When longtime footwear designer Stacy Lowery, co-owner of Roger Co. and the former creative director at Pro-Tec, was planning an adventure trip, he couldn’t find a pair of shoes that blended both outdoor performance and a clean, fashionable aesthetic.
“There were plenty of great shoes on the market, but the ones with the style he liked were mostly built just to look good, and the ones built purely for performance did not feel designed for him,” says Tyler Cannon, president of Ridgemont Outfitters.
“As Stacy likes to joke, they were made for guys wearing zip off pants and walking with trekking poles.”
Lowery figured there had to be people who shared that desire, so he set out to build footwear that could handle adventure while still fitting the lifestyle and style he grew up with in California.
The brand has been focused on DTC sales and is now expanding to wholesale. Cannon shared more about the brand’s plans and design philosophy in an interview with SESO.
What’s the inspiration behind Ridgemont Outfitters?
Tyler Cannon, president, Ridgemont Outfitters: Ridgemont was born from a simple observation. A lot of people who love the outdoors do not connect with the traditional outdoor aesthetic. I grew up in Southern California, identifying strongly with surf and skate culture while also spending a lot of time outside exploring. When I looked at the shoe wall in most traditional outdoor retailers, it was hard to find something that felt right for both worlds.
Most outdoor footwear is highly technical and performs well, but it often lacks everyday style. We set out to build footwear that could handle adventure, whether that is hiking, travelling or exploring, but still look good in everyday life. We also believe in keeping branding minimal. Our customers are not looking to be walking billboards. They appreciate clean, understated design that lets the product speak for itself.
Ridgemont sits at the intersection of outdoor functionality and lifestyle design, inspired by people who want one pair of shoes that works for both.
How has Ridgemont Outfitters been funded so far?
Tyler Cannon: We take being a 100% independently owned footwear brand seriously and are very proud of that. We have not sought external investment so far, and if or when we do, it will be important that it comes from the right cultural fit. Any partner would need to truly understand Ridgemont’s brand ethos and what we are building.
Remaining independent allows us to maintain authenticity and stay true to the brand. It also gives us the freedom to move quickly and focus on making products we genuinely believe in. At the end of the day, we are building footwear that we as owners, and our friends, would be stoked to wear ourselves.
Are you currently working with key wholesale accounts?
Tyler Cannon: The majority of our business so far has been direct to consumer, which has allowed us to build a strong connection with our customers and refine the product. That said, we believe wholesale needs to be a major part of Ridgemont’s growth moving forward. Specialty retailers play a huge role in building authentic brands.
I still remember being a teenager working as shop staff at Val Surf. The brands I wanted to support were the ones that showed they cared about the shop kids. The brands that flowed us product to try or took the time to come into the shop, run a clinic after hours and bring pizza. Those moments stuck with me.
The industry needs to get back to stoking out the people working on the front lines. At Ridgemont, we are committed to supporting reps and retailers with samples, product education and real engagement with shop staff. When the people on the floor believe in the product, it makes all the difference.
For outdoor and surf retailers looking to carry your products, what kind of support or collaboration do you offer to help them succeed with your brand?
Tyler Cannon: We see our retail partners as an extension of the brand and want to support them in ways that help them succeed at the shop level. One example is a sock program we have been experimenting with. We developed a Ridgemont sock that pairs with our Outback shoe, and we have been offering wholesalers a free pair of socks for every Outback they order. Shops can use the socks as a margin builder or as a gift with purchase.
We know one formula does not work for every account, so we like to support retailers in ways that work best for them individually. Whether that is staff incentives, product education, or promotional support, we are always open to ideas. Our goal is simple. Support our partners and keep people stoked on Ridgemont.
What’s next for Ridgemont Outfitters?
Tyler Cannon: We are continuing to expand our footwear line with new styles built around our philosophy of everyday adventure, while also investing more into wholesale partnerships and brand storytelling.
We are also onboarding a group of brand ambassadors we call Nomads, which we will begin announcing early this summer. They are a diverse mix of people, from surfers to outdoor photographers to adventure seekers with incredible stories. At Ridgemont we are excited to help share those stories and highlight the different ways people get outside and explore.
