VOORMI and Fishpond Team up for Unique Cross-Industry Collaboration Project
OutdoorHub 07.22.14
VOORMI, an innovator of domestically sourced Precision Blended Wool, today announced a unique apparel based collaboration project with fellow Colorado company Fishpond. The pair will team up over the coming months to launch a series of styles built upon VOORMI’s award winning thermal mid-layers, with specific focus on the challenges of remote access, high alpine fly-fishing.
“For anybody who’s ever lived in a small mountain town, the idea of hanging up the skis in April to follow the river is a very natural thing.” Notes Dan English, VOORMI’s CEO. “This project is not only exciting for us in terms of following that natural migration, but also in terms of laying the infrastructure for future collaborations down the road. VOORMI CO-LAB, we believe, is a completely different way to think about building best in class products outside of our core markets. We’re extremely excited to see where that can go.”
The project, to be launched under the newly established VOORMI CO-LAB label, represents not only an expanded distribution network for the upstart Colorado brand, but also a completely different approach to developing innovative products outside of their core winter offering — not through the traditional paths of generic brand extension, but rather through the authentic virtues and values of cross-company/cross-market collaboration.
“Like every other aspect of life, the places most worth going are often the hardest to get to,” notes Fishpond founder John Le Coq. “For over 15 years we’ve been building gear to help people reach some of the best and most pristine waters on earth. When it came time to think about apparel fit for that mission, it only made sense to team up with a partner who not only inherently understands the challenges of remote access, but also happens to be the newest and most cutting edge company out there today in the world of apparel and fabric technology.”
