Wild Things: The Go‑To Hat Brand for Hardcore Outdoor Fans
As a copywriter in a global hat store, BetterCrown, I have seen so many superficial trendy brands, and numerous hard gear that pursues extreme dates, ignoring aesthetics. To be honest, there is a huge gap between the two.
Recently, after a deep study of Wild Things, the outdoor gear brand, I have to admit I've been struck by an unprecedented sense of "product selection anxiety" before. Not because it's hard to sell, but because it's too perfect, which makes me feel that withholding our proudly held "stubbornly tenacious" DNA from every one of our customers would be nothing short of a colossal waste.
Today, I do not want to be a pure seller, and I want to be an outdoor gear lover who is an addicted fan of urban outdoor gear to bring a mysterious brand to all - Wild Things that is called "alternative" for Arc'teryx or even beyond Arc'teryx in some parts.
A "Genesis" Written on Ice, Snow, and Sheer Cliffs
Wild Things is not a common outdoor brand. If you think it's an ordinary outdoor brand, then you underestimate it at all.
At BetterCrown, we have hats from many brands like ac·green®, Zoosun, and ESONELIA. Some of them are mainly for sustainable hats; some for minimalist urban commutes, and some for trendy streetwear. However, the sense of oppression and safety from Wild Things is something that no brand can copy. Because each thread and stitch is sewn into the biting winds of the Roof of the World.
The beginning of the Wild Things story can be dated back to 1981. At that time, outdoor gear was not light enough or not resilient enough in the outdoor market. Two top-level mountaineers, John Bouchard and Marie Meunier, had done with this kind of "compromise." Marie Meunier was the first woman to summit Aconcagua, the highest peak in the Andes Mountains. These two people created the Wild Things in North Conway, New Hampshire, USA, and named their slogan "Light is Right," that was shock the whole climbing circle.
This is not only a slogan, but also the DNA that flows within the brand. They chose to test their product under the shadow of Mount Washington, New Hampshire, which has the harshest Alpine-style setting environments on the East Coast.
What's the Most Moved Part I Felt?
In 1985, due to its premium and hard quality, Wild Things received orders from the U.S. Army and took the certification of ECWCS (Extended Cold Weather Clothing System). Even during the Vietnam War, the Wild Things solved the world-level issues of heat dissipation, breathability, waterproofing, and scratch protection in the hot and humid zone of Southeast Asia, leading to plenties of collaborations from a group of highly trained military personnel.
What does it signify when an outdoor brand catches the attention of top-tier special forces units? It signifies that it's trustworthy, reliable, and it's a matter of life and death. With such a background, applying such high-caliber expertise to create everyday "Urban Outdoor" pieces is practically an act of "technological philanthropy."
How Wild Things Redefine Headwear with God's-eye View
Work at a headwear store, where I mostly focus on fabrics, prototypes, and practice. The aspect of Wild Things that I am most eager to recommend to everyone is their - at times almost obsessive - rigor when it comes to crafting headwear.
1. Fabric Fanatic: The Perfect Combo of Polartec and Supplex
Usually, hats are warm or provide sun protection, with one of them. However, Wild Things hats can accompany us everywhere, such as climbing mountains and diving into the sea. If you are concerned about Wild Things classic jackets, then you know how well it uses Polartec® and Power Grid® fabrics. The inner with a mesh fleece structure can create a homothermal air layer for the skin and the outer of the hat. Wearing such a hat, it won't make you as sweaty as wearing a common knit hat, but it can also effectively lock in the heat.
However, in its summer collection, Wild Things uses a lot of Supplex fabric, which is a black tech fabric, softer and more breathable than cotton. Wild Things 6-panel baseball caps made from Supplex nylon are soft and skin-friendly like cotton linen, yet with water resistance, anti-UV, and super wear resistance. After a "torture test" - forcefully crumpling it into a ball and stuffing it kind of into a backpack - yet when I pulled it out and gave it a shake, there wasn't a single crease. This kind of rugged resilience - the confidence that you can "abuse it without consequence" - is precisely the quality that outdoor enthusiasts love most.
