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Because a whole lot have been better and possesses been recently quit in order to be utilized with out adversity.

On the first pages of the catalog, the company owners wrote in great detail about the environmental risks of the rock hook. This was followed by a 14-page essay by Sierra mountaineer Doug Robinson on the use of clamping wedges. He started with the following memorable words:

Within a few months after the catalog was sent out, the business with climbing hooks fell sharply; Wedges, on the other hand, sold so well that Chouinard Equipment could hardly keep up with production. In the small Chouinard Equipment building, the monotonous tapping of the drop hammer was replaced by the shrill noise of the drill.

In the late 1960s, people did not wear bright, colorful clothing, at least not outside. Active sportswear consisted of simple gray sweatshirts and pants. The standard equipment for climbing at Yosemite was beige, cropped cotton pants and white shirts from the thrift store. During a climbing trip in Scotland in the winter of 1970, Chouinard bought a rugby shirt that he wanted to wear when climbing. In order to withstand the tough demands of rugby, this shirt had a sturdy collar that, in his opinion, would prevent the material loop from cutting into the neck when climbing. It was blue with two red and two yellow stripes across the chest. When Chouinard was out and about with his climbing buddies in the USA and wore his souvenir, his friends wanted a shirt like this too.

A few shirts were then ordered from Umbro in England and they were immediately sold out. Chouinard Equipment couldn’t store that much and soon began to expand orders to include shirts from New Zealand and Argentina. Other companies followed suit, and it soon became clear that Chouinard Equipment had introduced a not insignificant fashion trend in the United States. Selling clothing has been a great way to support the low-profit hardware business. Therefore, in 1972, PU rain jackets and bivouac sacks from Scotland, woolen gloves from Austria and hand-knitted, reversible “Schizo hats” from Boulder followed.

As the manufacture and sale of clothing continued to grow, it became necessary to come up with a name for the clothing line. Why not “Chouinard”? The good image was already there, so why start from scratch? However, there were two reasons against it. First, it could damage Chouinard’s image as a hardware company if clothing was also sold under that label.

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