Duluth Trading Company - a few reflections on whether to buy or boycott.
~
A few weeks back, during a socially distanced gathering around a fire pit, I wore and received compliments on my new Duluth Trading Company beanie. Snowflakes and pine trees gave it a Nordic look but upon closer inspection, one notices the axes interspersed with the traditional outdoor motif. Warm, unpretentious and nice with a touch of quirkiness. Most importantly, no stupid pompom like you see on so many hats these days.
Mike recently received the men’s Duluth Trading catalogue, and I was instantly smitten. Their whimsical Illustrations reminded me of the J Peterman catalogues, and their witty product descriptions were a nice change from the aren’t we special sentiment and the “you can wear these clothes from the mountain top to the brewpub” copy you see from many of today’s outdoor retailers. I went to their website, found reasonable prices and items I could use, so I
Around the fire, a friend said she heard from a reliable source that Duluth Trading supports anti-choice (pro-life) causes. She said we should all look into it, but she thinks we should be suspect of Duluth Trading.
The morning after the fire pit gathering, I set out to see if my newfound infatuation with Duluth Trading was fading as quickly as the passion began. I did many combinations of search words with Duluth Trading - anti-abortion, politics, political contributions, reputation, etc. It was one time the web stumped me, and my search results didn't produce anything overly conclusive about Duluth Trading.
A few interesting things I did find...
- There was a gun forum where people said we should boycott Duluth Trading (And Volvo. Go figure.) as they're tree huggers and might as well be called Stalingrad Trading. https://www.ar15.com/forums/general/Boycott_Duluth_Trading_Company_and_Volvo/5-1692201/
- There was one very popular Twitter post that told us to boycott them because they support Fox News. https://twitter.com/DesignationSix/status/1126689261518868481/photo/1
- Interestingly, I found out that Duluth Trading is a publicly traded company, and that their CEO from 2009 to 2019, Stephanie Pugliese, resigned to become CEO of Under Armor.
The article pointed to catalogue copy poking fun at yoga, which didn’t sit well with the millennial author. To quote the article, “I ask Connolly if pitting grit against yoga could alienate some of the women they’re targeting. He points to the cover of the most recent women’s catalog, where a blonde woman wearing NoGA pants and safety glasses takes a crowbar to the side of a wood cabin. ‘The reason our brand resonates with women is the empowerment piece,’ he says, picking up the catalog. ‘It’s that not only can you do yoga on a mat, but you can tear this down.’"
My web research also revealed that some people find their television commercials are a bit on the raunchy side using old fashion locker room humor. I don’t care for this macho attitude but is it a something that should concern me?
My impression is that Duluth Trading could be more on the conservative side but to what extent is hard to tell. Is it an attitude that prevails among their staff or is it reflected in the broader values of the company? It is also hard to tell if the company provides financial support to any right-wing politicians or ideas; if they do, this information is hard to come across in a web search.
They carry Smartwool socks and while I don't know much about Smartwool as a company, I imagine they’re on the liberal side. Would they be associated with Duluth Trading if the company had major flaws? Maybe we should be suspect of Smartwool as well?
I want to like a company like Duluth Trading. They have an interesting mix of gear for trades people and outdoor folks, and their prices are reasonable. The items I purchased from them are functional and so far, seem well-made. I like the fact that Duluth Trading has a sense of 
humor and doesn't take themselves too seriously.
But my friend’s comment keeps coming back to me.
The verdict is not yet out about Duluth Trading. What’s your take on it? Leave your thoughts in the comments section of this post.
~
I have written a lot about gear. Go figure.
