A New York entrepreneur has begun soliciting consumer input on a new line of technical apparel he claims will use Toray fabrics to offer more affordable and better fitting garments.


Ethan Wishnick, an outdoor enthusiast who currently resides in Manhattan, says he was motivated to create the new line after years of frustration with the fit of technical garments and the belief that top-of-the-line technical apparel should not cost $300 or more. In a press release he specifically called out Patagonia, The North Face and Arc'teryx.


“We have received tremendous feedback on our designs,” said Wishnick of his company Toren. “We're confident our quality will be equivalent to our higher priced competitors, as we are using many of the same suppliers,” said Wishnick. “Our e-commerce distribution model differentiates us from other technical apparel brands. By operating online, we can interact with our customers in real time to make them a part of our process, while eliminating overhead costs that inflate retail prices.”


Wishnick is soliciting consumer input on product design and features via a blog, social media channels and website, www.toren.is with the intention of launching the line in 2014.

“We want to know what pieces consumers are looking for,” said Wishnick. “We're interested in what styles and colors are most appealing and what features are most important. Our goal is to listen and respond to create innovative new products with the features and look consumers want, all at a more affordable price point.”


Toren's initial garment, the classic rain shell, is designed to look great and function equally well in the city or on the mountain. The shell will feature a more tailored fit than many of the products currently offered by competitors and integrate three-layer, waterproof/breathable fabric produced by Toray, a leading manufacturer of high performance textiles. Following the launch, Toren plans on producing technical apparel for all seasons, including pieces like insulated hard-shells and wetsuits.