Last year, Outdoor Industry Association rolled out a very cool concept ... the Innovator Award. It's sort of an "MVP of Merino" thing, where they're putting some effort into thanking one of the crowd for helping freshen up the place.
Think through the last year, and I guarantee you that we all agree on who that award recipient should be. Without a doubt, this brand has changed the way the OI population thinks, acts and markets. And the winner is