Foreign Rider Co., the sportswear manufacturer with offices in Toronto and Denver, CO, has opened a flagship store in Salt Lake City, UT.
The store also serves as a gallery, allowing customers to “touch and feel each fabric, to see where the product fits into travel, daily performance and recovery,” the company stated in a media release.
The store’s layout includes photography which the company captured on motorcycle and surf trips worldwide, showcasing “raw landscapes that exemplify the exploration of ‘fr.eedom.'”
Film production company, FR. Films, also known as Fil rouge Films, offers an ongoing film series in-store capturing stories from people who are “defining what ‘fr.eedom’ means to them” on a large-format screen mounted to a custom-built wall.
Ralph Dunning, a technical apparel designer with “decades of leading innovation in performance apparel,” founded Foreign Rider in 2009, as a “push back against an industry he saw heading in the wrong direction.” The company’s ethos centers on the idea of personal, physical and creative freedom and the belief that “what consumers wear can support their pursuits.”
The collection, which draws on Dunning’s motorcycle and cycling backgroud, features “versatile essentials — designed to perform when needed, offer comfort when you slow down and elevate the everyday, whether dressed up or worn casually.”
The company works with “global partners” to manufacture its apparel which include the Solace, Odyssey, Merino, and Heritage collections.
Said Dunning, “We aren’t chasing trends or trying to be louder than the next company. We’re here to make better product, communicate stories about real people and ask the right questions.”
Images courtesy Foreign Rider/Ralph Dunning