- My most recent post: http://annvinciguerra.blogspot.com/2021/02/outdoor-idiosyncrasies.html
- Where Have All the Gear Shops Gone? About the gear store situation in Bozeman. With the opening of Uphill Pursuits in 2019 the situation has greatly improved. http://annvinciguerra.blogspot.com/2016/01/where-have-all-gear-shops-gone.html
- Be an Outdoor Athlete or Just Look Like One: http://annvinciguerra.blogspot.com/2017/12/lifestyle-apparel-2.html
- A listing of all gear-related posts: http://annvinciguerra.blogspot.com/search/label/High%20performance%20gear
Love 'em. Maybe have to hold my nose a little, but in the 'plus column" they have a much more inclusive fit for many bodies. Other outdoor brands often assume that everyone outdoorsy is over 6' and under 170 pounds. Duluth fits the rest of us. In regards to SW and liberal outdoor brands selling to accounts that might not line up exactly with their values? Compromises are made when aggressive sales goals are applied. I don't know about VF and Smartwool, but in my past jobs I've had to walk into some doors that I found a little icky.
ReplyDeleteGood insight Double D. Thanks for sharing. Your perspective having worked in the industry is telling. Sounds as if, once again, the all-mighty dollar has the final say.
DeleteLet the conversation continue....
Hello, I can tell you that the Duluth Trading near me has a very diverse staff and that they are LBGT friendly. If you look at their women's catalogs, they feature many women of color. Now the customer base maybe half conservative, but the company doesn't seem very right wing. As far as the mask mandates, Duluth was very strict with enforcing wearing masks, to the point that the maskless had to leave.
ReplyDeleteIt's good to get more feedback and hear about what's going on at their stores. Thanks for your comment and for checking out my blog.
DeleteThat whole mask thing didn't age well...
DeleteThank you for the laugh. I can't help it, I'm so sorry but when the liberal platform is to be accepting and supporting of everyone then cast light on a company who might be conservative or support right wing ideas as having major flaws, I am simply awe struck at your own hypocrisy. I am on seats edge as to when "liberals" will openly adopt a more realistic motto. Maybe "think like me or cease to be" would be appropriate. Be well and thanks again.
ReplyDeleteThanks so much for checking out my blog. It's good to hear differing opinions on this platform. There's a lot to like about Duluth Trading but my research was inconclusive as to where they stand on issues. The conversation has gotten me thinking about values, where and how I spend my money, when to boycott a company (Or not), how much of this really matters? All of these things are hard to know - can we ever really know a lot about a company? Taking time to think about and discuss is important. Thanks for contributing to the conversation.
DeleteWho cares what a bunch of Karens think!
DeleteWho cares what a bunch of Karens think? Apparently a lot of people do - this is one of my most popular and most commented on posts.
DeleteThanks for doing the research, I've also become a lover of all things DT and have become more socially aware of where I spend my money. According this genius' comments though, we shouldn't care if the companies we give our money to are supporting anti-LGBTQ, pro-life or any other hardcore conservative values that are not remotely humanitarian. So yea...the liberal platform is to accepting and supportive of society, unless their actions go against basic morality. Simple as that.
DeleteNO MORE LIBERAL BUYS FROM A LIB STATE EVER!!!!!!!!!!!!! ROT IN HELL
ReplyDeleteWas the "rot in hell" intended for Duluth Trading, Minnesota, or someone/some place else?
DeleteHow, and to the same level of scrutiny, do you review and delve into Nike (I used to be a fan) and so many other outdoor/sportswear outfitters who's products are sourced from China? Do the Uighur atrocities hit any part of the mindful concerns of such said lofty ideals? Where is the outrage for all their immoral superiority?
ReplyDeleteThanks for checking out the post and for leaving a comment. You make a valid point about Nike, but it is not a company I wanted to write about. I could scrutinize a lot of outdoor brands (Including Patagonia, who manufactures in China) but I wrote about Duluth Trading given my recent experience with the company and their products. There's a lot to like about Duluth Trading but my research was inconclusive as to where they stand on issues. Do you have any insight? Does any of this really matter?
DeleteI appreciate the pause and desire to know more. I stumbled upon this blog as I am attempting to learn more about DT and how they spend the money I give them. The open dialogue here is great and, Ann, thank you for what appears to be genuine curiosity about the brand and their habits.
DeleteI appreciate the pause and desire to know more. I stumbled upon this blog as I am attempting to learn more about DT and how they spend the money I give them. The open dialogue here is great and, Ann, thank you for what appears to be genuine curiosity about the brand and their habits.
