In this chaotic year where everything feels faster, louder and more expensive, choosing to shop small can make the holiday season more meaningful. As more and more brands become part of giant corporations, we’re proud to have remained independent and family-owned since we opened our doors in 2014. There are so many reasons to shop small during the holidays and year-round, but here are a few of our favorites.
1. You’re getting gear made for (and by) people just like you.
What’s the best way to make clothing that will hold up in wild mountain conditions? Dream it up, design it and test it right in the mountains. From our home base in Mammoth Lakes, California, our team tests every piece of gear we make alongside our athletes and ambassadors.
There’s no better location for Ridge Merino than Mammoth Lakes, California, where year-round mountain activities demand durable and comfortable apparel for a wide variety of conditions.
- Ultrarunning Magazine
We make the gear that we want for ourselves, and since we’re a small company, we can create limited edition products and colors without having to worry about where they’ll fit in a retail store’s collection. Everything we do is focused on creating the best products for people who love the outdoors like we do.
2. You’re supporting real people, not shareholders.
When you buy from a small business, your money is supporting real people, real craftsmanship and real values, not disappearing into a faceless system. It impacts the person who answers your emails, packs your order, designs the gear and shows up to work every day seeking to make the best Merino gear possible. When you shop small, you’re directly supporting people’s livelihoods, not a giant company’s profit margins.
These days, so much of what we buy doesn’t feel great. Choosing to buy from a small company just feels better. There’s a sense of connection and intention behind it, and that makes the experience feel more like a choice you can feel good about, not just another transaction.
3. Our business model lets us make better products.
As an independent business, we can develop new gear more quickly and take advantage of new innovations more easily than a corporation can. We’re not tied to corporate profit margins, so we don’t have to water down our product design or materials. We have full control of our prices, and we have the luxury of making products that are truly the best they can be.
4. Our reputation matters, so every product does too.
As a small business, we don’t have an unlimited marketing budget. Everything we make needs to stand up to the scrutiny of third party, independent testing by exceptional athletes in the most demanding situations. We can’t afford to make subpar gear. We survive and grow because of word-of-mouth, repeat customers and products that do what we promise: perform great in the wildest conditions.
When you shop small, you’re getting gear from people who’ve thoughtfully designed every single detail before it gets to you. Everything we do at Ridge is intentional. We value customer feedback and use it to make even better gear year after year.
5. With Ridge, your purchase gives back.
For more than a decade, we’ve given back through our partnership with 1% for the Planet. When you shop with us, 1% of your purchase is donated to an environmental nonprofit working to protect the planet we love for future generations. It’s been this way since the beginning, and even in a down year, we are committed to giving back to help protect the places we love.
As a small company, we have the ability to stand by our commitments rather than cutting programs like this when times get tough. That sense of stewardship matters to us, and we know it matters to the people who buy our gear too.
We’re lucky to be in good company in the outdoor industry with a bunch of amazing independent brands. For backpacking gear from other cottage brands, we recommend checking out Garage Grown Gear. Operating a small business is not without its challenges, and in times like these, supporting the independent brands you care about matters more than ever.
“When we opened Ridge Merino in 2014, we knew we wanted to do some things differently. More than a decade in, we’re still grateful for the faith every single customer has put in us. Business is best when it feels like a partnership.”
- Founder Jeff Russell
Every purchase from a small business makes a big impact. When you choose to buy from Ridge, you’re backing a passionate team with high standards and helping us continue doing what we love: making top-quality Merino wool gear to accompany you on all of life’s adventures.
