Rural is Rad – A Movement to Champion Rural Brands in the Outdoor Industry

The Rural is Rad (RiR) movement has launched to help consumers and specialty, independent retailers discover new brands

It’s official, The Rural is Rad (RiR) movement has launched to champion rural brands and founders in the outdoor industry. It aims to help consumers and specialty, independent retailers discover new brands, empowering them to shop locally and raise awareness of the incredible products, jobs, and communities being developed in remote areas.

Rural is Rad was created by the founders of Town Hall Outdoor Co (Robin Hall), Buttnski (Kelly Mazanti), and Stray Wild (TJ Smith). They united over a shared goal of increasing visibility for rural brands and founders who face common challenges due to limited resources in remote locations.

“Rural is Rad aims to bring awareness and connection to rural businesses and founders in the outdoor recreation industry,” said Hall. “Our goal is to build a comprehensive directory, marketplace, and community of outdoor-oriented brands for people to discover, shop, and support year-round, while providing a resource for rural founders to collaborate and potentially build something bigger. This movement will start right here in Colorado and expand nationwide in future years with the help of key partners.”

RiR hosts micro-gatherings and promotions throughout the year, with a main event on Small Business Saturday. “Rural is Rad Week” kicks off on November 30 this year and lasts for the following week. This initiative offers consumers an alternative to big business holiday shopping, promoting the feel-good power of shopping local and connecting with communities. The aim is to showcase purposeful purchasing opportunities, encourage collaboration, and diversify economic growth.

Join Founders and Rural Brands like Bar-U-Eat in this movement!

Throughout Rural is Rad Week, participating businesses will offer discounts, deals, or special connection points through online and in-store sales, giving customers unique, lovingly made products while fostering a sense of community. The goal is to drive revenue for rural businesses, provide an alternative to large-scale shopping, and build a year-round network between businesses, customers, and each other.

Rural is Rad highlights the grit and determination of rural outdoor brands and founders, helping them gain recognition in a challenging market. The movement targets consumers who are mindful about their purchases and seek connections with purpose-driven brands that respect the outdoors.

“We believe that rural communities are not only the heart of the outdoor experience but also the engine driving connections and sustainability in our industry,” said Mazanti, Co-Founder of Rural is Rad and Founder of Buttnski. “Through our movement, we aim to shine a bright light on hardworking and passionate rural businesses, create deep bonds between brands, and build a loyal following with consumers.”

Committed to inclusivity and collaboration, Rural is Rad will host events, workshops, and networking opportunities to empower rural entrepreneurs, connect industry leaders, and inspire future outdoor enthusiasts. An online platform has also been launched, serving as a hub for rural-based brands to showcase products, share stories, and connect with a global audience. For a calendar of events, visit the RiR website.

“As founders in rural Colorado communities, we know the importance of collaborating and supporting each other due to the constraints and limited resources compared to urban areas,” said Smith, Co-Founder of Rural is Rad and Founder of Stray Wild. “We are excited to help retailers and consumers discover and support passionate, hardworking companies that provide great gear and services.”

All rural outdoor brands are invited to join the Rural is Rad movement at no cost and be part of a transformative journey towards a more inclusive, sustainable, and vibrant outdoor industry. For more information and to get involved, join the directory at Rural is Rad. Follow and connect with RiR on Instagram @ruralisrad.


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