged road. I mean, we go around and so I guess a little bit more context for the listener. There are 60 plus brands. They're all trying their best.
They all want to get into these GOA accounts. It's why they're there. And some of them you're walking by like, oh, yeah, there's some outdoor stuff in that booth.
And this is one of those booths where you want to be like, oh, I want to see what they have going on. That's interesting.
Producer Dave
00:14:37.820 - 00:14:54.630
Well, that's a great point. And you know, the grinder and the coffee brewing bundle was almost what you discovered when you came up to it.
But what got me there was the actual aesthetics of the tumbler. And I was the seller of the tumbler category, what, a couple weeks ago.
Eoin Comerford
00:14:54.790 - 00:14:55.110
Right.
Producer Dave
00:14:55.110 - 00:15:19.190
But I have to say this Stood out in terms of its color curation, the shape, the material usage. It's got kind of a rubber stopper at the bottom. It kind of gives it a little bit of hold.
Like I said, there's this device at the top that seals the kind of the vacuum. So it's just, it's definitely unique in the space, which I didn't think there was any room to do that in.
Colin True
00:15:19.350 - 00:15:25.590
Okay, next up, look, we're going to go a little what you would expect us to. Where you would expect us to go. We got two footwear brands.
Eoin Comerford
00:15:25.590 - 00:15:29.190
Whoa. All right. We're not going to do anything in trail running, are we? I mean.
Chris DeMakes
00:15:29.430 - 00:15:29.830
Well.
Colin True
00:15:32.630 - 00:15:38.310
We are contractually obligated as the voice of the outdoor industry to talk about trail running at least once every episode.
Eoin Comerford
00:15:38.310 - 00:15:39.510
Oh, okay. I didn't realize that.
Colin True
00:15:40.180 - 00:15:50.700
Well, we actually saw Normal N Normal. Yeah, we did probably have to ask Connor, who was working the booth, why there's the extra N. I'm sure there's a reason. There's a brand reason.
Eoin Comerford
00:15:50.700 - 00:15:52.740
I think it's so that they could get the URL actually.
Colin True
00:15:53.060 - 00:15:54.020
Yeah, right.
Producer Dave
00:15:54.660 - 00:16:02.580
Actually, if you do know this, don't write us. If you have a good idea of what it should stand for. That's what I want you to Send to us.
Colin True
00:16:03.140 - 00:17:10.080
Myrockfightmail.com so when we did a couple weeks ago, we did our three brand analysis of trail running brands, Speedland, Norda and Mount to coast. And we mentioned Normal was a brand that we wanted to try. And we have not spent much time really looking at the brand or none of us have tried it.
So we went and checked them out. You know, I gotta say, like just, I was surprised.
I thought it was going to be very La Sportiva ish in terms of like kind of that more Euro narrower Solomon kind of fit.
Actually when you flipped it over, a lot of the models looking at the outsole of the brand remind me a little more Hoka style, kind of wider underfoot or Mount to coast or Norda or whatever. Overall good looking product.
And the thing that I would say my key takeaway was the gentleman Connor, who was working the booth had heard our, listened to our episode, heard what we had to say about those other brands. Normal's whole thing is built on the fact of like longer, more miles, the shoes lasting longer than other trail running brands.
So much like Mountain coast, much like Norda, they want the, you know, get double, at least double the use out of a pair of shoes. That would have been typical.
And their price points start they're maybe not quite down in Mount to Coast Range, but they're sub $200 for some of their models.
Eoin Comerford
00:17:10.240 - 00:17:56.890
Yeah. 175. What have you. Yeah. So really interesting story. And then I didn't realize the whole Killian journey of the whole thing. Right.
And that, yeah, he's the founder. That he's the founder. But also that it's actually Camper is the. And to those that aren't familiar, Camper is a really cool Spanish footwear brand.
Really more in the fashion. Fashion meets street kind of vibe. Very, very interesting product. And so looking at the shoes, you can definitely see some of that influence.
It isn't just pure performance. There's a definite design esthetic to these shoes that I think does set them apart. Like even some like stitching, for example of the. From the.
Of the upper to. To the. To the sole, that kind of thing. You really don't see as much in trail running.
Producer Dave
00:17:56.890 - 00:18:34.510
I think that's what absolutely set sets these apart is the. The design language and the visual aesthetic. For me, stepping into their booth was like stepping into trail running of the near future.
