One of my favorite aspects of being in the outdoor industry is the excitement of watching a new brand emerge—especially when they have a new technology or a new style that makes you stop and say, “Yes, the outdoors needs this!”
That’s how I feel about 3Bird, a new clothing brand out of Jackson Hole, Wyoming that adds enough pop and style to the mountain town aesthetic that when you put it on you feel like you’re stepping out of a casual wool shirt and blue jeans.
I was lucky enough to get a few pieces to try out this spring and wearing them around Santa Fe kind of feels like I’m listening to one of your favorite songs on vinyl again, with more soul this time.
From long-sleeve shirts to pants, shorts, outerwear and some super soft hoodies, 3Bird offers a curated collection of reliable—and sustainably produced—apparel that will quickly become your regular staple.
As the brand says, “Our mission is to silence the noise of telling you what you need by delivering what you want—sustainable, high-quality, everyday wear that never goes out of style.”
The three founders of 3Bird also have serious outdoor apparel, as they pioneered and made iconic outdoor gear with other brands in the past.
Here, The Gear Institute sat down with Founder and CEO Noah Robertson to talk about the 3Bird’s flight path.
Why are you presenting now?
We were ready. Our collection is very balanced from a seasonal point of view, so we had some flexibility during our launch.
Where do you see the most immediate opportunity?
Whenever you start something new, the immediate opportunity is within your community, your professional network, and of course, friends and family. Together we have more than 70 years of experience in the industry, so the excitement of being new is real, but we have to build a strong foundation to support our customers and sales partners in the future.
How do you guys explain the product to consumers or retail partners who are hearing about 3Bird for the first time?
3Bird is about people, their stories, and delivering a collection of clothing that is part of your personal brand. We believe that clothes are more than what we wear…they help shape the most powerful memories of our lives.
You have a lot of experience in making and selling outdoor clothing in the bedroom, how did that lead to this new venture coming together?
It’s funny to think about this for a bit, but in the end, it’s just about connecting with the right people. We have always been passionate about what we do. I think we have a little unfinished business, we’ve learned a lot, and we’re focused on doing well.
What exciting company origin stories can you share?
It started with thinking about the changing of the seasons and the first sign of spring when you hear the birds singing at your open window. The opposite, happens when you see birds migrating south as winter approaches. This feeling has led us to the Belted Kingfisher as a unique local bird with its strong head, which goes annually to migrate long distances, and always around some body of water, including lakes, rivers, or oceans.
It is not an easy task to come up with a brand name in today’s world with all access to information. Finally, I will give my 19-year-old daughter, who said, “What about 3Bird” over the phone one day. I listed it, shared it with others, and every day it just went up.
What two or three products really define the 3Bird launch?
It’s hard to pick just three but the Woolie Shacket, the migration collection, and the Tidal Knit Shirt are special products.
Check it out: