The Death of Plaid?

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Not plaid. Josh Sweeny of Hippy Tree shows off the cutting edge: horizontal stripes.

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.”

 

PLAID-FREE GALLERY

 

MORE PLAID POSTS

 

#ORPlaidIsRad: The Outdoor Retailer Plaidstagram Bingo Challenge

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If you’re reading this, chances are you own a plaid shirt, probably several. Popular across many demographics, plaid is de rigueur for us outdoorsy types. After attending more than a dozen Outdoor Retailer shows in Salt Lake City and noting the abundance of plaid shirts on display, I started to explore this curious fashion trend, first with a photo gallery and later with a video report.

To continue the colorful adventure, this year I’ve teamed up with Outdoor Research to bring you the Outdoor Retailer Plaidstagram Bingo Challenge, a photo contest that asks attendees of the Outdoor Retailer Summer Market 2013 to see with fresh eyes the plaid-patterned universe that surrounds them, and to share that universe with the outside world.

If you’re going to the OR show this year, pick up bingo card and play along for a chance to win! So stoked to see all that plaid…

(Tip: During the show, a plaid-clad Semi-Rad [real name: Brendan Leonard] will be strolling the carpet of the convention center as one of the powerful corner squares on your bingo card. Look for him, most likely in proximity to the coffee bar at the Royal Robbins booth.) 

How It Works

For those attending ORSM13, on Day 2 (Thursday, August 1) of the show, do the following:

  1. Pick up a bingo card from Outdoor Research (booth #26015), or download at thestonemind.com/plaidisrad.
  2. Snap an Instagram photo of the rad plaid content identified in one of the bingo squares.
  3. Follow @thestonemind @outdoorresearch and @semi_rad on Instagram.
  4. Tag the picture with #ORPlaidIsRad @thestonemind @outdoorresearch and @semi_rad.
  5. Once you have 5 squares in a row (vertical, horizontal, or diagonal), return to the Outdoor Research booth to claim your plaid prize! (Bring your phone; all squares must be accompanied photographic evidence!)
  6. Don’t forget to read the RULES below…

The Prize

The first 12 people to bring evidence of a completed line on their bingo cards to the Outdoor Research booth will win a sweet plaid shirt and trucker hat from Outdoor Research a Petzl headlamp.

Where You Can See All Those Rad Plaid Photos

Click on over to thestonemind.com/plaidisrad to see a feed of the plaid photos tagged #ORPlaidIsRad. (Alternatively, you could search for the hashtag #ORPlaidIsRad in your Instagram app.)

Rules

  • Contest will run for one day only, Thursday, August 1, 2013, from 9am to 6pm Mountain Time. All images must be uploaded during this timeframe.
  • All images must be uploaded to Instagram and must include #plaidisrad, @outdoorresearch, @thestonemind and @semi-rad in the caption or comments section.
  • To claim your prize, you must swing by the Outdoor Research booth (#26015) by 6pm on Wednesday, July 31, 2013.
  • The first 12 people to complete their cards and bring photographic evidence to the booth will receive a prize.

Questions or comments? Please leave them below so others can see.