The Rock Fight: "From Trendy to Timeless? Cotopaxi’s Plan for the Future"

Podcast: The Rock Fight: Outdoor Industry & Adventure Sports Commentary
Guest: Lindsay Shumlis, CEO of Cotopaxi
Host: Colin True
Date: September 19, 2025

Episode Overview

Host Colin True sits down with Cotopaxi CEO Lindsay Shumlis to candidly discuss the brand’s evolution, their positioning in the changing outdoor industry, and how Cotopaxi balances trend, mission, and innovation. The conversation delves into whether Cotopaxi can move beyond “trendy” to become a timeless, impactful brand, akin to legendary outdoor companies, while shedding light on product strategy, sustainability initiatives like Del Día and Mos Vita, and the importance of building an inclusive outdoor culture.

Key Discussion Points & Insights

1. Cotopaxi’s Brand Positioning: Outlier By Design

• Cotopaxi refuses to fit the “traditional outdoor brand” mold—this has been intentional since its founding. The company focuses on blending "outdoor energy with lifestyle versatility,” aiming at those who enjoy the outdoors but may not identify as “hardcore” outdoorsy.

  • Quote:

    "So from day one, we were focused on blending outdoor energy with lifestyle versatility. And I would say, Colin, we're a proud outlier."
    — Lindsay Shumlis [06:53]

• Inclusivity, Optimism, and Accessibility are core. Cotopaxi is less about peak performance and more about creating a positive, welcoming experience tailored to how people actually live.

  • Quote:

    "I don't think the future of outdoor is really about being the most hardcore. I truly believe it's about being the most welcoming and providing a positive experience in whatever the outdoors experience really means to you."
    — Lindsay [07:20]

2. The “Iconic Product” Question: Is It Still Necessary?

• Discussion about the industry's past reliance on iconic, category-defining products (e.g., Patagonia’s Synchilla, The North Face’s Nuptse).
• Lindsay argues that while product trust and equity are critical, innovation and iteration on beloved core products (e.g., Cotopaxi’s Fuego jacket) can suffice; the iconic product concept may be less central today, given shifting consumer attitudes.
  • Quote:

    "I think you need products that, you know, you've built equity in and that customers trust you for."
    — Lindsay [10:51]

3. Rise of the “85% Brand”: Serving Modern Outdoors Consumers

• Colin introduces the “85% brand” concept—outdoor brands that deliver on most real-life needs without catering only to the technical, elite use cases.
• Cotopaxi identifies as part of this modern shift in outdoor, emphasizing functionality, everyday versatility, and expressiveness over ultratechnical specialization.
  • Quote:

    "I truly believe that customers want versatile, functional and expressive products that feel authentic to how they actually live and not just how they recreate."
    — Lindsay [12:59]

4. Core vs. Casual: Debates Over Outdoor Industry “Authenticity”

• Colin asks about the ongoing debate between “core” outdoor traditionalists and brands chasing “lifestyle”—does Cotopaxi pay attention to this discourse?
• Lindsay monitors the conversation but stays focused on Cotopaxi’s unique path, unruffled by old-guard resistance.
  • Quote:

    "That's not really influencing where we are headed because, you know, we're staying true to who we are and I would say where we've always been."
    — Lindsay [14:44]

5. Sustainability in Action: Del Día & Mos Vita Initiatives

• Del Día: Cotopaxi’s flagship line made from remnant materials—each product is unique and colorful.
  • Significance: Innovation rooted in sustainability and individuality, now expanding into apparel and evolving further in 2026.
  • Quote:

    "We were founded on Deldia, right? So you talk about innovation for Cotopaxi. I mean, this is at the core of our product. Innovation still is today."
    — Lindsay [25:15]

• Mos Vita: Resale and recommerce program—customers return pre-loved items, which are cleaned, repaired, and resold, supporting a circular, less wasteful business model.
  • Cotopaxi is investing further in circularity and exploring broader marketplace partnerships in the future.
  • Quote:

    "We believe very much that you also have to design for circularity and repairability."
    — Lindsay [27:39]

6. Visibility & Transparency of Sustainability Efforts

• Colin calls out the need for greater website prominence for Del Día and Mos Vita—Lindsay responds that in-store and marketing strategies are evolving to ensure these programs are front and center.
  • Quote:

    "One of my most favorites actually is ... in one of our stores ... we are very strategic that Deldea is always at the front of the store."
    — Lindsay [28:58]

