#New York #Outdoor Apparel #First Ascent #Eddie Bauer

Eddie Bauer's New Era of Adventure

Eddie Bauer, a storied name in outdoor apparel, is embarking on an exciting new chapter as it reintroduces its elite performance line, First Ascent. Founded in 1920, the brand has built a strong reputation for providing high-quality apparel and accessories designed for outdoor adventures. Now, Eddie Bauer is refocusing its efforts on technical product innovation and enhancing its digital presence to better serve the needs of today's adventure seekers.

A Legacy of Innovation

Over the past century, Eddie Bauer has equipped countless adventurers with the gear needed to conquer the great outdoors. The company's legacy began with the creation of the first patented quilted down jacket, setting a standard for functionality and durability. This commitment to quality and utility remains central to Eddie Bauer's mission as it looks to the future.

Strategic Partnership for Expansion

In line with its new direction, Eddie Bauer has expanded its partnership with Outdoor 5, a licensing company known for its expertise in outdoor and performance apparel. This collaboration will bolster Eddie Bauer’s e-commerce and wholesale operations across North America, allowing the brand to effectively reach consumers where they prefer to shop.

According to David Brooks, EVP of Action and Outdoor Sports at Authentic Brands Group (which owns Eddie Bauer), this partnership is vital for spotlighting the brand's foundational elements—quality, functionality, and innovation. “Our focus is on Eddie Bauer's roots in the outdoors while expanding its digital and wholesale reach,” Brooks shared.

The Return of First Ascent

One of the most exciting aspects of this new strategy is the relaunch of the First Ascent line, renowned for its performance-tested apparel designed for serious outdoor pursuits. This elevated collection promises to incorporate advanced features, such as waterproofing, breathability, and wind resistance, into its seasonal offerings, ensuring that adventurers are equipped for any conditions.

The Spring 2026 marketing campaign will showcase the new collection in authentic outdoor settings, emphasizing Eddie Bauer's commitment to its performance roots. The campaign will embody the spirit of