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Stoic brand being discontinued?
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Franco Darioli
(Franco) - M

Locale: @Tarptent
Stoic brand being discontinued? on 10/13/2012 17:00:13 MDT Print View

us Irish aren't in to crazy colours :-)

To be sure to be sure ...
Irish colours

Edited by Franco on 10/13/2012 17:01:13 MDT.

Stephen M
(stephenm) - MLife

Locale: Mind your own business
Re: Stoic brand being discontinued? on 10/13/2012 17:13:45 MDT Print View

That must be he Auditions for River Dance ;-)

Jason G
(JasonG) - F

Locale: iceberg lake
somnus on 10/15/2012 00:02:26 MDT Print View

Robert, I have a Somnus 15 for sale. pm me if interested

Adam Klagsbrun
(klags) - MLife

Locale: Northeast US
Re: value on 10/16/2012 16:49:57 MDT Print View

I would say the clear reason this brand failed was really because of a marketing problem. I believe they had their customer all wrong. Looked like they were trying to market to teen-30 years old and they had the worst lineup of colors in the market. I'd say with a different color palate and a marketing team going after ultralighters and backpackers rather than snowboard/skater types who go camping, they'd have a much more successful company. Seems obvious to me, but I'm just an average consumer.

eric chan
(bearbreeder) - F
lack of value on 10/16/2012 17:22:53 MDT Print View

the problem is that modern outdoor clothing is not sold on value generally ... if it was we would probably go to target and costco ... or those discount outlets ...

its sold on perception ... either of association where if you wear a certain brand, youll think you are part of some athletic outdorsy group ... or on perception of performance where it seems like just because (insert name) used it on everest, you need to have it for walking your dog ...

now there are those who value products that do the job at a minimal price without all the branding fuss ... but those are a fairly small market, and honestly, the discount shops have that covered to a large degree ...

clothing is all about perception, not reality ... stoic unfortunately did not have the cachet of a fancy name and logo ... or the blind faith of a religious following ...

Alex Eriksson

Locale: Austin, TX
Bummed on 10/16/2012 18:30:37 MDT Print View

Myself and my other friends who are all getting into backpacking in ernest of late, are all bummed to see Stoic go. We're a group of guys and girls between 24 and 33 (myself being the lone "old dude") and certainly preferred the look of the Stoic clothing to the majority of other brands and REALLY appreciated the value to performance ratio. A brand's failure can't just be traced to a single event, or even a simple explanation like "ghastly colors" because everything is relative to positioning. I work for a marketing analytics company specializing in retail, and see the complexity of moving products on the daily.

Ultimately I would attribute a portion of their demise to a number of things that I personally took note of: lack of a strong review presence amongst respected internet sites/forums, and a pricing strategy that was too middle of the road. To speak to the latter (because the former is obvious to understand), in today's retail economy the middle of the road price/performance is being hollowed out and is a barren place to inhabit. Companies that do well in these times of a shrinking middle class are at either end of the spectrum: dirt cheap Chinese clones sold at 5% over a third-world-labor-lowered cost of manufacturing, or the upper echelon where enormous price tags and exclusivity of brand image and inventory mean you're dictating the market. Stoic was neither cheap enough (before the current discounts) nor swanky enough to do well.

Stoic never reached that critical mass and had a lot of uphill battles. Frankly I thought the colors were an opportunity to distinguish themselves and the value meant I have somehow ended up with a fairly good amount of their gear that I'm also quite happy with. Ultralight backpacking is a niche inside of a niche and I doubt any company could reach a critical mass of following to justify the size of a venture that Stoic was (they had HOW MANY products?!).

All that said I have about $300 worth of Stoic stuff currently in route to my grubby little mitts.

Edited by aeriksson on 10/16/2012 18:32:34 MDT.

michael levi
(M.L) - F

Locale: W-Never Eat Soggy (W)affles
re on 10/16/2012 19:28:37 MDT Print View

Nice post, I agree with most of it. How I got a new long Stoic Somnus 30 deg 850 fill down bag with a pertex quantum shell for $150 shipped is just beyond me. Its weight is right there with the higher end bags like Western Mountaineering etc. at 25.7 ounces.


Alex Eriksson

Locale: Austin, TX
Thanks! on 10/16/2012 22:05:47 MDT Print View

I have a bunch of Stoic merino on the way (socks, tops, 3/4 tights), the Ti pot, spork, and a second pair of my favorite "adventure slacks" to date, the Stoic Overhang. Although not at all ultralight, the pants will clearly last me years, contain enough lycra to be stupid-comforable, and are cut in a more slim-fitting fashion than any other action trouser I could find short of some obscenely expensive Arcteryx offering. It's hard to find appropriate pants when you're tall and all leg. I'm half tempted to get a third pair just to cover the bases for multi-sport pants for years and years.

There's definitely been several Stoic pieces that have sold out before I got a chance to get in on them, that looked quite nice. It's a real drag that they're going away.