Adventurer and bushcraft expert, Ed Stafford has partnered with outdoor apparel company Ridgeline of New Zealand to design and launch the first Ed Stafford waterproof, outdoor smock.
The partnership was brokered by Brandgenuity, which is managing the development and roll out of the Ed Stafford licensing programme.
The product – which benefitted from Ed being heavily involved in the design process – is available to pre-order on the Ridgeline of New Zealand website and dedicated Ed Stafford Shopify store and will launch mid-September.
The smock jacket will also be available through additional channels later this year.
Consumer interest in outdoor adventure continues to rise, and categories including outdoor apparel and gear have grown significantly, with the global outdoor apparel market projected to grow by $4 billion by 2024. Ed’s mission is to encourage people of all ages to get outdoors more, and having the right gear can make a difference.
“Outdoor gear is something you should aim to buy once and buy right,” commented Ed. “We made sure to provide as much value and uniqueness as possible through the addition of numerous features. These include lots of pockets varying in size, high-quality wind and rain resistant material, a bamboo charcoal antibacterial lining to ensure longevity, side zippers for underarm breathability and a large, adjustable hood that keeps rain and sleet away from the eyes.”
Nigel Winkle of Ridgeline of New Zealand added: “Working with Ed was truly insightful. With his knowledge, we were able to better understand what functions people are looking for in these types of apparel products, and then create a really thoughtful, quality product.”
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