Selling the Great Outdoors

Illustration of mountain scene with a pair of climbers scaling an escalator with ropes to get to the wilderness

Rachel Gross ’08 notices those logos on your clothing. Your Patagonia rain jacket, REI hiking pants, and Chaco sandals are more than just pieces of equipment to her. Gross, assistant professor of history at the University of Colorado, Denver, is an outdoor gear historian who studies the business and culture of brands.