DeleteAhoot - thanks for checking out my blog and for your comment. I appreciate your support and am glad to know someone else also thinks about these things. If you gain any insight about Duluth Trading please share it with everyone here.
DeleteGood convo... I to am curious about the Daluth trading, due to Carhart being under fire with their new rules/mandates. If I found an outdoors company that made products majority in America, still have the decent prices and quality gear, and DIDN'T push there agenda I would definitely try them out. Quite frankly i don't care what 'your'(any company) personnel thoughts are, they shouldn't get in the way of business. As long as your not against America, sell your product. On the flip side don't get mad when people don't support you because you only have a certain type of individuals working there. I guess what im saying is, keep personal lives/opinions out of it, business is business!
ReplyDeleteI'm surprised at how popular this post has been. Thanks for posting and adding to the conversation.
DeleteWhat on earth is the point of this vituperative, and in some instances vindictive, exchange of opinions about the moment of any political view a business entity may, or may not, express by way of contributing any sort of support or opposition to any beliefs outside the parameters of that business?
ReplyDeleteI have been a Republican all of my life - because my parents were so - and I generally, not always, vote for conservative local officials - but my last favored Republican Presidential candidate was Richard Nixon in 1960. That does not mean that I am what too many of my party now call "Liberals". It does mean that we've
got to stop this ongoing diatribe about demanding that business managers must stop having opinions that may differ from ours - no matter who is doing the demanding.
And now, I will go on about my way of ordering again the same well-made work clothes I bought from Duluth some 10 to 15 years ago. They wore out and I don't replace things until I have to - I'm still a conservative.
I'm also trying to figure out where Duluth Trading stands. I prefer to support more conservative anti woke businesses. Maybe they are centrist enough to not be overly offensive to either side of the spectrum?
ReplyDeleteThanks for adding to the conversation. My opinion is opposite of yours but I think we have reached the same conclusion about Duluth Trading.
DeleteWho cares about political views? They have good stuff. So dumb to hate on people for their beliefs. There’s division in this country bc of articles like this.
ReplyDeleteThanks for checking out my blog. You didn't read my post carefully. I have good things to say about Duluth Trading (I don't "hate" them as you say.), and my research was inconclusive on where they stand on issues. You'll also notice that some of the earlier commenters had good things to say about Duluth Trading including inclusivity in sizing and the diversity of staff at one of the local stores. So, some positive things to say about the company in addition to the the comments from the post. A little bit if good, a little bit of (supposed) bad, all very inconclusive.
DeleteMhm okay. You claim to support the party of love and acceptance, but you’re quick to just drop a company who might lean right. Hypocrite.
DeleteDo you believe in a “free market”? If so, this is the free market at work. Is that hypocrisy on your part?
DeleteGreat point. I'm glad to see that like-minded people are starting to add to this conversation.
DeleteMark Oestreich, owner and CFO of Duluth Pack, and CEO Tom Sega in a 2020 photo op in their Canal Park, Duluth store with Ivanka Trump https://www.gettyimages.com/detail/news-photo/left-to-right-mark-oestreich-owner-and-cfo-of-duluth-pack-news-photo/1260528513. Judge for yourself.
ReplyDeleteThanks for sharing the photo!
Deletewho cares...
DeleteDifferent company
DeleteYou know, I was given a pair of pants made by Duluth. They are comfortable, durable, and so well made. It was disappointing to read that, based upon a campfire side rumor, a deep dive was necessary to see if any morsel of objectionable political belief, or disagreeable difference of opinion was held by anyone in their employ.
ReplyDeleteCertainly if some corporate entity outwardly supports ideals that prejudice or discriminate, particularly those ideas most important to you, don’t support them. But if you do an exploratory search of ANY organization, you’re bound to find someone who you find ‘un-cool’.
Gossip stinks. It’s poisoning.
