There are some fairly conventional ways of measuring the passage of, say, a year.
Many office and administrative types use, for example, a calendar.
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Others, with more primitive tools at their disposal, place engravings on a wall to track the days that pass. Some people just look at their smartphones or watches. And others prefer to live in tune with nature, rather than taking note of the seasons.
But there is another hidden way to track the passage of time that few of us know about and that is actually quite foolproof.
That method can be called water bottle theory, and although the nickname was invented (in a way it is), it closely follows consumer trends and preferences over a given period of time. Typically, that time period ranges from two to five years.
Let us remember, for example, the period between 2020-2022. Hydro Flask water bottles were all the rage. Covered in stickers and worn to the beach, Hydro Flasks represented a more carefree time, when Crocs and Birkenstocks tended to be the most popular shoes. Now, since 2023, the Stanley Cups have become a sensation. Hydro Flasks collect dust in our closets while everyone from college students to housewives to grandparents carry around the 40-ounce fire extinguishers.
But before Stanleys and Hydro Flasks firmly entered the mainstream, the reigning champion of flasks and outdoor clothing was Yeti. (YETI) – Get a free reportbest known for their expensive but beloved super cold or hot refrigerators and thermoses.
Yeti makes a big acquisition
Yeti has expanded far beyond its line of coolers and tumblers, choosing instead to delve deeper into the apparel and accessories market. Its name recognition is so strong and preferred by outdoor enthusiasts that it has the pricing power of a luxury brand and the trust of a stalwart that has been around for decades.
And on Wednesday, Yeti announced it will acquire Mystery Ranch, a clothing and backpacking brand based in Bozeman, Mont.
Founded in 2000, Mystery Ranch is highly regarded by outdoor enthusiasts and first responders for its durable, reliable equipment. Some of their most popular items include a watertight hunting backpack, jump packs, climbing packs, and snow packs. Their 3-Day Assault backpack sells for $450 and is inspired by military backpacks.
“Mystery Ranch backpacks have earned a global reputation within the most demanding communities by building carrying equipment that performs in the harshest environments. Their spirit, passion and people not only align with the YETI team, but also connect well with our commitment to innovation and our customers.” Yeti CEO Matt Reintjes said. “His communities, ambassadors and obsession with quality make him a natural fit for YETI.”
Acquiring a brand of this caliber and reach may help insult Yeti against the fleeting whims of consumer taste when it comes to social media trends and instead firmly establish it as an outdoor clothing brand. which he seems to be working on.
Details and terms of the deal were not immediately available. TheStreet has contacted Yeti for comment.
