Toren – Crowdsourced Technical Apparel


With his new company Toren, entrepreneur Ethan Wishnick is on a mission to offer high quality, stylish technical apparel at a fraction of the price currently found on the market. In order to do so, Toren wants your help. The company is actively soliciting your input on product design and features via its blog, social media channels, and website. 

Toren's initial offering will be the Fundamental Shell, a classic 3-layer waterproof/breathable hard shell designed to look great and function equally well in the city or on the mountain. The shell features a slimmer cut for a flattering, close-to-the-body fit and two large chest pockets for plenty of storage. A small pocket on the left arm is just big enough to hold your chapstick, money, or ski pass for the day. 

The Fundamental Shell will come in both a men's and women's version, with the women's jacket cut smaller in the waist and longer in the back. Toren wants to know what other pieces you might be looking for, along with what styles, colors, and features are most important. 

Similar to the Stio model, Toren will sell exclusively online, eliminating the retail markup in order to keep prices low. The Fundamental Shell should start shipping Spring 2014.  

Beginning next summer, Toren plans to offer a lightweight, technical base layer, followed in the fall by a whole new cold weather and winter sports line. Head on over to the Toren website to sign up for more information and give feedback on what you would love to see in the collection. 

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