That one day we will live in this. But right now, no, us mere mortals cannot. But no. And I think the Camper thing really does explain why they are. They look very well made.
There is that little detail piece to it, the stitching aspect. I know it's hard to talk about, you know, on a podcast, but it really adds a real texture to the.
What is otherwise kind of, you know, all the performance materials that go in these things, it just adds depth.
Eoin Comerford
00:18:34.670 - 00:18:42.750
And they have this innovation that they're called. I think they're called laces. And it's just only one set, though. Only one set of laces.
Colin True
00:18:43.070 - 00:18:59.710
Mount to coast. All right, so that was normal. And Connor is going to hook us up with some shoes.
So it does seem like the next round of trail running evaluations is on. I think we're going to also pursue, satisfy and potentially Kylus Fuga. Have you guys seen Kyle's Fuga?
Eoin Comerford
00:18:59.710 - 00:19:04.590
I saw them on the list from trail waves of some of.
Colin True
00:19:05.120 - 00:22:13.810
So maybe that's a third brand. We'll look at that. Okay, this one is for all the gear makers out there. The biggest barrier for killer new products is sourcing the right fabrics.
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All right, well that brings us then to our next brand which has to come with a disclaimer because they are an advertiser here on the Rock fight. But they were.
I don't mind bringing them up or throwing them some extra love because they were kind of one of the most busy booths that we saw the entire night and that is Lem's shoes. Lem's was on display there. If you've been listening to the show, you know they've been advertising here.
And one reason they've been advertising here is because Lem's has been around for about 15 years. But they really want to develop their wholesale business. So that's why they have chosen to advertise on the Rock flight.
And this to me felt like a little bit of an announcement showing up.
They, they had a ton of reps, ton of people talking to some retailers who sat in at, you know, buying meetings at Goa Connect during the education day.
It was one of the few footwear brands that came up that feels like there's some momentum there and you could kind of feel it anytime you walk by their booth, you were walking around people because there were so many people in their booth.
Eoin Comerford
00:22:14.360 - 00:22:47.850
Yeah, no, it's great to see.
And I think what it shows is that if you build a brand in D2C or have you and build loyalty, then retailers are going to get excited and reps are going to get excited because they're going to want to sell that product.
I think Lems has built it the right way in terms of really building a product that does have a point of view and focused on the most important thing, which is fit.
Producer Dave
00:22:48.090 - 00:23:21.150
Yeah, I think that's the smart thing too, is they were born in the minimalist barefoot category, being one of the original brands to kind of take that space. But over time they have kind of moved into a place in between where they have some kind of true barefoot style shoes.
But then they've also played with different foot shapes and things like that as they moved from sneakers to hikers to Chelsea boots, casual boots, things like that. I think they're a 15 year overnight success at the Discovery Marketplace.
Eoin Comerford
00:23:21.230 - 00:23:53.210
I was talking to a retailer there about brand loyalty and fit. Fit drives loyalty and it's like pants for men especially. Right.
So you find a pair of pants that fit, you're just going to buy those pants in whatever colors and they work right. It's the same thing with shoes. If you find shoes that fit your foot and you just can put them on and just feel.
Feel automatically comfortable, you're going to buy them in every style. And that's what I mean. Lem's has a pretty wide range, actually, for a smaller company.
Colin True
00:23:54.250 - 00:24:31.730
Yeah, I mean, it's pretty. A lot of their. They have some performance styles as well, but for the most part, pretty casual looking footwear.
But to your point, and you know, again, this is my own experience, every time I put on a pair of lens, the fit's incredible and it stands out in all the right ways. And I think that's why you're gonna start to see them showing up in places. Because the more.
As soon as you get into some more retail shops, people are just like, oh, try them on. And then it's like, oh, they feel great. I'm going to buy these. It's not like I'm talking. They feel okay.
And I'm talking to myself and the way they look, it's like they're now you've kind of got the double whammy of a good looking shoe and it feels really good on my foot. So like, what more do you need to know? This segment was not sponsored by LEM Shoes.
Eoin Comerford
00:24:31.970 - 00:24:34.090
It's not in fact this.
Colin True
00:24:34.090 - 00:24:44.280
We have somebody else sponsor the segment. Okay, next up, and if you're a listener of Gear, Abbey, she actually mentioned this brand sometime in the last couple of weeks. We had Thacker nyc.
