By Maddisyn Blue
Oct, 2024
Exploring the Evolution and Vision of Outlandish: An Interview with Benje Williams
ToughCutie socks in Brooklyn, NY
About Outlandish
One of three Black-owned gear shops in the US, Outlandish aims to reconnect people of allbackgrounds with the outdoors through community hikes and curated product offerings. Founded by Ken Bernard and Benje Williams, the Brooklyn, NY based store highlights representation in outdoor spaces, through their intentional sourcing choices, emphasizing storytelling of the people behind the brands and products they sell in their shop. Specifically, Outlandish prioritizes collaborations with both NY-based and minority-owned brands that foster a sense of community and belonging. Through their mission, they aspire to uplift underserved communities while advocating for shopping local and small, while nurturing a deeper connection to nature and the outdoors through their community events.
In our recent interview with Benje Williams, the co-founder of Outlandish, we explored their business journey, efforts to promote diversity and inclusion, and strategies for building acommunity in the outdoors. Williams offered valuable insights and experiences on various aspects of the outdoor industry. Here’s a summary of our conversation.
How has Outlandish evolved since its opening, both in terms of its offerings and its impact on the community?
Since opening, Outlandish has significantly expanded its offerings and deepened its impact onthe community. Initially, our primary focus was on organizing hikes to engage with people outdoors, inspired by my own backpacking trips with my dad. We began by collaborating with groups like allmansright and Tri-State Hikers to learn the ropes of organizing safe and accessible hikes. Over time, we adapted our hikes to be more inclusive by reducing the mileage and ensuring they were more manageable for a broader audience. This evolution in our offerings has allowed us to create a more inclusive and engaged community.
Looking ahead, what are your goals for furthering diversity and inclusion within your company and the outdoor industry as a whole?
Our goals for furthering diversity and inclusion involve continuous engagement and adaptation. We learned from our community that offering hikes on different days, such as Mondays, can accommodate people with non-traditional work schedules, like those in the hospitality industry. Additionally, we've been pleasantly surprised by the number of exciting, minority-led local brands we've discovered, like ToughCutie. Our collaborations with these brands, along with events like our December holiday market featuring Hikerkind, allmansright, and William Ellerly, serve to spotlight the diversity within the outdoor industry, even when it's not always visible. This evolution didn't occur suddenly; instead, it unfolded gradually over time. Through word of mouth and our active presence in the industry, individuals have reached out to us, revealing an already existing ecosystem of diverse brands that has been a pleasant surprise.
We've been pleasantly surprised by the number of exciting, minority-led local brands we've discovered, like ToughCutie. Our collaborations with these brands, along with events like our December holiday market featuring Hiker Kind, All Man’s Right, and William Ellerly, serve to spotlight the diversity within the outdoor industry, even when it's not always visible.
- Benje Williams
Our partnership with the Salomon Foundation has been particularly exciting. They came alongside
us to collaborate on a multi-year program called Hikeish, providing resources like demo shoes,
transportation, and guides, which lowers barriers to entry and enhances the community
experience. We’ve also done product collaborations, like hats and crewneck sweatshirts, which
allow people to represent the brand in ways beyond hiking. I think that gives people a chance to
represent the brands even if they don't go on hikes or even when they're not hiking,
which is cool. Something that our community cares a lot about is having cool
brands that are swaggy, that they feel good wearing and that still reflect their personality.
How do you identify and select companies to collaborate with? What criteria do you consider?
We identify and select companies to collaborate with based on shared values and a
commitment to making the outdoors more inclusive and accessible. Our collaborations with local
and minority-led brands have been instrumental in this effort. By showcasing these brands, we
provide our community with access to products they might not have discovered otherwise,
fostering a more inclusive outdoor culture.
In what ways do you believe your emphasis on showcasing local products and products from minority-founded companies contributes to greater diversity and representation in the outdoor industry?
.Our store and events serve as platforms where outdoor enthusiasts can discover and support these brands, which helps to break down barriers and promote a more inclusive representation within the outdoor community. This effort is aligned with the insights from our mentors and advisors, the other three Black-owned gear shops Slim Pickings, Wheelzup Adventures, and Intrinsic Provisions, who have emphasized the existing diversity in outdoor activities but noted the lack of representation within the industry itself.
What unexpected lessons has the Outlandish team learned along their journey, and how have these insights shaped their approach to business?
One of the unexpected lessons we've learned is the importance of adaptability. For example, we found that offering hikes on different days to accommodate diverse schedules was essential for inclusivity. Additionally, discovering the wealth of local and minority-led brands was an unexpected and pleasant surprise, reinforcing the importance of being open to learning and evolving. These insights have shaped our approach to business by emphasizing the need for continuous learning and flexibility.
Can you talk more about Outlandish's strategy for nurturing a sense of community among their customers, both online and offline, and how it contributes to their mission of reconnecting individuals with nature?
Nurturing a sense of community is at the heart of our mission. We organize community events,
workshops, and outdoor excursions that encourage people to connect with nature and each
other.
Our online presence through social media and our website further supports this by
sharing stories and resources that inspire and educate our community. Our partnership with
Salomon, for instance, has allowed us to formalize our program called Hikeish, providing
resources like demo shoes, transportation, and guides, which lowers barriers to entry and
enhances the community experience.
I think that gives people a chance to represent the brand in ways, even if they don't go on hikes
or even when they're not hiking, which is cool. And I think that's something that, you know, our
community cares a lot about is having cool brands that are swaggy, that they feel people still
feel good wearing and still feel like their personality can come through.
A big thank you to Benje for sharing their insights and aspirations for Outlandish. Their dedication to diversity, community engagement, and a strong bond with nature continues to inspire and pave the way forward in the outdoor industry.
Interesting links
Salomon Partners with Outlandish For Nonprofit "Hikeish" Initiative: https://hypebeast.com/2024/2/salomon-outlandish-hikeish-initative
ToughCutie Instagram Carousel feature: https://www.instagram.com/p/CsYq8BWuGWf/?hl=en&img_index=1
About Glacier National Park Conservancy
A Nonprofit National Park Partner
The Glacier National Park Conservancy is the official non-profit fundraising partner of Glacier National Park. Their mission is to preserve and protect Glacier National Park for future generations.Glacier National Park Conservancy is a 501(c)3. You can find the park store at Belton Train Station12544 US-2, West Glacier, MT 59936.
The Park Store
In 2013, the Glacier National Park Fund and the Glacier Natural History Association merged to form the Glacier National Park Conservancy with the aim of bolstering annual support for Glacier National Park. The Fund, established in 1999, focused on preserving the park's natural beauty and cultural heritage through private philanthropy, while the Association, formed in 1941, supported education and interpretation through merchandise sales. Since the merger, the Conservancy has become the official fundraising partner for Glacier National Park.
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