Bill Amos - Lessons From Shutting Down NW Alpine

In this episode, Christian sits down with Bill Amos, founder of Northwest Alpine, to talk candidly about his decision to close the company after 15 years. Bill shares what went into making the call, the relief that followed, and he reflects on what he's learned through the experience. From the challenges of sustaining a U.S.-made apparel brand to the pressures of demand, cash flow, and retail consolidation, Bill offers unfiltered insights on the hard truths of entrepreneurship. He also reflects on the future of domestic manufacturing, why demand matters more than margin, and what independent retailers and small brands need to survive in a changing market. This conversation is an honest look at the other side of building a brand—the moment when stepping away is the wisest choice.

Episode Highlights

• The decision-making process behind closing Northwest Alpine and how Bill felt after the announcement.
• Why demand, not margin, is the biggest driver of viability for small brands.
• Lessons from running a U.S.-based manufacturing business—and why Bill still believes in its future.
• The current state of outdoor specialty retail, the REI problem, and what independents need to thrive.
• Why direct-to-consumer is increasingly expensive, wholesale is tough, and what founders can do to find a "third way".
• The importance of in-person connection, founder-led storytelling, and community-driven growth.
• Advice for aspiring entrepreneurs who want to build U.S.-made outdoor brands—and why Bill says to “wait five years.”
• What’s next for Bill as he takes on a new role leading apparel development at Spiritus Systems.

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