Founder Friday with Naomi Blackman of alder apparel
Founded by National Geographic Explorer Mikayla Wujec and fashion marketing leader Naomi Blackman, alder apparel is a Toronto-based outdoor clothing brand focused on inclusive sizing, community-informed design, and sustainable and ethical production. Sharing their frustrations with existing options for women, the duo created alder to fuse function and fashion to contrast the performance-driven, hardcore athletic brands currently dominating the space and speak to a wide audience often neglected in the outdoor apparel market.
We caught up with Naomi to hear what’s new for alder, what’s coming up next, insights into what’s happening in the industry, and advice she would give to her past self and up-and-coming women founders.
What’s New
alder launched some exciting new products this year, including their first-ever brand collab with Roots earlier in the spring, and recently, their much requested overalls.
Always listening closely to feedback, they kept hearing women in their community speaking about how they needed a better workwear option for things like gardening, renovating, working on their farms and more. So with that, the team took to it to launch alder’s own version—fit, features, and, of course, pockets were all top of mind when designing their overalls.
Additionally, they also launched their new essentials under $100 USD and their cozy new sweatsuits (especially perfect for cozy, sweater weather season!).
What’s Next
Naomi, Mikayla, and the team have been embarking on some fun brand collaborations, including with Danner for Fall 2024.
Think: a functional, versatile hiking collection. They're encouraging you (AKA consumers) to join their design teams to create the perfect hiking gear for all your adventures. Get a first look at the collection designs and to contribute to the creative direction and development of this iconic collaboration here.
They’ll be creating a cohesive apparel and footwear collection that brings together shared love of the outdoors.
What’s Going On in the Industry
The great outdoors keep calling, and alder is thrilled to answer. The team is continuing to see expanding interest in outdoor activity—particularly among younger, more diverse populations.
As it should be: the outdoors are for everyone, and it's a big part of alder's mission to give everyone a space to enjoy recreating.
Advice to Your Past Self & Other Women Founders
“Remember that the highs are high and the lows are low,” Naomi says. “Just keep going and get yourself a group of founder friends to commiserate and celebrate with! No one else understands like other founders.”
The sleepless nights leading up to a big launch, toasting those seemingly small victories that make all the difference—founder friends have been through it all too, so they’re the perfect sounding board and shoulder to lean on.
It takes a village to build something great. Surround yourself with people who will help when you feel a little lost, support you when you can use guidance, uplift you when you feel low, and pop the champagne with you through the successes.