Eoin Comerford
00:24:45.400 - 00:25:07.840
Yeah, really interesting brand.
And it's interesting that they are at this show because if you walked around the Discovery Marketplace, it's like that game of one of these things is not like the other. You would go, what? Why? This is a very different play.
Producer Dave
00:25:08.000 - 00:25:11.440
Yeah, they look like maybe they should be a complex con something.
Eoin Comerford
00:25:11.520 - 00:25:36.760
Yeah, I mean we've got shiny materials. We've got, you know, kind of wild ponchos. We have really interesting vest constructions. We've got bags that, you know, are definitely more casual.
Not your usual technical Uber, whatever.
You know, there's, you know, there aren't a bunch of extraneous straps and buckles every which way, you know, and so it's like, wow, this is different.
Colin True
00:25:38.040 - 00:26:03.630
Why do you just from your perspective as a retailer, I mean, obviously there's a, there's a different something looking different and being attractive to a consumer and standing out in a way that's going to get eyeballs, maybe bring people into your store, that kind of thing. Why would, why would you want to bring that brand into the more traditional outdoor retailers? Like why launch in a place like this?
Or I don't know if they may be. They're pursuing other, other retail options as well. But what's the attraction about outdoor retailers for what you see from this brand?
Eoin Comerford
00:26:04.270 - 00:26:09.430
So the attraction of two retailers or the attraction of the attraction for Thacker.
Colin True
00:26:09.430 - 00:26:21.150
Right. You can make the argument that they should be going after boutiques and resort towns and things like that. Maybe.
But thinking about road drivers and trails in Ohio, why would you want to say hey guys, we want to be in your shop?
Eoin Comerford
00:26:21.630 - 00:26:54.300
I think it's because they understand that that consumer a is a more affluent consumer typically going into the outdoor stores that is looking for utility.
Also typically outdoor retail is more of a premium, full priced environment, which is so, I mean there's a reason why the vioris of the world launched in outdoor retailers is because we have that customer. And so I think that is part of the play here. And also I think they see some white space. You Know, they see a lot of. Sorry. Sameness.
Colin True
00:26:54.380 - 00:26:55.100
Sea of sameness.
Eoin Comerford
00:26:55.100 - 00:27:24.690
Sea of sameness in these stores. And there's an opportunity to bring in something with a bit of a pop.
The reason, why, let's say, Amustra would have looked at a brand like this is because it's like the jewelry of the store. It gives you that pop, that really interesting piece. Just to describe some of the products here, one of them is this.
It's like a vest, if you will, that has pockets on it, but not like an angling vest. It's really interesting.
Producer Dave
00:27:24.770 - 00:27:32.250
It's kind of a combination between an angling vest and a tactical vest, but lightweight and not zippered. But a lot of pockets.
Eoin Comerford
00:27:32.250 - 00:28:07.750
A lot of pockets. But then the other interesting thing is it's one size fits all. And you may like, how the heck does that work?
It's because the side panels basically have pockets, have Velcro that wraps around to the front so you can go from a small up to an extra large. And so they're trying to address the issues of skew intensity and having these different things.
Also the versatility of the product so that you could wear it. You can wear it under something next to skin, or you could wear it over something else for the same person, different adjustable sizes.
Producer Dave
00:28:07.750 - 00:28:43.530
You hit on again how it maybe fits into this mix of, let's call it traditional outdoor wear. It's really a layer and it's an aesthetic and a stylish layer, but still works within it. Like ponchos and packs are a big part of their line, too.
Use of material in terms of lay. You're never going to be the most technical part of your layer, but it certainly works with the other things that you're wearing.
And, you know, definitely points for standout. Their color matching is really good. They're really bright. Like you said, there's some stuff that's really shiny. It just.
It definitely has a design point of view, and we'll see if they can carry that.
Eoin Comerford
00:28:43.840 - 00:29:13.850
To me, the interesting thing, though, is going to be, will outdoor retail embrace this? Because, you know, we talk about this all the time here, but the reality is, in many cases, outdoor retail is a lifestyle fashion store. Right.
That's what it is. But. And this product is definitely lifestyle fashion. But is it too much on the nose to where we're basically sort of.
We're like, we're breaking the third wall here and we're going to. Okay, yeah, I guess we are kind of fashion. So is there the danger there?
