Why emotional durability matters for outdoor brands

Why emotional durability matters for outdoor brands

In the outdoor industry, durability goes hand-in-hand with sustainability. Talking about durability is our way of saying ‘we’re making clothes and gear that are designed to last’. ‘This isn’t fast fashion.’ We talk about ripstop fabrics, reinforced seams and robust materials.

But what if the toughest, most durable and well-made piece of gear or clothing always gets shunned to one side in favour of that other jacket, those other shoes, that other backpack?

Physical durability only works as a concept if it’s paired with emotional durability. So that those reinforced seams and robust fabrics are actually put through their paces, time and time again.

What actually is emotional durability?

Emotional durability is the bond we have with a piece of clothing or gear. It’s why I’m still wearing that run-of-the-mill hoodie for climbing, even though it’s got holes in and is fraying at the seams. It’s the warm feeling we get when we nuzzle our feet into a scuffed pair of boots that have summited a dozen peaks, each crease telling the story of an adventure.

Emotional durability refers to the lasting emotional connection a person develops with a product. In the context of outdoor clothing and gear, it’s what makes someone keep and care for a jacket, backpack, or pair of boots long after the “new” wears off. And because our experiences in the outdoors are what we live for, it makes sense for our gear and clothing to be inextricably linked to those special memories.

When a product feels meaningful, useful, and tied to someone’s identity or experiences, it’s far less likely to be discarded. That emotional stickiness reduces waste, fosters loyalty, and makes gear more than just equipment — it becomes personal.

Why does emotional durability matter for outdoor brands?

Sustainability is ever more important than ever now. But because we’re not really using the word ‘sustainability’ any more, we need another way to talk about responsible consumption. Emotional durability might just be the most overlooked (and underestimated) form of sustainability and brand loyalty.

What makes something emotionally durable? Often, it’s the story behind a piece. Maybe it was a gift from someone special, maybe it’s linked to an important milestone in your life, or maybe, over time, it’s just been there on so many adventures that it feels a part of you and your memories.

Sometimes it’s random, which as a brand, you can’t really predict when you’re designing gear (but it could be something to think about…) But there are some general features that make gear or clothing easier to fall in love with.

Quality

If a piece falls apart in the early days, it loses its chance to become emotionally durable. Looking back at what I’ve worn for climbing and hiking over the years, a lot of my go-to-for-a-while clothing has fallen apart (to be fair, I’m talking about mostly non-technical clothing here).

So, yes, physical durability and quality counts too.

Repairability

For most people, myself very much included, repair skills extend to sticking on a piece of gaffer tape or, on a good day, shoddily sewing a button back on. So, if there’s anything that makes a piece easier to repair, there’s more chance of that piece of gear. I’m seeing this more and more with outdoor brands, from supplying gear with repair patches included to improving designs so it’s easier to repair and replace zippers.

Fit

When I look at my most-worn clothes, it’s the fit that I love, that through all the shapes my body has evolved in the last 10-15 years, these are clothes that still fit me nicely, that make me feel good about myself.

Care

Some gear needs to be looked after to help it last longer. (PFC-free DWRs I’m looking at you.) But caring for outdoor gear can be intimidating. Which is why brands have a responsibility to make it easy, and so many brands are doing that so much better now, sharing how-to videos and tips This isn’t just about manufacturing and labels, it’s about comms. There’s a sense of intimidation about washing and caring for outdoor gear, so video content is a great way to overcome these fear barriers.

Do you have a cast iron pan? I bought a cast iron skillet for my husband in 2022 as an anniversary gift (so he could cook for me with it). Not long after the skillet arrived, I got a personal-looking (but also clearly not) email from the Managing Director with a few notes and tips for using and looking after my skillet. No sales pitch, just refreshingly helpful advice — and a great idea that outdoor brands could borrow.

What can brands do to boost the emotional durability of products?

Storytelling

The emotional durability of a product often evolves over time after it’s in the hands of the user. But a product has a story to tell even before it’s been taken out into the elements. Share the story of the design, the development, the people and places that have inspired or been a part of the design. So people begin to feel a connection even before they’ve stepped outside with it.

More storytelling - celebrate the scars

Create content that celebrates the stories that our clothing and gear tells. Ask your customers about the stories behind their products. Craghoppers have a great video series on Youtube that shares the stories of Crags clothing. Don’t just share the fancy UGC unboxing videos, share content about the pair of trousers or jacket or shoes that someone has been wearing for the last 15 years. Not only does this encourage people to use their clothing and gear again and again, it also fosters brand loyalty — the ultimate social proof that your gear stands the test of time.

Design clothes that fit and age well

The best brands out there are already investing in designing clothes that fit well, but it’s an ongoing process. What’s more, think about how your materials will age. Will the colour look rubbish a year on? Will it bobble? Think about leather patina and how it adds to the emotional durability of a piece? Is there anything you can learn from leather patina and apply it to designing technical gear? Build gear that doesn't just hold up, but gets better with wear.

Help customers care and repair

Make it easy for people to care for their gear properly. Do more than just share a link to an outdated repair page on your website, where you have to filter through the info and work out what applies to the jacket you’ve got. You can have fun with this, make it on-brand. Make people smile by getting silly and creative.

And carry on making durable gear

Because physical durability is still important.

The takeaway for outdoor brands

Emotional durability is more than a design principle — it’s a brand philosophy. If you want your brand to last, build products — and tell stories — that people want to keep.

If you'd like to work together or creating compelling copy and content that celebrates the emotional durability of your products, get in touch.