Q&A with Ethan Wishnick of Toren Technical Apparel

Every now and then I get a chance to chat with new designers. Their stories often define what their brand will be. Ethan Wishnick is an example of this. I had the opportunity to conduct an interview with the climb and ski instructor who set out to design his own line of technical apparel Toren.

So, tell me a little bit about the history of Toren. Who, or what is Toren?

Toren is a new brand of technical apparel created to deliver top of the line, great fitting products at unbeatable value. I founded Toren in 2013 and will be bringing our first products to market this spring.

How did you come to be?
I’ve always loved the outdoors and been an avid skier. Prior to my professional life in New York City, I was a climbing instructor in Boston and a ski instructor in Vail. As a passionate consumer of technical apparel and gear, I saw a hole in the market for great fitting, reasonably priced high quality apparel. Toren was founded to fill that hole.

Every outdoors adventurer knows what they want in outerwear, but what do you want in your gear, and why?
Fit, function and value. It’s not complicated – I’m looking for high quality apparel that can take whatever abuse I throw at it and keep me looking good through it all. Everyone talks about the “one quiver ski” – that perfect ski you reach for regardless of the conditions. I’ve spent years looking for the “one quiver jacket” and I think the Fundamental Shell might be it.

What is your target market?
We’re targeting discerning customers who are adept and comfortable with online shopping and looking for value driven brands with strong ethical standards. We recognize that people wear technical apparel for more than just outdoor pursuits, and we’re concentrating on consumers looking for transitional styles that work for both for your daily commute and weekend getaway.

What are you bringing to the table?
Most importantly, we’re bringing unprecedented value to technical apparel. We’re also really focused on transitional styling, as we mentioned, and fit, the other key area that we recognized as lacking. Our products are designed with a tailored cut and a close to the body, flattering fit which allows for full range of movement without excess bulk.

What separates you from other brands?
Toren’s direct-to-consumer business model sets us apart. By selling exclusively via our website www.toren.is, we’re able to eliminate the traditional retail markup and pass along huge cost savings to our customers. Additionally, our blog features regular updates on development and production of products and we actively solicit feedback on our designs, which gives our customers a stake in our products and fosters community engagement. Finally, we believe good business is more than just turning a profit, and we’re contributing a portion of all proceeds towards getting kids active outdoors, a social cause we really identify with.

What’s the technology behind your products?

We’ve been working with leading Japanese textile manufacturer Toray to develop our fabrics. Toray’s line of Entrant membranes is one of the best on the market and we’re thrilled to integrate such technically advanced components. In addition to using the highest quality textiles and trims, we’re paying close attention to how we can integrate everyday technology into our products. Each jacket will feature an inner chest pocket made with clear polyuretha

We’re really excited about this innovation and we think it’s going to go a lot further than your overpriced monthly cell phone insurance towards protecting your phone from water damage or that accidental high dive off the chairlift.ne plastic that allows for the use of a smartphone while in the pocket.

Let’s talk fabric, fills and breathability. What can we expect to see?
Our debut product, the Fundamental Shell, will feature a 3-layer mini ripstop polyester fabric with a Entrant Toray Delfy membrane. This lightweight fabric has a waterproof/breathability rating of 10,000mm/10,000mm and strikes just the right balance of durability and comfort. For Fall/Winter 2014, we’re looking at Toray’s revolutionary four-way stretch knits and new synthetic fill options, which compete directly with Primaloft One.

 

I was told your big launch is 2014, what is your new lineup going to look like?
We decided to keep the initial lineup tight, focusing all our energies on producing the best 3-layer shell we could imagine. The cross-functional Fundamental Shell will be available Spring 2014. We’re working on our Fall/Winter 2014 collection and hope to include an insulated hardshell, puffy, and midweight pullover.

Thanks, to Ethan for his time. We’re interested to see what Toren brings to the table this year.

What are your thoughts on their new line and the idea of a touch-screen friendly pocket?

You can reach out to and connect with Toren through the links below: