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VOORMI® Takes Innovation to Bozeman, Montana

October 8, 2019

Media Contact


Pagosa Springs, Co.

(October 8, 2019)VOORMI®, manufacturer of the world’s most innovative natural-fiber-based performance apparel, is opening its second company-owned retail store in Bozeman, Montana. The newly renovated 4,000-square-foot space, located at 17 East Main Street, in the heart of the historic downtown district, will house both retail and on-site apparel manufacturing.

Expanding into Bozeman, a community of outdoor enthusiasts who know how to push gear to its limits, demonstrates VOORMI’s continued commitment to building apparel that, as CEO Dan “Butch” English states, performs. Plain and simple.

“We work with mountain professionals who earn their livelihood in some of the harshest weather and terrain in the world,” said English. “It’s our job to provide them with gear that their lives literally depend on. Because of their feedback, what you get when you wear the VOORMI brand is performance apparel that’s going to last you a very, very long time.”

By combining the finest qualities of wool and other natural fibers with the world’s most advanced manufacturing techniques, VOORMI builds premium performance apparel on a platform of unique and proprietary textiles you won’t find anywhere else.

“We were born from innovation,” said English. “That’s who we are and what we focus on every day. The reasons we started this company in a rural mountain town in Southwest Colorado and manufacture in the USA have everything to do with driving a convergence of textiles and technology at the pace of real innovation.”

VOORMI’s unique business model, bringing together technical horsepower with agile manufacturing, ensures that its products are built using only the highest quality materials. This also allows the company to avoid common traps of overproduction such as selling at discounted prices and contributing to unnecessary landfill-based waste.

“We design for effectiveness,” said English. “Not mass production. Our high standards reinforce the idea that we only release products guaranteed to be the best on the market. It’s that sense of uniqueness and authenticity that has allowed us to go beyond what anybody else is doing in the world of apparel.”

The Bozeman store is set to open this fall. It will follow the model of the company’s headquarters in Pagosa Springs, Colorado, by creating a hive for like-minded mountain professionals and outdoor enthusiasts to experience the difference that well-designed gear can truly make.