GoLite brand is coming back

Apparel brand GoLite has relaunched under new ownership and brand execs say they will focus on making sustainable performance products that enable outdoor athletes to “do more in nature with less.”

https://cdn.shopify.com/s/files/1/0004/6848/4151/files/Outdoor_Insight_Mag_-_July_2018.pdf?18142179932691503587

https://www.outsideonline.com/2304596/return-golite

I’ve wondered what the next owners of the name ‘GoLite’ might come up with. It looks pretty good. I happened to drop into the lone MyTrail store in downtown Boulder last week. They are a pretty bare bones operation now, but they do have some interesting pieces of gear. They are staying clear of their nemesis (casual ‘country club’ clothing), and just focusing on their core items (packs, tents, quality clothing for the outdoors, etc.).

They are having a sale right now, which is worth checking out. Go to MyTrail.com and see if there’s something you might like. I picked up a couple pair of hiking pants myself. I noticed that they have a sweet 850 fill winter parka on sale at a serious discount. It looks similar to the old Roan parka, which is my favorite winter puffy. For the old Ion pack lovers, they have one that is pretty much the same pack.

Coup seems to be on the right track with what he is trying to do now. We’ll see…

Corporations are confusing to me.

Nothing particularly difficult to understand.

here is the brief explanation from that article :

When GoLite went on sale in 2015, a Taiwan-based holding company named EGI Ltd. bought the naming rights and trademark

The same thing has happened to many brands that have gone bankrupt over the years.

Kodak, DeLorean,SodaStream , Bugatti (part of Volkswagen) Polaroid   for example.

I was more wondering about the “Why?” than the “How?”

As for the why, I would think that EGI saw some value in that name.

(even for those that don’t know  anything about the previous use, I think that GoLite is a clever name)

In photography , for example, there are many brands that have gone out of business but later on resurrected because the name still had some recognition.

Here is one :

there is no connection whatsoever between the original Minolta and those cameras. Someone just bought the use of that name for cameras and re-brands generic products with it. If you happen to know cameras, those are also available under the Praktica brand (same situation…)

Ah.  More clothing.  Good luck to them.

This new Golite does not equal the old Golite. The old Golite is trying to rise from the ashes as My Trail Co. As a fan of the old Golite’s gear, I wish them success. The new Golite appears to be more of an activewear company.

Here is the My Trail pack.  My son just used it for a 10 day Backpacking trip and loved it!

Pam