Active clothing line Outdoor Voices is launching a new storytelling and marketing platform with a seasonal zine component called The Recreationalist.
The Recreationalist features a collection of curated content, including product recommendations, playlists, city guides and profiles, marked by a focus on community, culture and recreation.
The first issue of the zine includes an interview with illustrator, animator and curator Joey Yu, a meditation on Angela Lansbury’s exercise VHS tape and the book Positive Moves, a city guide to Austin, Texas, and a piece about CliniqueFIT Workout 24-Hour Mascara.
Each issue will also include an in-depth profile and dedicated photo shoot and video of an inspiring person, called “Doing Things With,” and a feature called “Take Ten,” in which editors ask a subject 10 questions across a variety of topics.
For the platform’s launch, Ty Haney, founder-CEO of Outdoor Voices, interviewed founder-former CEO of Lululemon Chip Wilson. The two took a hike through Vancouver’s Grouse Grind to discuss the changing nature of the activewear category, among other topics.
A copy of the zine will be included in all online orders and is also available at Outdoor Voices stores.
Chris Ralston, director of digital brand experience, will lead all editorial content across the platform.
Earlier this year, outdoor retailer REI announced it would launch a new magazine called Uncommon Path focused on environmental journalism. The magazine will replace the company’s print catalog.At the time, Brett Hill, editorial director of HearstMade, which partnered with REI Co-op on the project, stated: "We're seeing smart brands like REI take an innovative approach to content by building audiences with their own premium-quality, branded editorial products.”