Blurr is pushing the envelope of urban fashion in the climbing world with a line of apparel that not only goes “from bouldering to bar” but also speaks to the elusive youth audience that so many outdoor brands are trying to reach.
The company recently hired Cary Chang as Director of Sales, and he intends to push the brand even more towards the urban audience. On the show floor, Chang told us that he feels many climbing brand, have a great presence and brand loyalty within the climbing community, but loose their cool once you look outside that niche market. He intends to “de-tune” the distinct climbing overture and create a “great urban brand” that also works for climbing.
Over the past few seasons, Blurr has refined its target audience, and know the company knows its precise target. Moving forward, its goals are to build a direct relationship with this audience through grassroots and underground marketing campaigns.
