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Outdoor and athletic brands have it out for transition. Right now, the bulk of the innovation happening in the space is aimed at eliminating those times between activities and the rest of life, and despite expansive product lines, companies big and small are producing ultra-versatile jackets and t-shirts that can be worn forever (or so we’re meant to think). By now, you’ve heard all the tag lines: city-to-mountain, backcountry-to-bar — the list goes on. Most of these items are the result of improvements in garment technology and are more like iterations on products seen before. Others are the result of true innovations in design and thinking.
