alder

Alder Apparel is a direct-to-consumer brand in the outdoor recreation apparel market for women, founded in Toronto, Canada in 2018. The company was established by childhood friends Naomi Blackman and Mikayla Wujec, who combined their distinct professional experiences to address a gap they perceived in the market. Wujec, a National Geographic Explorer with a background in sustainability consulting and research, grew frustrated with the functional but often unstylish and ill-fitting outdoor clothing options available to women during her fieldwork. Blackman brought a decade of fashion marketing experience from roles at major retailers like Joe Fresh. Their shared dissatisfaction with the industry's focus on hyper-performance athletes, and a lack of inclusive and appealing options, spurred the creation of Alder.

The company's business model is primarily online, direct-to-consumer, supplemented by brand collaborations and partnerships with established retailers like REI and MEC. Alder launched its e-commerce site in May 2020 after a successful Kickstarter campaign in September 2019, which significantly surpassed its initial funding goal. This initial success demonstrated strong market demand for their products. In June 2022, the company secured $2 million in a seed funding round led by Bridge Investments and Consumer Ventures, with participation from REI's Path Ahead Ventures, among others, to fuel further growth and product development.

Alder's product line is designed to be versatile, blending fashion with function for activities ranging from hiking and camping to travel and everyday wear. A cornerstone of their strategy is a commitment to inclusive sizing, with all products offered in sizes from XS to 6X, a direct response to industry norms where plus-sizes are often neglected. Their debut product, the 'Open Air Pant', was developed based on extensive community feedback and features a high-waisted fit, multiple pockets, and is constructed from a sustainable, Bluesign-certified modal/spandex blend. The company emphasizes ethical and sustainable production, working with carbon-neutral and transparent manufacturers and utilizing recycled and natural fiber fabrics whenever possible. Beyond pants, the product catalog includes items such as overalls, dresses, shorts, skorts, and fleece, all developed through a community-informed design process that prioritizes fit, comfort, and practical features.

Keywords: women's outdoor apparel, inclusive sizing clothing, sustainable activewear, direct-to-consumer fashion, female-founded business, outdoor recreation clothing, ethical production, functional fashion, Toronto startup, community-informed design, plus-size outdoor gear, sustainable fabrics, versatile apparel, hiking pants, outdoor lifestyle brand, e-commerce apparel, women's adventure clothing, eco-friendly fashion, playful outdoor wear, performance casual wear