Back to Journal

2020 was a wild year for everyone. Like each of you, we did our best to manage COVID-19's impact on our supply chain, our team, and everything in between.

In April, we permanently closed our office in the Telluride co-working space. Our work and family lives became more deeply integrated as we established work-from-home routines, until we opened our very own office and showroom on Main Street.

This fall, we launched a brand new website and two record-breaking Kickstarter campaigns. We welcomed thousands of new customers into our community and deepened our relationships with those who have been with us for years.

To all of you that supported us this year, thank you from the bottom of our hearts. We have all faced unprecedented challenges and become stronger together this year. While we still have work to do, we have a lot to celebrate.

What We Made

Despite significant COVID delays at our global factories, we launched 13 new products, added all-new colors, and launched new sizes in the staples you love.

We started off with the expansion of our sustainable wool collection with the Limitless Merino Shirts. We followed this with the all-new ultimate WFH pant, the Diversion Pant - winner of Carryology's 2020 Carry Award for Best Travel Clothing. In March, we added odd sizes and new colors in our customer favorites, the Evolution Pant and AT Slim Pant.

After several delays and re-directs, we launched our new Evolution Short in late spring. This summer, we added a whole new category of athletic clothing with our Spectrum Jogger, Movement Short, and Session Tee. This fall saw an update to everyone’s favorite AirLoft technology with the AirLoft Jacket on Kickstarter and the all-new AirLoft Shirt Jacket.

This holiday season, we expanded our performance accessories with the Versa Hat on Kickstarter, StrongCore Merino Boxer Brief, and a new color of our best-selling StrongCore Merino Socks.

2020 threw us countless curveballs, but we have big plans for 2021 including much-anticipated collaborations, sustainability improvements, and all-new styles to push your daily performance further.

What We Gave

If you own any piece of our clothing, you have helped us preserve public lands, support social justice, and educate the next generation. This summer, we re-examined our giveback policies and added new organizations that support both social and environmental growth.

We were proud to become Climate Neutral Certified this year. Together, we were able to completely offset our carbon footprint, conserve over 10,000 acres of habitat and waterways, and reforest over 25,000 acres with Western Rivers Conservancy, the Sierra Club, and Carbon Fund.

We helped support artists, videographers, and athletes showcasing their work for environmental advocacy and social justice by partnering with our favorite Telluride festivals, Mountainfilm and the Telluride AIDS Benefit.

This summer, we listened as the nation cried out for the fair treatment of all of our citizens regardless of the color of their skin and added the NAACP Legal Defense Fund to our giveback partnerships. This fall, we partnered with The Other Side Academy to dress over 100 neighbors in need in the Denver area for the holidays. We also helped introduce low income youth in San Diego to the transformative power of the outdoors through Outdoor Outreach.

We are continually working to improve and let our actions speak louder than our words.

Where We Traveled

Travel and the outdoors are at the heart of Western Rise and remain where we gain a lot of inspiration. As a team that thrives on new stamps in our passports, 2020 was a particularly challenging year.

Despite spending more time on video calls than in new cities, we were still able to travel a bit and spend a lot of time outdoors. More importantly, we learned how to better connect with our friends from a distance.

In January, we visited our photographer's new studio in Brooklyn and re-shot every product for the new website. We also spent a week in Venice, CA catching up with business colleagues and brought our city-dwelling designer out to Telluride. This summer, we tested our Active Collection on the shores of Montauk and made new (socially distanced) friends during a Kickstarter shoot in Salt Lake City.

Throughout the year, we explored almost every corner of Southwest Colorado and enjoyed countless sunsets in the San Juan Mountains. We put our clothing to the test to ensure it's ready for anywhere you take it. We are eagerly planning our next adventures and can’t wait to see you all on the road in 2021.

Here's to turning the page on 2020 and looking forward to a great 2021. We are so grateful for our incredible community. Thanks for being a part of the journey.