Shopping All the Way to the Woods: How the Outdoor Industry Sold Nature to America

by Rachel S. Gross

A fascinating history of the profitable paradox of the American outdoor visiting nature first requires shopping
 
No escape to nature is complete without a trip to an outdoor recreational store or a browse through online offerings. This is the irony of the American outdoor visiting wild spaces supposedly untouched by capitalism first requires shopping. With consumers spending billions of dollars on clothing and equipment each year as they seek out nature, the American outdoor sector grew over the past 150 years from a small collection of outfitters to an industry contributing more than 2 percent of the nation’s economic output.
 
Rachel S. Gross argues that this success was predicated not just on creating functional equipment but also on selling an authentic, anticommercial outdoor identity. In other words, shopping for the woods was also about being—or becoming—the right kind of person. Demonstrating that outdoor culture is commercial culture, Gross examines Americans’ journey toward outdoor expertise by tracing the development of the nascent outdoor goods industry, the influence of World War II on its growth, and the boom years of outdoor businesses.

Genres: Cultural, Nonfiction, History, Environment

304 pages, Hardcover

First published March 26, 2024

Reviews

[CatReader · Rating 3 out of 5]

Rachel Gross is an assistant professor of history at the University of Colorado Denver whose research focuses on the intersection between the environment and business. Her 2024 book Shopping All the Way to the Woods, is likely inspired by her 2018 doctoral dissertation on the same topic - namely, the history, commodification, and consumer targeting of outdoor goods and supply companies (LL Bean, Eddie Bauer, Patagonia, old school Abercrombie and Fitch before its '90s reinvention as a teen fashion brand, etc.). She explores how the ideal of the American outdoorsman (virtually always a man) was established in 1800s and how that image has echoed through our current times, even if said outdoorsman is someone who dresses the part but doesn't actually go outdoors much. This was an interesting read, though overly repetitive and markedly politically slanted.

Further reading: businesses and brand images
The Sum of Small Things: A Theory of the Aspirational Class by Elizabeth Currid-Halkett
The Kingdom of Prep: The Inside Story of the Rise and (Near) Fall of J.Crew―The Epic Tale of American Fashion Style and Retail Evolution by Maggie Bullock
Selling Sexy: Victoria’s Secret and the Unraveling of an American Icon by Lauren Sherman

My statistics:
Book 232 for 2025
Book 2158 cumulatively

[Emerson K · Rating 5 out of 5]

An absolutely phenomenal read. I wasn’t sure what to expect from this book, but I was completely captivated by the content. Gross masterfully paints a detailed and multifaceted picture of the history of the commercial outdoor industry, keeping the narrative engaging throughout. It's fascinating to realize that even something as simple as a tent or a down jacket carries with it a rich and complex backstory—one that includes histories of sexism, racism, and classism.

There were many "Aha!" moments for me as I read, particularly in seeing how the outdoor industry has dramatically evolved over time, yet in many ways, remains unchanged.

I’ll be recommending this book to everyone I know, especially those who enjoy spending even a small amount of time outdoors. If you've ever purchased anything from an outdoor clothing or gear company, this book is a necessary read.

[Shelly Jackson · Rating 3 out of 5]

3.5 stars. Interesting topic and content, and I did feel like I learned some interesting things. But much of it felt quite repetitive.

[Corky · Rating 4 out of 5]

*audiobook*

This really delivered the deep dive I was looking for on nature oriented consumerism. I enjoyed the historical timeline that introduced new brands, themes, and trends as time progressed.

I found the conversation around the idea of selling an identity really fascinating. For example, the placement of 'real' outdoor gear in catalogs served to provide 'proof' that the brand supported rugged outdoor activities; even while the majority of sales hinged more on the possibility, or even the mere idea of, outdoor adventure.


Only real complaint was there could have been a bit more coverage of more recent developments. The granola girlie ( and similarly minded folk) influencer culture is certainly related to, and perhaps a new manifestation of, frameworks already discussed in this book.

