There was one point while reading the “manifesto” of Chrome Industries when I couldn’t help but scoff. “Chrome is not about fashion” the all caps prose read, “We make gear that protects people and their things from the elements without looking like you came from the mountains. Tools for living the city (sic).” Well, I live in the mountains and I have to say I think we’re a fashionable bunch. In fact, there are those who would argue Nelson, British Columbia, is the epicenter of functional fashion in Canada because of all the adventure guides, mountain bikers, professional skiers and other outdoor athletes who live here and who actually care about how they look when they walk down Baker Street. What we don’t have a lot of is bike couriers and hipsters, though, which is the main target market for Chrome I think, given the plethora of tatoos and skinny jeans in their marketing shots.
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