|Gert Boyle (Outside).|
“She and [her son] Tim did something no one else was even trying,” says Jim Thomsen, co-founder of outdoor brand Wilderness Experience. “All the other real outdoor companies, including mine, looked at ourselves as so cool, making products for the elite. And we sold them only to the coolest stores. Then along came Gert and Tim and they made really good products, but they did something none of the rest of us would ever think of doing . . . they sold products to sporting goods stores, those non-cool places that sold to people who didn’t even know how to climb. And they started selling a lot.”Selling to the non-elite outdoors person. Not being a prisoner of "coolness." What a concept.
One of Columbia's first new products when they branched out was a fishing vest that Gert designed. Probably worth a bit if you have one, which I do not, but I like my Columbia upland hunting vest.