The issue of choice IS one that is important to me thus I looked into the company. As you read in the post, my research was inconclusive. This is by far my most popular and commented on post. The analytics report on my blog has a question "How did people find you? Top queries" - the responses: Duluth Trading Company political donation and Duluth Trading Company politics so a lot of people have the same questions as I did.
DeleteIf we wear clothing that has brand names, publicly announced, it's fine if people care about with those brand names represent. No big deal just a personal choice.
DeleteI work in the warehouse in Belleville, Wisconsin pulling store and customer orders. It is one of the best or perhaps the best place I have ever worked. My coworkers and leadership are very laid back and easy to get along with. At 74 walking for seven hours is great exercise and I'm paid to do it. Much better than paying a gym to use equipment.
ReplyDeleteThanks for checking out my post Fred. It is good to hear you find great things about working at Duluth Trading. I appreciate you adding your voice to the conversation.
DeleteThanks for your post. I started a search with a 2020 memory of Duluth Pack and happened upon your blog. It’s funny, conservatives say that the free market should decide. We are the market and a blog such as this is a great example of how “the free market” decides. As you have shown, some of us do place ethics as a high point of consideration when we make choices to spend our money. What conservatives don’t seem to be getting is that we are doing this because we don’t want to spend against our own self-interest or the interests of our larger community.
ReplyDeleteIt’s not that we disagree with someone, or a hatred, it’s that if there are choices that are in harmony with our values, we spend our money there if possible. That’s the free market deciding. If the choice of similar products comes down to which company is actively supporting or opposing our values, we choose the one that more resembles us. How is that confusing? How is that hypocrisy? It’s not. It’s just values and capitalism mixing together. These comments were a fun read, and measuring companies by the public stances of their ownership is absolutely how I shop, too. There is nothing wrong with being a good and informed citizen.
Thanks for adding to the conversation. It seems as if those who think as I do are finally discovering this post.
DeleteThank you for this post! It was in the top results when I searched “Duluth Trading Company Donald Trump” very cliche I know! :) However as I holiday shop I choose to be conscious of what causes my funds are supporting. Patagonia seems to still top my list!
ReplyDeleteWow! Who knew this post appeared at the top of any search. If you search through the comments you'll see someone shared a photo of Ivanka Trump at Duluth Trading. It is good for a chuckle.
DeleteGreat conversation! I've been curious about Duluth Trading Company as well. I do want to point out that Duluth Trading Company and Duluth Pack are two different companies. I believe the photo linked in a comment last year is for the CEO for Duluth Pack.
ReplyDeleteYes, I was coming to say the same thing. Duluth Pack has been around for over 120 years, while Duluth Trading has only been in business for less than half of that time, they're two different companies both with Duluth roots, but Duluth Pack's ownership doing stuff with the Trumps shouldn't reflect on Duluth Trading since they're not the same company or owned by the same people.
DeleteThanks for the updates Becca and anonymous. I wasn't familiar with Duluth Pac before this post and I'm glad you pointed out the difference to me and all of my readers.
DeleteI went to a DT store for the first time. I was impressed. Many people working (and a diverse bunch), they did not look miserable and the store was tidy and organized. The bathroom was also the cleanest bathroom I’ve ever seen. This points to them treating their workers at least on the retail level somewhat decently. Any corporation is gonna be right wing but they are not overt and as this post demonstrates they keep their views quiet. That’s the best you can ask for today (outside of Patagonia and the like).
ReplyDeleteThis post popped up at the top when I searched “Duluth Trading Post Politics” because I got curious. Having recently moved to Minnesota, I’ve started receiving more ads for their products (my family got the catalogue when I was a kid). But yesterday I saw an ad from them involving “spanking” for humor and that bothered me a bit considering what scientific research shows concerning child development. Your post and the informative comments were helpful. Thanks!
ReplyDeleteMy husband is mounting an intervention for my DT addiction : ) and one of his angles is that it's a Bass Pro Shop in disguise : [ That's how I found your post. Another link showed this diversity score for Duluth Trading and it looked pretty good to me. https://www.zippia.com/duluth-trading-co-careers-3590/demographics/
ReplyDelete