Outdoor brand 37.5 Technology has opened a remote pop-up shop 300 feet up on the side of a cliff in Colorado to cater to climbers on the go.
The Cliffside Shop was opened by materials maker Cocona Inc, which makes the 37.5 Technology fabric, which is found in performance brand products like Carhartt, Tommy Bahama, Katusha, Mission, Bauer, Kenneth Cole, Babolat and others.
“For more than a decade, we’ve gone to the ends of the earth to create performance-enhancing materials for athletes,” said Jeff Bowman, chief executive officer at Cocona Inc, “but now we’ve gone to the ends of the earth to get it to them.”
The dizzying stunt shop was opened on the Bastille Wall in Eldorado Canyon, just outside Boulder, Colorado and supplied climbers with apparel from Adidas, Rab, and Point6, allowing them to test the gear in real-time. Though visible from the ground below, the pop-up could only be reached by climbing routes of varying difficulty on the sheer rock face. Shopkeeper Dave Bywater, an 11-year climbing ranger and 37.5 employee, manned the shop from sunrise to sunset to outfit customers, including top climbers Lynn Hill, Jesse Huey and Stefan Griebel.
In addition to showcasing how 37.5 Technology can improve outdoor apparel (with the intention of maintaining climbers’ ideal core temperature of 37.5° C), Cocona raised awareness and support of the company’s ongoing mission to provide access to public lands for climbing, donating $5,000 each to the Access Fund, the American Alpine Club, and the Action Committee for Eldorado (ACE) to replace aging anchors.
Agency WorkInProgress and production company Shine & Polish helped bring the concept to life.