<\/p>\n
\n\tSalvation Brands keeps a low profile.<\/p>\n
\n\tThe Costa Mesa, Calif.-based company is the brainchild of Tyson White, a 30-year industry veteran whose background includes Quiksilver, Diesel, Rip Curl and Burton Snowboards.<\/p>\n
\n\tFive years ago he created Salvation Brands to serve as an incubator of companies in the outdoor, action sports and fashion arenas. The company owns or operates a portfolio of labels including Ruby Mint, a beach accessories brand; The Brown Buffalo, a premium bag label; Bootcap, a toe cover for ski boots, and SPC\/LST, pronounced specialist, a technical men\u2019s apparel brand.<\/p>\n
\n\tOn Thursday it will introduce Esci, a new mountain lifestyle brand designed to fill what the company sees as a gap in the market for fashionable apres-ski wear. Italian for \u201cyou go out,\u201d Esci is owned by the Schumacher family, whose background includes Schumacher Homes, a large custom home building company based in Canton, Ohio, as well as the investment firm Schu Capital.<\/p>\n
\n\tPaul Schumacher Sr. and Paul Schumacher Jr. are the cofounders of Esci, which was born out of their passion for skiing and the opportunity they saw in the apres-ski category. The family has partnered with Salvation Brands to bring the brand to market, with White serving as chief executive officer.<\/p>\n
\t\t\t\t\tEsci is designed to be worn after skiing.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Esci<\/p>\n
\n\tWhite said that after three decades in the industry he saw a need to invest and provide resources to companies with a strong concept but not a lot of support. \u201cWhat started out as ideas and fun projects grew into bigger things,\u201d he said. \u201cWe love building brands; that\u2019s kind of what makes us tick.\u201d<\/p>\n
\n\tHe said each brand \u201creally fills a void that we see in the market\u201d but is run independently. They benefit from using the same back-end operational resources as well as the experience of the Salvation Brands team. \u201cI feel like I\u2019m lending credibility with the decades of experience building exactly what Esci is. It\u2019s not a random idea coming from a place of naivete. We know how to make that product really well.\u201d<\/p>\n
\n\tWith Esci, its concept was \u201cborn out of what we saw was a pretty obvious gap in the ski market,\u201d White explained. \u201cTypically, you go to the mountain and put on the highly technical gear you\u2019re actually skiing in. But when you\u2019re done with that experience, you have to go find a new outfit if you want to go back to the lodge, or the home that you\u2019re staying in. There\u2019s really nothing that transitions fluidly between those spaces. There are apres-ski brands, but they tend to serve the high luxury space.\u201d<\/p>\n
\n\tAlthough Esci is premium priced, it\u2019s designed to be \u201csexy and fashionable,\u201d he said. The line opens at $228 and goes up to $448 and includes insulated jackets and vests, fleece hoodies, leggings, quarter-zip mocknecks and joggers.<\/p>\n
\n\tWhile it\u2019s not something that should be worn on the slopes, it does offer technical properties such as breathability and insulation. \u201cI wouldn\u2019t recommend skiers to wear anything that isn\u2019t true technical ski outerwear,\u201d White said, pointing to the \u201cextreme waterproofing properties\u201d of materials such as Gore-Tex. \u201cBut you can absolutely wear Esci as a mid- or first layer so when you get out of your ski jacket and pants, you can walk straight to dinner.\u201d<\/p>\n
\n\tHe said that a lot of technical ski brands are \u201cboxy and don\u2019t fit right. It\u2019s not what you want to wear to the after party or to hang out in the hotel lobby.\u201d<\/p>\n
\n\tSchumacher Sr. said: \u201cOur family has always believed in the importance of quality, thoughtful design and creating something that genuinely enhances the way people live. With a shared passion for the mountain lifestyle, we recognized an opportunity to bring that same philosophy to luxury fashion.\u201d<\/p>\n
\t\t\t\t\tEsci offers both men\u2019s and womenswear.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Esci<\/p>\n
\n\tHis son added: \u201cWhen you spend time in mountain destinations, you quickly realize how much of the experience happens beyond the mountain. It\u2019s the long lunches, afternoons with friends, apr\u00e8s-ski gatherings, dinners in town and late nights that turn into unforgettable memories. Yet we kept finding ourselves choosing between technical mountain apparel that didn\u2019t necessarily translate to those moments, and fashion pieces that weren\u2019t built for the elements. We saw an opportunity to bring those two worlds together.\u201d<\/p>\n
