News & Announcements
More than just a fresh coat of paint, we started from scratch and built the fully functional ecommerce, Toren.is from the ground up. It was a major renovation over this past summer and all that hard work has finally paid off. The new site is bigger and better, with more images and a few new products. We’ve also taken the opportunity to grow our social mission, adding Big City Mountaineers to the roster with The Fresh Air Fund. By adding BCM we’ve expanded our reach, enabling us to help at risk kids get outdoors across the entire country!
Here at Toren, we strive to create gear that fits the way you want it to - into all aspects of your life. By offering our apparel direct to consumer we’re able to keep prices low, while mainting the the same level of quality we’ve come to expect. On the new Toren.is, we’ll be able to connect with you more and continue to make our process as transparent as possible.We’re super excited about the new site and our new partnership. We look forward to growing Toren together.
As the summer winds down, we’re busy preparing for the quickly approaching fall. Last week, we shipped out all of our Fundamental Shell preorders and are so happy that we got the first run of our debut product out there! We also wrapped up studio product photography, which will be integrated into the design of our full e-commerce site. Over the next few weeks, we’ll be finalizing the new site and preparing for live sales - we can’t wait to show you all that we’ve been working on!
Is it just us or is summer flying by faster than ever? We’re just six weeks away from Labor Day, which also happens to be our big launch date! We’re happy to report that we received our bulk shipment of Fundamental Shells, and they look amazing. Now, we’re wrapping up design and production on a few accessory pieces and working hard on the full e-commerce website. Early bird preorders of the Fundamental Shell will be shipping out in the next week or two - we can’t wait to get the jackets out to you!
Over the past couple of weeks and months, we’ve been traveling near and far to test out our products and get some great shots of the Fundamental Shell. So far, we’ve hit up the the Maine Coast, upstate New York, the Delaware shore, the California canyons and the Himalayas, and although we might be a little biased, the jackets are looking great no matter where we’ve taken them. Check out a few images of the Fundamental Shell in action below!
The first sketches for the 2015 products are in! We’re starting off with designs for our base layers and mid-layers for men and women, and they’re really looking great. The designs feature our signature transitional design, combining urban inspired styling with functional details. Our tanks and tees will be perfect foundational pieces, either worn alone or as layers, and in response to your suggestions, we’ve incorporated thumbholes and hoods in our mid-layers.
Keep the feedback coming - Toren is listening.
Memorial Day is just around the corner, and to celebrate the beginning of summer, the Toren team is adventuring all over the world. Our Visual Designer Caleb is trekking in the Himalayas, giving his lungs a run for their money. Toren founder Ethan and his wife Sarah are headed to the beach, and Marketing and Social Media Director Amber will journey to Austin, Texas for some great hiking and even better food. The long weekend is the perfect excuse to plan an adventure, whether far afield or right in your own backyard. Let us know what you’re doing to celebrate summer in the comments below!
Caleb Lummer, Toren’s Visual Designer and Software Architect, is the man behind Toren’s website and visual elements. Next week, Caleb is headed on an adventure of a lifetime - a month long trip to the Himalayas, including an expedition to Everest Base Camp. We sat down with Caleb to chat about what he gets into when he isn’t working away at his computer, as well as his upcoming trip. Check out what he had to say below.
A month long trip to the Himalayas! How did this plan get organized and what are you most excited for?
I was graciously offered a spot by two of my dear friends in Colorado. We’ve shared a lot of good experiences together, so when they offered me a spot on the trip, I was obviously thrilled. I’ve wanted to set foot on Everest my entire life. For me, a lot the prep work has been more physical than gear related. I’m obviously going to be bringing some Toren gear with me for the elements, but also I’ve been doing a lot of running at 9000ft to prepare for the difference in elevation in the Himalayas.
When you’re not journeying halfway across the world, what’s your favorite outdoor activity?
Fly fishing. Hands down, it’s my zen. It’s my quiet place and where I’m able to reset my mind. My second favorite is sailing. I have a couple sailboats and find that sailing is one of the more challenging things you can do. There are a lot of things you have to get exactly right every time and I enjoy that. It keeps me on my toes.
What drew you to Toren?
Ethan reached out to me initially and I was very inspired by his thirst for the outdoors and sense of adventure. I felt like we shared a lot, including the same appreciation for design and well thought out products. He included me and made me feel excited to be a part of what was going on at Toren. Toren’s philosophy is fresh and Ethan and Sarah both have fantastic ideas and a great direction that they’re looking to take the brand. I’m thoroughly pumped to be onboard.
If you could go back to one place you’ve been before, where would it be?
The Eleven Point River in Missouri. It’s where I learned to fly fish.
Any really terrible outdoor mishaps?
I got strep throat once on a 9 day river trip with no way out. That was pretty unpleasant. But my worst mishap hands down was trekking thru the Mojave with a compass that had its polarity reserved. Major drag.
What’s the best piece of gear you’ve acquired?
It would absolutely be FireSteel. Living in Arizona, I’ve learned to rely on FireSteel for any type of situation outdoors. I’ve really gotten used to using it rather than matches or lighters and really enjoy the experience of finding the right tinder to make a successful fire. But a very close second favorite piece of gear would definitely be my Goal Zero Nomad 13.
Words to live by?
Create the things you wish existed.
Bulk production on the Fundamental Shell is in process now, and while that’s humming along like a well-oiled machine, we’re starting to focus on 2015 products. We’re in early design stages for a base layer (tanks for women and tees for men), a mid-weight fleece and an urban styled puffy. We’re also in initial planning mode for color choices across the board.
So this is your chance to weigh in! Ladies, do you prefer more form fitting tanks for layering or slightly looser tanks with a little more room to move? Guys, crew neck or v-neck? On the puffy, hood or no hood? Let us know what you want in your gear and what colors you’re dying to see!
It’s official - preorder for spring delivery of the Fundamental Shell has closed. Huge thanks to our early supporters - we’re overwhelmed and honored that so many of you love the product already. If you didn’t get yours yet, don’t worry - preorder for Fall 2014 delivery is still available. We’re still offering the Fundamental Shell for $195 through Memorial Day Weekend, but after that, it will be available for its retail price of $245, so don’t wait too long to snag your own!
With the closing of preorder, we’re given our website a little makeover - check it out here. We hope you like the new look!
As of this week, Toren’s initial products are in bulk production at our factory in China. To date, the fabric we developed with Toray has been manufactured in the colors we selected, and all of our trim components (zippers, elastic, velcro, etc) have been sourced. Our graphic design team has completed all of our logoing, which has been printed onto heat transfer labels and will seamlessly adhere to the finished product. The next step is actual assembly by the factory, which requires laser cutting of the fabric then construction, done by hand. The jackets are finished off with seam sealing and quality control. Once all of our pieces have been produced, they’ll be shipped to the states, where they’ll clear customs. One step closer to getting the Fundamental Shell into your hands!