As prAna heads into it’s 13th year of business, the company continues to
keep a tight focus on the youth market.
PrAna got it’s start in the climbing market and has built its name in that
community by creating long-standing relationships with young climbers.
Climbers have always and will continue to play a heavy role in influencing
the growth and direction of the brand. prAna aims at designing pieces that
attract the youth. Some of prAna’s ideas have come from their athletes, which have led to key pieces in the fall 2005 collection. Examples from past collections include: the new Sugar Mini, which was a suggestion from Lauren Lee; and Chris Sharmas influence in the Mojo short, which has become a best-selling mens short.
The company is proud to be a large supporter of national proactive climbing
organizations like the Access Fund and to reach out to a new generation of boulders
through programs such as the Boulder Project. PrAna promotes environmental
stewardship through outdoor programs internationally in Europe, Japan and
the Carribean and locally through Outdoor Outreach in San Diego and Boulder
Clean in Joshua Tree. Through volunteering and participation in events prAna
maintains a dual focus on the youth market by both giving back as well as
listening to the opinionated young consumers who offer a critical eye on
trends and product that is essential to our brand’s core focus.
“At prAna, we like to jump in and participate. Our employees
volunteer in outreach programs, weve secured a youthful team of athletes and
also take part in as many climbing events as we can,” said Beaver
Theodosakis, founder of prAna.
