Wild Things Gear Debuts Mass Customization for Technical Outerwear

Wild Things Gear has just launched a new service that let’s you customize apparel (American Made at that) and have it delivered in two weeks.


Using a best-in-class visual configurator, you can choose options such as type of performance fabrics, insulation type and weight, color, detail trim, hood or no hood and pocket placement. Color options include MultiCam. Already, the service is available through Wild Things’ website as well as through an exclusive sales and marketing agreement, on Moosejaw’s website and in select Moosejaw stores.

“Once we heard what they were up to, we jumped at the chance to partner with Wild Things,” said Eoin Comerford, Moosejaw’s president and CEO. “Active outdoor pursuits are all about personal expression, but until now, outdoor enthusiasts had to choose from mass-produced outerwear. With Wild Things, they can have their jackets built exactly how they want, with only the features that they need and in colors that match their favorite cravats.”

Initially, customized styles for men and women will be available in just three products: Wind Pro Jacket; Mountain Guide Jacket (Soft Shell); and the Insulight Jacket. But Wild Things has informed us that a second phase will launch in 2013 with additional men’s and women’s styles such as the Alpinist Jacket and Pants as well as packs. Personalized packs, that’s pretty cool.

“This is the first scalable mass customization initiative available in the outdoor category,” said Ed Schmults, CEO of Wild Things Gear. “Our outerwear is distinctive in that it provides personalization for individual customers at a mass production price. The outdoor consumer gets exactly what he or she wants quickly. Our customers can easily share their designs via Twitter, Facebook and Pinterest to validate or critique their decisions with friends. This viral marketing option will spread awareness of this new initiative. We couldn’t think of a better partner than Moosejaw for this first phase, as they are progressive thinkers with a solid customer base that appreciates this option. In the end, this is aboutgiving customers unmatched choice and value without having to hold finished goods inventory.”

In all, you’ll get to choose 10 specific attributes including outer shell fabric, side panels, cuffs, chest pocket location, zipper pocket location, logo, insulation (PrimaLoft One, PrimaLoft Eco or PrimaLoft Sport) and color. Additionally, as the options are selected, the web-based customization tool is instantly updated using 3-D with zoom, rotation, color and feature changes, resulting in a real life view of the end product. You’ll know what your garment will look like on the fly and any tweaks are updated instantly.


Once you have created a customized piece you can share it with others text messages, Facebook, Pinterest or Twitter directly from the site using the “Share Your Design” feature. At the present time, global brands and manufacturers use this on-demand product configurators from Fluid, Inc. This feature also means that you can start your own version from your buddy’s saved creations or from a library of stored designs on the site, or naturally, from a blank slate.

Manufacturing is presently done in the USA in two facilities. “Competing for bulk production against off-shore manufacturing is a difficult proposition for U.S. apparel manufacturers,” continued Schmults. “While wage inflation in China is making U.S. apparel manufacturers more competitive, the average U.S. factory needs to pursue a new business model focused on higher value-added products. We are using manufacturing processes pioneered by Toyota to enable us to scale with mass customization.Not only does this afford us the opportunity for forging closer relationships with our consumers, but also, our program is also environmentally smart and economic. It is a win-win for everyone.”

What’s more, Wild Things Gear is offering a discount exclusively for SSD readers. Enter code SSD-WTG. You’ll get 25% off ALL products on the site, not just customization from now until 11/25/12. MultiCam is available now with Kryptek patterns coming soon.

For more information or to create your own customized garment, visit

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