Take a look around the lift line nowadays and you can’t help but wonder if you’ve stumbled into a branding convention, a competition of sorts to see which outerwear company’s strategically displayed logo stands most prominently — not to mention, self-importantly — against the rest.
We all recognize the big players because everywhere we turn, they stare us in the face.
However, one small, up-and-coming New Hampshire-based company is striving to do things a little bit differently.
Terracea founder Eric Hui wants his outdoor creations to stand out in their subtlety. Those who own one of Hui’s jackets quickly discover that beneath Terracea’s understated, raised-fabric embossed logo is a carefully crafted and highly technical product loaded with performance, comfort and versatility.