Overall I would highly recommend to anyone interested in the weird dynamic between getting back to nature, but first getting out a credit card to prepare.

[Jack Barnes · Rating 3 out of 5]

Hard to rate this book, at least for me.

I think the history is interesting. And appears well researched.

How the businesses evolved and were run, to some degree, shows the author has no knowledge of actual business. Of how a business is run. But how trends were created and evolved, at least through research, was again ... interesting.

The bias that is evident throughout the book, I found distracting and annoying.

And I guess I would say this. The author claims to be an outdoors person. But from what I read, I don't know that I really see that or get that.

Yes, I believe components of what she highlights ... being a capable outdoorsman as a path or validation of manhood may be a component on some level. And yes, I am guilty of the notion that I wear outdoor apparel to reflect my love for the outdoors... but that's because I love the outdoors.

I don't camp/hunt/fish to prove anything to anyone. I do it because I love it. I do photography for two reasons ... because I love photography and because it gets me outdoors.

I think the slights and biases and cultural issues she takes with the industry are, in fact, a function of running a business. Not necessarily concious biases. But she had an agenda, and she was devout in sticking to that.

Gross captured some cool stats that I didn't know and learned about some companies I've long shopped. That was cool. She missed some core things as well, that makes me wonder how she decided what to include and what not to include. In this, I would say she wholly ignored the hunting and fishing aspects of this business which had their own role in how these businesses evolved.

I will never read this book again. Ever. But I'm glad to have read it for the interesting tidbits.

[Seth · Rating 4 out of 5]

I found that the book mostly delved into the undeniable historical aspect of the outdoor gear, while obviously touching on the notion that the historical aspect of outdoor advertising has been rooted in nostalgia and for years prior. I look at other reviews and see people upset at biases, however I didn’t pick up on any biases, most of it is either indisputable or an understood idea & practice. I enjoyed this book, and the history of the outdoor industry was fascinating to read about. I think to treat this as the definitive history of outdoor gear and companies is a bit of a misconception, rather than touching on some of the most important & industry-defining brands.

[Karli Sherwinter · Rating 4 out of 5]

We read this for our neighborhood book club, and we will be discussing the book with the author this summer. This is an academic history of the outdoor clothing industry, and how it impacted the way Americans related to the outdoors. I particularly loved the history of Holubar Mountaineering in Boulder, Colorado. Shopping at REI from now on will always have a more intellectual element.

[Justin M. · Rating 3 out of 5]

Not quite the history of the outdoor industry I was hoping for. While it does provide a nice overview of various trends (postwar boom, increasing commercializations) and desires present within the North American context, I felt like it was quite repetitive overall.

[Larry · Rating 3 out of 5]

I was excited to read this. It seemed really interesting and I never heard of anyone digging into this arena. But it is pretty damn dry with little humor. I kept thinking "Where is Bill Bryson when you need him?". A bit of humor would've livened this research paper up a bit.

[Victoria · Rating 5 out of 5]

A must read for anyone that loves buying outdoor gear

[NEEKO Lodato · Rating 5 out of 5]

So interesting loved it

[Cody]

Compelling and well-researched, Gross shows that, from the start, optics and identity have often trumped function in the world of outdoor gear and fashion.

[Elissa · Rating 5 out of 5]

This book was both interesting and well read. A very accessible history book.

[Monica]

Oddly fascinating.

But also, guilty as charged. *buys another pair of running shoes *

[Summer · Rating 5 out of 5]

I have no idea how this book ended up on my radar (it is decidedly an academic text) but I’m so happy it did! Absolutely fascinating to learn about the outdoor clothing industry in America.

[Sherry · Rating 4 out of 5]

4.5

[James · Rating 5 out of 5]

This is a fantastic history for those interested in retail, the outdoors, or both. It is at times difficult to accept that views and practices that are deeply held are also somewhat contrived. But in the end, it is good to know the back stories -- how much of our thinking about the outdoors has been shaped by those we pay to equip us for outdoor experiences.