Colin True
00:29:13.850 - 00:29:54.190
There's.
There's definitely like going to be the stores who are just like, oh, I'm going to try this for fun and see, like, give me minimum orders I want to put at the front of my store. Do you want to kind of pop? And there's going to be some people who are going to be like, oh, no, I'm a little too conservative for, for this.
I'm kind of curious, like, what, what does it become? Because obviously I don't look at this, their current line.
I think it's a great entryway to be like, bang, we're hitting you over the head with something that you have not seen before. How does it evolve? Does it go a little more mainstream outdoor? Does it just go a little more just kind of regular every.
Or is it always just going to be, hey, man, something really kind of crazy and weird is coming out of it and it's going to develop this reputation so that people will buy it because it's like, hey, it's that it's like a supreme effect. Like the next great thing from Thacker's coming out. Yeah, I don't know. Interesting.
Producer Dave
00:29:54.190 - 00:29:54.510
Could be.
Eoin Comerford
00:29:54.510 - 00:30:20.810
I mean, I think the, I think that the bags and the totes are probably going to be the core. Really. That's probably the most accessible element of the line. But don't forget the poncho and the poncho.
But, but if they can build up this, use these other items, you know, almost like, like the vests, etc. As these, you know, breakthrough products that just get attention and position the brand in that sort of upper echelon.
Colin True
00:30:21.290 - 00:30:27.370
All right, so that's Thacker nyc, last one on the list before we get to some honorable mentions. Lux Fly.
Eoin Comerford
00:30:27.850 - 00:30:28.250
Right.
Colin True
00:30:28.410 - 00:30:41.150
So this is a, you know, you walk by the booth and we, and we, we did the thing where we were walking by and I think we caught the eye of the person standing in the booth and we had the moment of like, I don't really want to go see your. Going to kind of keep on walking.
Eoin Comerford
00:30:41.150 - 00:30:43.430
Because it's a backpacking food. Right.
Colin True
00:30:43.430 - 00:30:44.750
And we're like, freeze dried backpacking.
Eoin Comerford
00:30:44.750 - 00:30:46.350
We're like, okay, cool.
Colin True
00:30:46.350 - 00:30:47.270
I know what you're all about.
Eoin Comerford
00:30:47.350 - 00:30:48.750
Freeze dried backpacking. Yeah.
Colin True
00:30:48.750 - 00:30:59.110
Right, right. So, and Sarah, who is the owner of the brand, kind of called us, is like, hey, you know, come on over. Like, all right.
So you kind of begrudgingly walk over, like, shoot, we didn't get by this time. You know, we've all done this.
Eoin Comerford
00:30:59.110 - 00:30:59.710
Oh yeah.
Colin True
00:30:59.710 - 00:31:16.180
Anybody's listening to this has been a trade show. You know, exactly what I'M talking about. But one of those. Now here's the example of like, thank God she did, because Lux Fly is a.
It's freeze dried backpacking food. But Sarah is a chef who has been a chef for celebrities, actually. So apparently she's got some chops.
Eoin Comerford
00:31:16.180 - 00:31:20.500
Barbra Streisand, Lance Armstrong. That's right. Yeah.
Colin True
00:31:20.740 - 00:31:38.290
And so she then also is a backpacker and an outdoorsy person and on a, on a trip in the last few years had some mountain house food. Sorry, Mountain house. They're actually. I can see their booth from here. Sorry, Mountain house. But as we've heard from our friend Gear Abby, can.
You will often develop some gas after some of those other meals.
Producer Dave
00:31:38.290 - 00:31:40.490
Okay, she didn't say gas.
Colin True
00:31:41.050 - 00:32:07.100
Well, it was probably in relation to something poop or bidet related, but whatever. So, so, but anyway, so this is what, you know, Sarah's like had the same experience and decided she's like, I can fix this.
And her contention is that there's a lot of fillers and those other. And those other products. And she wanted to make something that was, you know, whole food, just the ingredients that, that you see in the recipe.
That's what's in the bag. And that's what she did. And now she has a more premium sort of elevated backcountry meal solution.
Eoin Comerford
00:32:07.100 - 00:32:53.740
Right. I mean, yeah, these are gourmet meals with gourmet ingredients produced by a gourmet chef.
I mean, we're talking like her mushrooms and biscuits and gravy has shiitake mushrooms in it. Right. You know, and these are fresh ingredients that are then freeze dried. And then the, the French onion soup.
