Gear: That's All for Nau...

We were bummed to hear that, after less than one year of selling stylish and eco-minded technical outdoor clothing and lifestyle apparel, as of last Friday, May 2nd, Nau "will immediately begin the process of shutting down its business operations."

In other words, they're kaput.  As one of the main gear editors here at Outside, I found the news disheartening. Not only did they make legitimately technical and tough outerwear and clothing—that I personally tested on many occasions—it also looked refreshingly more hip and modern than most of the other high-end brands. (I particularly liked the fact that they chose not to festoon any of their stuff with logos.)

More important, in an era where every company out there—and outdoor clothing and manufacturers especially—is falling over themselves to make more enviro-friendly products (and reduce their carbon footprint, etc.), Nau really did walk the walk. Their unorthodox, Web-based sales approach (you could shop online or at a bricks-and-mortar store, but if you did the latter they encouraged you to go home and then actually purchase the item online) saved both Fed Ex truck exhaust and cash, which allowed them to donate a remarkable 5 percent of its revenue to green causes. (Last March, we investigated dozens and dozens of the greenest outdoor companies we could find, and Nau was the only company that received a five out of five-stars rating.)

Of course, we here at Outside weren't that surprised that they didn't succeed, either. From the get-go, Nau faced obstacles at nearly every step—from securing capital to figuring out how to make fabrics with actual end-of-life recyclability. Last February, we took an in-depth look at Nau's business model and intentions, wondering if their altruistic intentions would connect with consumers. You can read the entire story here.

And while we now know that Nau wasn't able to connect with enough consumers fast enough, in less than a year the company did manage to donate over $223,000 to various charities. Which is more than many companies donate in a lifetime.

-- Sam Moulton

Comments

[Sara]

Total bummer! While I found their website a bit annoying to use in the beginning, this was a brand I looked forward to watching. Some of the outdoor-wear companies do a good job of incorporating fashion into their function... but Nau really raised the bar. I'm disappointed that we won't be able to see what they could have done with a bit more time.

[Darcy McGee]

Bummer. I have a lovely trench coat I ordered in January from these guys. Nicest piece I've bought in a long long time, and very city-friendly.

I do think other manufacturers need to experiment with more mixed use / stylish designs. I had hope for Nau, but I guess it's back to Patagonia.