Tapping into WERX's strongest trait:
A clothing line that defines technical apparel, First Ascent was one of Eddie Bauer's lines that attempted to move away from Eddie Bauer's casual outdoor vibe to an "Everything you need, and nothing you won't" mantra.
Eddie Bauer's First Ascent line differentiates itself from the semi-casual brand by following one guideline: designing a line made to thrive in worst-case scenarios and carve out Eddie Bauer's territory in the high-end technical apparel market.
While working with athletes, it's of utmost importance to identify problems, or instances of inefficiency, and work up from there. This is how First Ascent, fellow athletes, and WERX combined to create a feedback loop of effective creation. We helped take First Ascent's goals in combination with mountaineers and snowsport athletes to design a line that took their needs to tailoring and design that made waves in the technical apparel market.