There was a time, not so long ago, when outdoor gear made you look like anything from the abominable snowman to a comic in khaki, with numerous over-dyed, under-styled or badly cut options in-between.”Wouldn’t it be great if there were an outdoor store that combined serious function with inspired style?” we asked ourselves. Our customers rapidly embraced the idea that there’s no need to be a blot on the landscape while enjoying the action and excitement of the outdoors, and some were so taken with our kit that they even started wearing it around town.