7. Industry-Wide Circularity: Beyond Brand Silos

• Discussion of the future of resale—moving toward multi-brand, more integrated experiences rather than siloed, company-specific platforms. Cotopaxi hints at upcoming efforts to help push this evolution.
  • Quote:

    "We're a huge fan of that. ... I'm very supportive of the marketplace approach and finding partners that enable trade in reuse and repair."
    — Lindsay [30:04]

8. Product Innovation: Fleece and Beyond

• Colin the “fabric nerd” asks: has Cotopaxi finally fixed their fleece? Lindsay teases a complete relaunch coming in 2026, touting upcoming product innovations across categories.
  • Quote:

    "We launch all new fleece in 26. ... It's a full relaunch of fleece. ... As we move into 26, you'll see quite a bit more innovation coming from us, both in fabrication, in versatility of silhouettes and styles, the expansion within our packs."
    — Lindsay [32:01]

9. Business Strategy & Growth Outlook

• Balanced, responsible growth with a strong commitment to an omnichannel (ecommerce, retail, wholesale, international) strategy.

• Despite tough market conditions, Cotopaxi continues to fund its philanthropic foundation aggressively.

  • Quote:

    "From day zero. We've been committed to, I would say, I like to say we're aggressive, ambitious, but focused on profitable growth."
    — Lindsay [20:46]

• On “doing good” vs. “doing well”—authenticity and impact are non-negotiables, not marketing gimmicks.

  • Quote:

    "What I'm so proud of is it is truly at the core of who we are. I have not seen us, as I said, even in tough economic times, waver from that."
    — Lindsay [23:34]

10. Vision for Cotopaxi's Future (The Next 5 Years)

• Lindsay’s goal: Cotopaxi as a global, household name celebrated for both product and purpose—"at the center of culture and driving lasting relevance and change in the world."
  • Quote:

    "I envision that we'll become the go-to outdoor lifestyle brand. We'll be celebrated not only for our exceptional gear, but for the vibrant global community that we inspire and our unwavering commitment to making business a force for good."
    — Lindsay [35:00]

Notable Quotes & Memorable Moments

• On Cotopaxi’s Role in Outdoor’s Future:

  “The future of the outdoor industry is less about only being technical and more about being accessible, inclusive, and honestly, optimistic.”
  — Lindsay [13:22]

• On balancing growth and impact:

  “As we grow, we get to do more of that [good]. And I'm incredibly excited about that.”
  — Lindsay [35:39]

• On constructive criticism:

  “We don't get better without criticism. Us too. Right? You gotta, you gotta, like, take some lumps every once in a while.”
  — Colin [05:06]

Important Timestamps

| Timestamp | Segment / Topic | |-----------|-----------------------------------------------------| | 04:16 | Lindsay’s intro and Cotopaxi’s brand positioning | | 06:08 | Is Cotopaxi a traditional outdoor brand? | | 09:44 | The significance of having an “iconic” product | | 12:51 | The concept of “85% brands” and evolving customers | | 14:20 | Core vs Casual discourse—Cotopaxi’s perspective | | 20:01 | Business goals for 2026—growth, omni-channel focus | | 22:20 | “Doing good” as a brand pillar; authenticity | | 25:01 | Del Día and Mos Vita: innovation and sustainability | | 28:11 | Website prominence of Del Día & Mos Vita | | 30:04 | Future of resale: multi-brand marketplaces | | 32:01 | Product innovation: complete fleece relaunch | | 34:14 | Five-year vision for Cotopaxi | | 37:10 | Colin’s outro, show philosophy |

Episode Summary & Takeaways

• Cotopaxi’s journey is defined by a commitment to inclusivity, optimism, and authenticity—choosing engagement and versatility over exclusivity or technical elitism.
• The company is evolving hallmark products (like the Fuego) and continuing to innovate with sustainability at its core (Del Día, Mos Vita, circular initiatives).
• Cotopaxi’s growth is intentional: omnichannel, profit with impact, never sacrificing mission for scale.
• The brand envisions its role as a connector—building community, driving cultural change, and redefining what “outdoor” means for coming generations.

For listeners curious about the future of the outdoor industry, Cotopaxi’s adaptability and focus on culture, community, and impact offer a candid look into how next-gen brands plan to achieve both lasting relevance and meaningful social good.