You’ve all seen the slogan “Guide Built” on the First Ascent ads, but you must wonder what that slogan really means and how it applies to the brand.
Let me start by saying that it means just that: Guide built, or built by guides—professionals who spend most of their time not only playing, but also working in the outdoors. Each person on the team is a professional who goes out there, puts the products to the test in all sorts of weather and conditions, exposes the products to their clients and communicates feedback to the First Ascent design team. But that’s only one part of our job description.
The team also meets a few times a year with the design team to talk about the product, clarify why some features work and how they can be improved, what material performs the best, and also what we would like to see in the upcoming line.
This past week, we had the first women-only meeting at Eddie Bauer headquarters in Bellevue, WA. All the women on the FA team gathered to brainstorm and share ideas and experiences we each had in our different sports (alpine, ski) with the products. We got measured to get a better idea of how to define the woman athlete and fit the clothing more specifically to her body and needs. I really enjoyed every aspect of it because we got to touch on design and fit as well as marketing, merchandising, marketing, and creative. We maximized our time and still managed to fit in a little bouldering session at the new bouldering gym in Seattle. This meeting was a great way to get to know the other women better and also to address women specifics.
Our next meeting will be in Ashford during the Rainier Mountain Festival, where we will be meeting with the rest of the team—the men—and build on what we talk about during this past meeting. All I can say for sure is that we have a lot of great products to look forward to!
Tell us: What would you like to see in our women’s line?
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