Orvis is such a great brand. They’ve been around forever, family run, and truly care about the environment in a way that isn’t divisive. Over the last 15-20 years, they’ve also gone through an insane transformation from grandpa’s closet to innovative and stylish gear that stands on it’s own vs. the largely saturated market. They’ve gotten focused, smart, and adaptive, all while keeping their price points digestible.
As evidence, check out this lineup…this is all new(er) gear that they’ve released in the past few months. It is completely dialed:
From top left:
1. Covert Trucker Hat: The Orvis hats fit as well/better than the Richardson 112s, but with their own style. These Covert hats are so cool – great fish designs that act as fly holders when on the water. I like this redfish, but the black trout and the grey permit are right up there…
2. Cotton Anglers Polo: I have a couple of these cotton Anglers polos from a few years ago, and wear them all the time. They are a slimmer fit than the old Orvis polos, and super soft. Made to be worn untucked.
3. Miir Flip 16oz Traveler: An example of the smart collaborations, Miir is great. These 16 oz. flips are great for morning coffee, and the trout design is as cool as you’ll find. They also offer a 20 oz…
4. Jackson Quick-Dry Stretch Anorak: Anoraks are so underrated.
5. PRO Waders: These are what I’m eyeing for my next set. I’ve been extremely happy with my current Orvis waders, and see no reason to divert.
6. Artisan Trout Belt: I mean…brass trout buckle? Cooler than a cucumber.
7. River Guide 2.0 Shirt: Your next concert shirt.
8. PRO Under Wader Pants: My A-#1 buy from Orvis over the last five years. These pants are absolutely incredible. The fabric, the fit, and the design are perfect for under waders as a layering piece, and look half-way normal when driving home. Worth every penny.
9. Ceramic Coffee Cup: A brand new antique. This will last forever. And always look cool.
10. Pro LT Wading Boots: I just got these for Fall 2024, and I’m excited to put them to use. They are extremely light weight, but feel super sturdy. I’ll report back after I get them wet.
11. Adventure Tote: A GREAT tote, and on sale for $39. We’ve started packing these on trips to use as a back-up piece for luggage for the extras that we accumulate on trips.
12. 1971 Camo Sweatshirt: Because no one has EVER said ‘I don’t need a vintage camo sweatshirt.
What did I miss?
While I agree Orvis has made great strides in their offerings – and do appreciate the greater variety – I do wonder if the pendulum has swung a bit too far the other way. Their catalogs are now pages of nearly identical clothing offerings with lots of tech focus – a far cry from their roots as a traditional WASPy outfitter. Wish they could’ve put some meaningful effort into bringing their more traditional offerings up to date. Have experienced some sizing inconsistency and quality issues recently, even with their more traditional offerings. That said, I have plenty of Orvis in my closet – wearing Ultimate Khakis as I type – but think a return to more toward center would be welcomed in the long run
I don’t disagree with you. I haven’t been in an Orvis store or picked up a catalog in 2-3 years.
Pendulum is swinging too far, IMO. I’m lucky enough to live within walking distance of an Orvis store, but I haven’t been in a couple years. The local store has gone all-in on focusing on fly-fishing. They offer free casting and fly-tying lessons and their associates are right out of central casting for “I spent the last two summers guiding in Montana” look. My all-cotton Orvis flannels, rugby shirts, and wool sweaters are still in great shape after 7+ years of wear. I’m sure their technical clothing is great, but I haven’t a need. I enjoyed the “gentleman’s sizing” of most Orvis products, and their Ultimate Khakis are still top notch. I’m not a serious fly-fisherman by any stretch, but I know Orvis is a devisive brand on NC streams and rivers with serious anglers, perhaps unfairly. I’m not hating on Orvis, but as a non-fisherman, I do miss the more traditional clothing offerings.
I welcome a return to the “old days” for Orvis, L.L. Bean, and others…