Apparently somebody was raving about like the best French onion soup they've ever had. Like, not, not just in general. In general. Right. Not, not just like, you know, like this is a gourmet restaurant quality dish. So.
And, you know, price point, yes, it's a little bit of a premium price point relative to some of the other brands, but not crazy, certainly. I mean, if you want to, you know, treat yourself on your backpacking trip, this is really an interesting way to go.
Colin True
00:32:54.450 - 00:33:23.170
Now, the one thing I'm curious about, and you know, Sarah, if you're listening to this, is that I think this is a lesson for people who attend this event. Right. Because she sort of buried the lead of what was cool about her brand. Right, right.
So we, we went and she got went very matter of fact about the products. And at what, at that point I'm like, okay, so you're making freeze dried backpacking food. Oh, It's a little bit better.
And so Dave, I guess, you know, question for you is like, as these brands are entering into the space, don't.
Wouldn't your advice be to kind of, hey, hit them over the head about what's interesting about you and the brand before you even get into what's different about the product?
Producer Dave
00:33:23.250 - 00:34:22.870
Yeah, that's a really great point because when you. The logo is nice, it fits kind of the offering, it feels a little elevated.
But this idea of, you know, created by a chef, that there is a kind of a gourmet aspect to this. I mean even the idea that it won't give you gas is a more interesting, you know, that you do not have to sacrifice on the trail in the backcountry.
You can have good food that doesn't make you feel bad.
Those are the things that I would want to put up with front in terms of leading the consumer to understand your new brand that they might not have seen. Because the dishes are really interesting.
I mean, you know, brioche French toast with organic strawberries and organic rhubarb, you know, black and blueberry shortbread cobbler. You can see where my head is at. Banh Mi curry noodle bowls. You know, that kind, it goes on and on and on.
And you know, all of the brands are doing a good job of bringing new offerings here, but it just, it just seems here that it kind of lives up to the promise. Yeah.
Colin True
00:34:22.870 - 00:34:26.870
Now to be fair, we didn't get to try anything, so it could be terrible.
Producer Dave
00:34:29.910 - 00:34:42.550
Colin, I do have one and I will be reporting back here on the chili. Chili relleno with organic portobello. No chili. Yeah. I don't want to say it.
Colin True
00:34:42.790 - 00:34:43.430
Never mind.
Eoin Comerford
00:34:44.150 - 00:34:44.670
No way.
Colin True
00:34:44.670 - 00:34:45.470
I'm leaving that all in.
Eoin Comerford
00:34:45.470 - 00:34:45.910
That's the.
Chris DeMakes
00:34:46.789 - 00:34:47.029
So.
Colin True
00:34:47.349 - 00:35:09.669
Yeah. Well, anyway, so like it's. We're excited. We'll get, we'll get the feedback on another episode. Dave, if what you think.
But I mean, but even still, like just the. It was, it was such a. It was cool to talk to Sarah, cool to hear her story. And here's another example, kind of like rugged road of a.
What you might consider. Oh, it's a kind of a tired or a category that we've seen everything. Here's something. Yeah. A mature cat. Thank you. A better word.
Eoin Comerford
00:35:09.669 - 00:35:25.230
And. And not. And lots of variety. So there are gluten free options. There are vegan options, but it's not like that's all they do. It's like.
No, it's like a menu in a high end restaurant. You can have those options in the menu. Or if you want to have the barbacoa tacos, we've got that too.
Colin True
00:35:26.190 - 00:35:33.870
All right, so just some quick honorable mentions walking around the floor. Last night we had Cli, Clay, Cilly.
Eoin Comerford
00:35:33.870 - 00:35:36.110
Ciela, C L A. C L A. Yes.
Colin True
00:35:36.190 - 00:35:37.470
Hat brain from Montreal.
Eoin Comerford
00:35:37.470 - 00:35:37.910
Yeah.
Colin True
00:35:38.140 - 00:35:55.820
Who are new leadership there? Gentleman Corey just came over from a long time at Ultra and Smartwool, kind of a VF guy who's now take over the reins there.
The brand is kind of, you know, you kind of see their hats around much about them. I think they must do other things, but mostly they're known for their hats.
Eoin Comerford
00:35:56.060 - 00:35:58.260
But they do also have apparel. Yes, yes.
