, but given how important it is to get at least 20 minutes of outdoor time every day, the founders of–a Toronto-based recreational apparel line–want you to consider what you’re putting on to head out, too.
“People are living differently than they have before, and using the spaces around them differently than they have before,” says co-founder Mikayla Wujec who, prior to starting Alder with marketing entrepreneur Naomi Blackman, was a National Geographic Explorer and environmental scientist. An uptick in people visiting their local park versus traveling to far-flung places “aligns with how we’re trying to shift the idea of outdoor recreation,” Wujec adds. “We want to encourage people to take the performance [function] aspect out of the equation, and just get outdoors for peace of mind and for fun.”
Wujec and Blackman began Alder after having conversations about where they felt the outdoor clothing industry was failing themselves and other women. “There’s a lot to be improved in the space,” Wujec notes about the range of product offerings traditionally found in the category, highlighting that Alder’s business is “to have really iterative feedback from our community. We go heavy on surveys and do deep engagement with our customers to find out exactly what they want.
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