Flylow is often thought of as a winter company, but has been a large player in the summer market for several years now.
Writer: Travis Poulin
Like many outdoor companies, Flylow is focusing on performance lifestyle clothing. Their upcoming lines are on display at Outdoor Retailer, and several products have people begging the reps to sell early.
A common theme at Outdoor Retailer has been the lifestyle market and appealing to the “every day crowd.” Companies are switching to the mountain lifestyle market so they can appeal to everyone, but offer the same performance as technical sport-specific clothing.
One item that was popular on the first day of the show was Flylow’s line of lightweight, performance shirts that feature UPF protection and seem to be the ideal shirt for paddlers.
The new collection, which has not been released yet, consists of a line of hooded, lightweight synthetic shirts that will likely be appealing to raft guides and fisherman, as well as the consumer looking for a casual shirt. A rep from Flylow told us that they were not marketing to the paddlers necessarily, but wanted an all around performance shirt that happens to be ideal for a day on the water.
The shirts can be complemented with Flylow’s new line of boardshorts, which happen to work as mountain bike shorts as well. The new collection is sure to have consumers itching to buy as the brand becomes increasingly popular in mountain communities.
Photos courtesy Flylow