\n\tWhite said that what appealed most to him about the Schumachers\u2019 vision is that \u201cthey weren\u2019t simply looking to launch another apparel brand. They had identified a genuine gap in the market, informed by their own experiences and a real passion for the mountain lifestyle. Having spent much of my career building brands at the intersection of performance and lifestyle, I immediately saw the opportunity to create something distinctive. The Schumachers brought a clear vision for what Esci could be, and I was excited to bring my experience in brand building to help turn that vision into a reality.\u201d<\/p>\n
\n\tWith all its brands, Salvation Brands seeks to fill market voids. Bootcap goes on the toe of ski boots to create an insulation barrier and prevents cold from getting in and heat from getting out. They retail for $59.50.<\/p>\n
\n\tSPC\/LST is \u201cvery utilitarian\u201d and is targeted to the mature, active, affluent man. The outerwear, pants, shorts, sweats and T-shirts are created from high-end materials but designed to be classic and quiet. Zip hoodies are $155, reinforced Cordura fleece joggers or hoodies are $130, cotton oxford shirts are $125 and a quilted down jacket or parka is $350.<\/p>\n
\n\tThe Brown Buffalo was created by Douglas Davidson, who designed gear for The North Face, Burton and others for 25 years before creating his own brand. The site boasts that the totes, backpacks, duffels, Dopp kits, laptop cases and other products are \u201cdesigned to be the last bag you\u2019ll ever need.\u201d And each one comes with a lifetime warranty.<\/p>\n
\n\t\u201cIt builds bags with function first, not aesthetics, even though they\u2019re aesthetically pleasing,\u201d White said. \u201cThere\u2019s not a single corner cut, a single compromise made. The liner of the bag is as expensive or more expensive than the external material, which is a very rare thing that you don\u2019t see out there.\u201d Yet prices are reasonable, such as duffels for $279 to $299; backpacks for $179 to $189, and a Dopp kit for $39.<\/p>\n
\n\tRuby Mint, the women\u2019s beach accessories brand, offers premium beach towels, beach bags, slings, pouches and sarongs. \u201cWhen you head down to the beach, you grab a towel that may just be something random, it\u2019s not premium,\u201d White said. \u201cOur towels are oversize and made from certified sustainable organic cotton.\u201d<\/p>\n
\n\tLike the other brands, Esci will launch strictly direct-to-consumer, at least for the foreseeable future.<\/p>\n
\n\t\u201cWe\u2019re definitely open to wholesale and international when the time comes, but right now we are wholly focused on Esci being purely what we want it to be,\u201d he said. \u201cWe don\u2019t want to be distracted by having to go to trade shows, set up sales forces and have buyers tell you what to make. Nope. This is our vision and we want to stay pure and focused.\u201d<\/p>\n
\n\tWhite said Salvation Brands is not to be confused with the big brand management firms such as Authentic Brands Group and WHP Global, which are getting all the attention these days.<\/p>\n
\n\t\u201cWe\u2019re brand creators,\u201d he said. \u201cWe only use the best materials and build things that last a long time and are durable. That\u2019s a thread that runs through all of the brands. We\u2019re trying to build things better. We don\u2019t start from a price point and a line plan and try to work to a margin. It\u2019s not commerce first. It\u2019s serving a need in the market and making the best things we can to fill that gap.\u201d<\/p>\n
\n\tAnd he\u2019s in no rush to add to his stable. After five years, the company oversees just five brands. \u201cThere isn\u2019t a business plan that says in 2027 we\u2019re going to acquire or invest in a specific number of brands,\u201d he explained. \u201cIt honestly comes from a very holistic place. If we see the opportunity, or one comes to us and we feel we can provide value, and we\u2019re inspired by it, then we\u2019ll make it happen.\u201d<\/p>\n
\n\tHe said it\u2019s this \u201cpurity\u201d that prompted him to create Salvation Brands. \u201cThat\u2019s where the interest was for me: build something and throw out all the rules and commercial framework we\u2019re forced to work within at large brands. We build things in the most pure way, price them appropriately and sell them.\u201d<\/p>\n
#Redefining #Outdoor #Action #Sports #Fashion #Innovative #Lifestyle #Labels<\/p>\n","protected":false},"excerpt":{"rendered":"
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