Colin True
00:35:58.260 - 00:36:01.020
And apparently is resonating very well in the endurance world.
Eoin Comerford
00:36:01.180 - 00:36:02.460
So they were cool.
Colin True
00:36:03.100 - 00:36:05.260
Swanee. All right, so that's Swanee for a second.
Eoin Comerford
00:36:06.040 - 00:36:13.320
Swannie. I mean, really, it was. I think this was just like, hey, hey, guys, we're still here. Yes. Right, right.
Colin True
00:36:13.320 - 00:36:25.080
Kind of one of those brands where, like, you know, we talk about the. The on our top five things, like, if you're opening a store, what would you carry?
Like, no one would begrudge you if you're like, yeah, I carry Swanee for my. For winter gloves and things like that. Right. It's like, that's just kind of one of those brands.
Eoin Comerford
00:36:25.080 - 00:36:25.400
Sure.
Colin True
00:36:25.400 - 00:36:35.380
But it seems.
Sounds like in talking to the folks there, again, new management, that it's sort of, you know, been coasting off of, you know, a long time of being one of those brands.
Eoin Comerford
00:36:35.380 - 00:36:51.620
Right. And now they went in, they cut a number of SKUs that didn't make sense.
They've added some new product, and it's really trying to just reinvigorate the brand and just getting back out in front of retailers and saying they want to, let's work together, you know, let's build this thing. But yeah, beautiful product. Yeah.
Colin True
00:36:51.620 - 00:37:02.630
And Dave, they mentioned that they had no marketing budget effectively when they took over, and now they have tripled that. I think it goes to show that even if you are an established brand, it still pays to maybe put your name out there sometimes.
Producer Dave
00:37:03.420 - 00:37:12.700
Well, see, Colin, this is why you have to be able to read between the lines here. As an experience, when they have zero marketing budget and they triple it, it's still zero. They still have zero marketing budget.
Colin True
00:37:14.380 - 00:37:15.500
Gotta start somewhere, though.
Eoin Comerford
00:37:15.500 - 00:37:15.980
That's right.
Colin True
00:37:16.380 - 00:37:18.940
So, yeah. But good to see what's going on over at Suwanee.
Eoin Comerford
00:37:19.100 - 00:37:19.540
Okay.
Colin True
00:37:19.540 - 00:37:26.060
And now we're gonna turn the mic over to Owen Comerford, who wants to talk about his favorite Thing that he saw maybe at the show, which is Salty Crew.
Eoin Comerford
00:37:26.060 - 00:38:20.830
I don't know that it was the favorite thing at the show, but it was interesting initially. It was one of those ones where you're sort of walking by like, oh, Salty Crew. I actually was confused.
I was thinking they were Salt Life, which is just a totally different deal. But, you know, they were originally more of a logoware brand. Salty Crew, you know, sort of.
But they're actually at this really interesting intersection between surf and fish. Right. So they're the surf fishing brand. But my very favorite thing was what actually Dave coined as DBR Durable Blood Repellency.
Because they had this flannel that for if you're out on the open seas, you're doing some fishing, it's getting a little chilly, you're gonna put that thing on, but you're gutting some fish, you get some blood on a non DBR flannel, and it's shot, basically.
Producer Dave
00:38:20.990 - 00:39:10.530
And I'm a little disappointed we didn't cover this in our earlier interview when we were talking about performance materials and pfas. Like, where does DBR fit into that? Does it work without pfas? For sure. I just love the idea of that application. That makes a lot of sense.
And maybe if we start to see it in more practical, functional work environments, then it would actually build kind of currency around it. Because seeing it for the first time in a lifestyle kind of garment is what kind of is a little bit like, oh, wait a minute. But I get it.
I totally get it. The intersection of surf and fish, too, is interesting, because when he said that we're talking about it, I get it.
But my first thought was the intersection of surf, that your audience is sharks. Like, that's who you're actually talking to. Like, people are looking both of those for a tasty meal.
Eoin Comerford
00:39:10.530 - 00:39:10.810
Yeah.
Colin True
00:39:10.810 - 00:39:30.890
I think the only thing I would say to them is they could use a little more pirate. You're called Salty Crew. You're like assembling your Salty Crew. Yeah, you could have a little more pirate edge there going on, but that was cool.
