Available now! The Stone Mind T-shirts via adayak.com. Adorned on the chest with a logo designed by artist Kristin Marine, these organic ringspun cotton shirts are lightweight, double needle stitched, and come in three colors.
Recommended uses: climbing, writing, meditating, or even chilling with a fine whiskey on a fall day.
For the past three Outdoor Retailer shows, I’ve blogged about the longstanding prevalence of plaid shirts in the outdoor industry. This year, I was burned out; I didn’t want to talk about plaid any more. But as I walked the red-carpeted runways of the show last week, I realized I wasn’t alone—lots of people have had their fill of plaid and are ready for a change. So I’ll talk about that instead…
Perusing the show between meetings, some new trends began to take shape. Several plaidternatives were in evidence, from paisley to animal prints, vertical stripes to polka dots.
The simple solid color option, often in subdued grays, greens, and blues, was popular, too. Meanwhile, I noted quite a few button-up shirts with heathered yarns or herringbone weaves or other subtle textures. Several denim shirts were even in evidence.
As with many aspects of modern society, cultural fashion norms at the OR Show appear to be moving ever towards the informal. Where plaid, short-sleeve, button-front shirts once served as the “dress up shirt for the outdoor guy” (to quote Patagonia’s Kristo Torgerson), now wicking synthetic base layers and even T-shirts are becoming acceptable garb for meetings, especially among the younger crowd.
As I stopped passers-by in the crowd to snap photos of their plaidless ensembles, I asked a few why they had opted to leave the tartan tailoring at home.
“I wear paisley to the show because I don’t want to be just like everyone else,” said one gentleman. “I’ve been boycotting plaid at the show for years,” said another. It was a common refrain.
A confidential source whose spouse works at a prominent outdoor apparel brand confirmed that the coming season’s lines contain more solid colors and fewer plaids.
One friend went so far as to suggest that previous plaid exposés on The Stone Mind may have drawn attention to the trend, spurring self-conscious show-goers to seek other options. It seems unlikely that a lowly blog might move the needle on the outdoor industry’s entrenched plaidiction, but I suppose anything is possible.
Of course, plaid isn’t really dead, just a little less lively. Whereas a few years ago one out of every two men walking the Salt Palace during the OR Show were wearing plaid, now the ratio, by my unscientific methods, is more like one in five.
When I asked a designer for the Seattle-based brand Kavu if plaid was on the way out, she said, “No way—we still sell tons of plaid flannel shirts,” adding that the palette has shifted: towards brighter plaids, comprised of primary or neon colors.
“I love plaid!” declared Sam Krieg, of Krieg Climbing and Cycling, as the show wrapped up. “Seriously. I really do.”
The Outdoor Retailer Summer Market (ORSM) is, according to the website, “the world’s largest outdoor sports industry gathering.” For this much-lauded trade show, thousands of brands, athletes, non-profits, retail store buyers, media outfits, and so forth gather at the sprawling Salt Palace Convention Center in Salt Lake City every summer to do business of one sort or another.
Whatever the reason a person attends the OR Show, almost everyone – every male, at least – will at some point don the “OR uniform”: a plaid shirt, probably short-sleeved, with khakis or jeans, and either approach shoes or flip-flops.
After years of administering lighthearted ribbings to my friends and co-workers for their unconscious adherence to the OR dress code, I decided to pick up my camera and document just a few of the tartan-clad attendees walking the red-carpeted walkways of the Salt Palace, which, one busy year, an event goer referred to as looking “like a table cloth.”
If you look carefully, you’ll find 50 different plaid (or near-plaid) shirts pictured in the gallery below. These I photographed with a modest effort – maybe 15 minutes over the course of Sunday, the final and slowest day.
With this, I hope to draw attention to a curious fashion phenomenon for which I can conjure no reasonable explanation. I have also included an image of myself, pre-show, in a plaid shirt — proof that an awareness of the plaid plague offers no immunity.