Articles of Interest Gear: Chapter 2
Oct 29, 2025
Rachel S. Gross, a historian of consumption, explores the evolution of outdoor gear, highlighting how retailers transformed shopping into a source of expertise. She discusses the origins of brands like Eddie Bauer and the influence of military needs on scientific gear testing. Joshua Kerner offers a critical take on General Littlejohn's aesthetic decisions, which led to critical failures in soldier winter supplies. Together, they reveal the intricate relationship between outdoor gear, military innovation, and consumer culture.
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Retail As Outdoor Authority
- Abercrombie & Fitch reframed shopping as a source of expertise rather than a sign of weakness.
- Retailers became instructors who taught customers the correct gear and techniques.
Nature Became A Destination
- The automobile and expanded parks democratized short outdoor trips for middle-class Americans.
- Theodore Roosevelt's park system reimagined nature as destinations to be visited, not lived in.
Materials As Credibility Signals
- Material trademarks like DuPont's signaled scientific credibility in clothing ads.
- Advertising materials turned chemical or fabric tech into persuasive marks of effectiveness.
