Trail Names #21 - Hearing it second hand
The names of the circular gear economy
I was listening to an episode of a really entertaining outdoor podcast I recently discovered, Rock Fight, and during a discussion about tariffs they raised the topic of used gear websites. The idea being that higher barriers to bringing in new product might give brands and retailers a reason to pay more attention to gear that’s already here. As someone who does a lot of copywriting work in sustainability, my ears perked up. Reuse and repair are critical to developing a circular economy. I buy most of my clothes and gear peer-to-peer via backpackinglight’s Gear Swap forum and ebay. So I’m excited to see brands getting into resale (new sites to keep an eye on). Sadly, like many sustainability initiatives, the size of these programs is still miniscule next to their main operations. But it’s always good to hear people talk about it, and I felt like I would do my part by taking a look at their names. Naturally, I applaud all these efforts (even if I don’t applaud all the names!).
RE: The North Face, REI and Arc’teryx all use “re” in their used gear marketplace names: Renewed, Re/Supply and ReBIRD. It’s an easy solution; the principles of reduce, reuse, recycle and rethink underpin sustainability efforts. That said, they end up being a little samey samey. Like this was the first stop on the naming train and they just said, “Fine”. With Renewed, TNF emphasizes that its gear has been refurbished, spruced up, in a bid to overcome customers’ reticence to buy clothing that is pre-owned. Which is understandable, but the name is bland. They do have a subcategory of repaired gear, which I’d love to see get more attention. Right to repair is a growing issue, and wouldn’t it seem like gear that can be repaired and keep going would come across as more sturdy to begin with—put that shit on the front page! Maybe it’s a tough sell in disposable America. I like REI’s Re/Supply, despite the awkward slash in the middle of the name. You’re out in the wilderness for weeks or months, drifting into town to get what you need and then heading out. Excellent adventure vibes. Arc’teryx’s ReBIRD makes me think of “Free Bird” by Lynyrd Skynyrd, a band whose redneck rock is diametrically opposed to Arc’teryx’s avant-garde vibe. Maybe it also sounds a little bit like rebirth, which is nice. In any case, it’s fun to say, and it references the brand with a wink.
Out & Back: An internet search turned up this used gear marketplace, which is still selling but has suspended purchases of new used items. I hope it’s temporary, because I really like this name. For me, it conjures up a journey half done. You’ve ventured out, but still have to make it home. That gear that’s sitting around your place is only halfway done. It could fuel someone else’s adventure. The boomerang image of Out & Back is a reminder that, as they say, there’s no “away”—just the landfill. It also makes me think of “giving back”. Their logo is a migratory bird, the Tern, which adds the layer that an out-and-back is just one iteration of an ongoing cycle. The economy has got to be more circular, less linear. Of course, the opposite of an out-and-back hike is a loop hike, which might be more on the nose in terms of circularity but doesn’t sound as snappy. My one quibble would be, say it fast and it sounds like a cheap steakhouse.
Worn Wear: I’m split on Patagonia’s take. On the one hand, sometimes gear—especially clothing—only achieves cherished status once it’s broken in. And the name is interesting for the double Ws and the fact that worn is a conjugation of wear. On the other hand: worn out, careworn… The primary definition of worn is “impaired or damaged” (OED). There’s nothing edgy about this initiative. It’s virtuous and restorative. So why that hint of ruin? Maybe it’s better to wear the worn on your sleeve? Worn Wear doesn’t exactly roll off the tongue either—that ‘rnw’ combo in the middle there. It’s hard to be mean, though; it’s heart is in the right place.
Geartrade: Brass tacks. Right to the point. If all you’re ever going to be is a marketplace for folks to sell used gear, this name is solid. Never going to be exciting, but gets the message across. Weird that they write it all as one word. It looks like Gertrude. Anyway, Geartrade is more than a marketplace for folks to sell used gear. They are “An online re-commerce exchange amongst outdoor enthusiasts, outdoor brands, and outdoor stores. Of pre-owned, reusable, returned, repaired, and quality outdoor gear. We call it UnNew Outdoor.” Quite the list. Wow, is UnNew an ugly word. I suppose you can technically stuff all those aspects of what they do under the umbrella Geartrade, but for me, it’s unclear what you’re buying and from who. Backpackinglight’s Gear Swap still does what it says (backpackinglight is a mouthful, admittedly). Geartrade has evolved beyond that and is kind of a mess. It’s part consignment, part Steep & Cheap. Maybe time for a new name?
If you enjoy this commentary and would like my help on a naming project, you can find more info at my LinkedIn page: https://www.linkedin.com/in/masoncolbywords/. Thanks for reading!