And then the last one we want to mention was Swoop. So that was kind of. There's a lot of apparel brands. You know, again, no offense, but walk around kind of them just sort of breeze by.
This one tended to stand out.
Eoin Comerford
00:39:31.050 - 00:40:27.590
Yeah. So Swoop is actually an Alaskan brand. I've chatted with Virginia in the past, who is the founder.
Featured them actually in my Outdoor Founder Friday piece on LinkedIn, but really started. Virginia actually was a nurse and just underwire bras for 12 hours a day. Not fun. And so she actually developed this bra much, much more comfortable.
And that was really sort of her entree into apparel. And then really, I think if you look at what Swoop is, at its core, it's just comfortable women's products.
There are overalls, there are fleece pants, There are lots of their tunic dresses, just various pieces that. But lots of interesting bright colors. But it's just about warmth and comfort and just sort of being yourself, I guess, in terms of this product.
Producer Dave
00:40:27.750 - 00:40:37.430
Well, it's even more than just basics from a comfort. There's a performance aspect to this, like the insulation pants. And you're wearing this stuff out in the elements. Right?
Eoin Comerford
00:40:37.590 - 00:40:38.950
No doubt about it. Built in Alaska.
Producer Dave
00:40:39.030 - 00:41:07.570
That's right.
And the other thing, I gotta say, from a brand perspective, they are the most, to me, interesting of this space of new women's brands in terms of defining who their woman is. It is just. It is eclectic.
It is definitely meant for all sizes and all shapes, but they have an attitude that is just clearly confident and interesting and unapologetic. And I think it's gonna resonate. I think. I really do. It's really cool.
Eoin Comerford
00:41:07.570 - 00:41:13.460
Yeah, the photography is great just in terms of just people out there just saying, hey, what the hell? Right?
Colin True
00:41:14.020 - 00:41:15.940
Hey, what? Hashtag hey, what the hell?
Chris DeMakes
00:41:18.500 - 00:41:20.580
It's time for a parting shot.
Colin True
00:41:22.180 - 00:43:35.520
All right, it's time for the parting shot presented by Garage Grown Gear. I'm recording this, obviously, since I have now left Kansas City. And this is a pretty simple parting shot today, guys.
And this may sound like a small thing, but it's kind of a big thing.
I'd like whoever is in charge of every major airport in the United States to drop what they're doing, fly to Kansas City, provided that they can get on a flight that won't be canceled. And take a look at the all gender bathrooms at Kansas City's airport. And I'm not kidding.
The all gender bathrooms in Kansas City's airport are a goddamn revelation.
You go in there, you walk in, there are dozens of stalls that are kind of akin to what you find in a European airport bathroom, with ceiling to floor doors and walls, you know, so you can actually have privacy. And above each door is a light that glows green if the stall is available and red if it's occupied.
You go in comfortably and quietly do your thing, wash up at the communal sink, and you're on your way. I can't stress how nice these bathrooms are because you have the privacy they can be used for any gender. And they were super clean.
And look, this is why. This is not. I'm not kidding around with this. Traveling for work or for pleasure is a major gastrointestinal disruptor you get out of your routine.
There's the potential to be in different time zones. And all of that leads to. Let's just use the word irregularity, okay?
As a veteran of business travel in the outdoor industry, I can tell you any little convenience that leads to a more comfortable traveling experience is something that can't be overrated.
So my parting shot is to all the crappy airports out there that make the travel experience worse when I now know that there's one airport who has figured it out. Good job, Kansas City. If you're heading to kc, you're going to see what I'm talking about.
If you're from KC or you've been through kc, you're going to know what I'm talking about. It was awesome. If I ever am back at a job where I'm on airplanes every week, I will be happy to pass through Kansas City, Missouri.
All right, and that's my parting shot. All right, that's the show for today, the Rock Fights, a production of Rock Fight llc.
Today's episode was produced by producer Dave Art direction provided by Sarah Gensert for Owen Comerford. I'm Colin True. Thank you for listening. And here to take us out, it's Kristen Makes and he's gonna sing the rock Fight fight song.
We'll see you next time, Rock fighters.
Chris DeMakes
00:43:35.520 - 00:44:34.920
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, ideas that aim for the head. 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 fight.
Welcome to the rock flight. Rock flight. Rock fight. Rock flight. Rock flight. Rock fight. Welcome to the rock fight. Rock fight. Rock fight. Rock fight.