2. Control in Detail
Amazing moments from Wild Things
If we can directly touch real items, we can really understand functional beauty. There are many adjustable hats with straps on the market, but only for their pretty looks. However, Wild Things designs its hats with flexible drawstrings and detachable chin straps. What does this mean? This means when you ride down the hill, your hat won't be blown away by the wind; when you are on beaches or the peak of the mountains, pull up or tighten your straps, and your hat can stay on your head stably.
What's more, the design style of Wild Things is not exaggerated printing, and it's low-key embroidery in a small scale, dotting on the front side of the forehead or the back, which is perfect for outdoor function lovers who know nature and have no need to play to the gallery.
Integrating with Japanese Aesthetics
From pure military aesthetics to the pinnacle of mountain style.
Many people often ask: "Why is a brand started in the U.S. so popular in Japan?" Although many buyers know that Wild Things has now been wholly acquired by a Japanese company and has been revitalized. But I think this is the smartest step for Wild Things. Wild Things keeps its core American army style and integrates the Japanese exquisite and loose sense in tailoring and color combinations.
Showing in the hat design are the bold color combinations. Besides, these military color combinations like black, olive green, and coyote, we can still find limited-edition colorways of Wild Things - custom-made in collaboration with Japanese select shops like BEAMS and UNITED ARROWS, featuring shades like low-saturation dusty pink and a misty blue.
Such a combination of the American silhouette and Japanese aesthetics makes Wild Things hats super easy to match.
An Alternative to Arc'teryx?
Not, Wild Things is wild birds.
In the current market, people like to say that Wild Things is the alternative for Arc'teryx (namely, the designated replacement for the Arc'teryx LEAF military series). However, die-hard fans of Wild Things might give a wry smile when hearing about this. To be honest, Wild Things is unique and won't be an alternative for any brand. In the history of supplying specialized PCU (Protective Combat Uniform) system-gear level, Wild Things is on the top tier, and its Monster Parka is revered as a legendary grail item by countless military gear enthusiasts.
Super Recommended Hat: Supplex Cap
Made with Supplex® Nylon that is very breathable, moreover, this cap has a high-density, ultra-fine filament structure, making it softer than regular nylon and giving it a cotton-like feel. It retains the high fiber strength and windproof properties of nylon, while also being wrinkle-resistant and having excellent elasticity recovery.
Top embroidered eyelets plus mesh lining can let your head dry and cool even when hiking in strong sunlight. This uncompromising pursuit of the "tactile sensation" is what a brand should be, with 40+ years of history, forged in the crucible of battlefields and snow-capped mountains.
Recommended Hat: Breathable Sunshade Cap
This sunshade cap uses Cool Dots, a ripstop-like fabric that boasts exceptional breathability. The material, with its countless microscopic air holes, provides overwhelming coolness. In addition to breathability, it is wrinkle-resistant, water-repellent, stretchy, UV-cut, and quick-drying, making it a multi-functional cap with all the features you need for summer. The sunshade is designed to be long and removable. You can also tie it like a ribbon without removing it to give it a different design. The logo is printed with a reflector to enhance visibility.
COOL DOTS is a comfortable material developed by Komatsu Matere that is stretchy and has excellent breathability, pursuing ease of wear and movement. It is an environmentally friendly fabric that uses plant-derived raw materials and has been processed in a unique way to maximize elasticity and wrinkle resistance. It maintains water repellency and high breathability while suppressing transparency when worn, and is also quick-drying after washing. It also has UV protection, wrinkle resistance, and a cool-to-the-touch feel.
Such a cap is perfect for summer outdoor activities and sun shading.
The Final Sopping Guide for "Top-Tier" Players
Wild Things buyers are a picky group. They might have Patagonia Retro-X or The North Face Nuptse, but they are captivated by Wild Things, even though they are worldly and well-traveled. Why? Because Wild Things can meet adults' final act of defiance: possessing hardcore capability, yet making it look utterly effortless.
Editor's Note
Curated edited by Cindy Chen, a Copywriter & Digital Content Specialist at Aung Crown
Pictures from Wild Things and social media edited on Canva by Cindy Chen