Ranger Outdoor
Ranger Outdoor is the newest workwear brand on the block. Founded by Jess Cooper & Bryce Vince in 2019, the brand is for those of us who value sustainable pieces that are built to last, affordable and minimise our impact on the environment. In this piece I share Jess’ story as to how Ranger Outdoor came to be.
WORDS : Alice Armitage IMAGES : Nick Joyce
Jess Cooper grew up an outdoor person, spending her days as a kid on the family farm or in the surf surrounding Torquay in Southern Victoria. After spending sixteen years working for the major fashion brand Rip Curl, with three and a half of those years based in the South of France leading the European Women’s Apparel and Accessories line, Jess found herself back at home ready to take a leap into something new. Fast forward three years and Jess has foundered Ranger Outdoor. Successfully building a brand that’s a true reflection of the things she cares about, the life she wants to lead and the legacy she’ll be leaving behind.
“I started at Rip Curl, working retail when I was 16. I was a mad surfer and just loved everything about their business. I worked my way up through the ranks and found myself in a role as a Product Manager. Which led me to be offered the opportunity to move to the European headquarters. It was super challenging, moving to the other side of the world to an office full of french speaking peo- ple, navigating a whole range of new cultures and dynamics. I was responsible for all of Europe, not only France. I was developing ranges to suit Spain, Portugal, Italy, Morocco, Germany, the East- ern European countries and Scandinavia. I was working with such a diverse customer base, it was insane but incredible to see it all come together and to deliver a successful line season after season.”
When Jess made the decision to finish up her time at Rip Curl and head home in 2019, she was in no rush to figure out her next move, instead wanting to spend some time to rest, reset and plant her feet back on the ground. Well that was until one conversation with an old friend and now co-founder Bryce, planted the seed of starting a workwear brand. With a market so saturated with fashion brands driven by ever changing trends, Jess was inspired to build a business that would move away from that notion and settle into a brand with a more authentic and sustainable approach. After a lot of research fuelled by that initial conversation, Jess saw a real gap in the market for long lasting, durable workwear that fit well and looked great with a sustainability aspect. Bryce came on as Jess’ business partner and Ranger Outdoor was born.
It took Jess only six months to get this concept together and to deliver her first range of products, something only someone with such an impressive resume could ever pull off. Jess was convinced she was onto something good, and boy was she right. While covid seemed to arrive just as the first shipment of Ranger products did, the team navigated all the uncertainty with apparent ease and it surely helped that their target audience were essential workers still out and about, and those of us who were stuck at home inspired to build a veggie patch, start renovating our homes or finally trying to do something about that camping trip around Australia we al- ways wanted to take. Although Rangers’ initial focus was to build a strong business around an essential product, a new trend was also emerging that would play in Ranger’s favour. All of a sudden Lu- lulemon was out and Blundstones were in and Ranger Outdoor’s first collection was a great success.
“The people we were targeting were looking for our product during covid. Everyone was reevaluating their lives, realising it was time to quit their jobs and pursue something on the tools or packing up their lives to grow grapes and make wine. Whatever it was, our products were the perfect fit for that. It’s the real silver lining of covid, this reevaluation of what’s important to us all and it’s really served our brand well.”
In the early days the team focused on testing the waters and taking each wave of orders as they came. Working hard to ensure the ethos of the company, to deliver quality, durable and sustainable workwear at an awesome price, was translating to each customer’s experience. And as the first Ranger pieces were put to the test, the quality of the fits and fabrics were a hit. Legacy and loyalty also play a role in the business, with Jess incorporating elements of her own family into her collections. A unique and authentic way for Jess to portray her desire to build a long lasting brand. “Our shorts are named after my grandfather, who’s 95 and still going strong. My nephew also features in one of our campaigns. We’re working hard to seed our authenticity into everything we do and I’m proud to pour my heart and soul into it all. We know our customers are the type to show a lot of brand loyalty and we want to make sure we’re delivering something for them that is deserving of that loyalty as well.”
You won’t find Jess dreaming of runway shows and celebrity endorsements to build her brand to global acclaim, instead you’ll see a down to earth commitment to showcasing some of the most impressive, unsung outdoor people. From helicopter pilots to fisher- men, ringers to roofers, the team continues to invest in highlighting not only their products but the people they’re designed for and the greatness that lies in the lifestyle of an ‘outdoor person’. Creating a brand strategy that focuses more on the needs and desires of the everyday user as well as crafting stories that encourage us all to get out there and get our hands dirty.
Now, two years after Ranger Outdoor first hit the market, the brand is really starting to hit its stride but we all know that success never happens overnight. Jess took two years before she started paying herself a basic wage, instead opting to invest money back into the business. At one point Jess started working as a laborer, and did a stint working in a wetsuit shop, just doing the things us entrepreneurial spirits do to get by in the early days. That’s just what happens when you’re passionate about something, the rest of it all seems to fall away and you continue to be driven by this desire to bring your vision to life.
This mentality has led Jess & Bryce to consider taking on some external investment to support their growth, having already proven to themselves that the idea has legs. Having self funded the business to this stage, the duo had proven you can achieve a lot on your own when you’re conscientious, ambitious and genuine. But there comes a point where external investment can really make a difference to the continuity of the business and one’s ability to deliver for your customers. Ranger has since secured investment from two high net worth individuals, that not only bring with them capital to grow the business but an alignment of values and a set of skills that will continue to serve the business well. Something that Jess worked very hard to ensure, knowing that kind of investor was key to building a strong foundation for the future of the brand. You may have noticed by now that sustainability plays a significant role in the DNA of Ranger. “To start a brand with no sustainability vision in place in this day and age is such a misguided and ignorant way of thinking. It’s becoming more and more achievable to take some steps into a more sustainable way of practice. All of our products are made from 98% organic cotton and we’re always striving to understand how we can be making choices to head in a more positive direction.” There are trade offs to be made when choosing a more sustainable way. With fabric choices often limited and minimum orders being much higher, but it’s a trade Jess happily makes. And as more organisations are starting to see the light on the sustainability front, all of these production options are becoming increasingly more accessible.
Manufacturing here in Australia has also been a dream for Jess. Initially all garments were manufactured in fully certified Indian factories, but with the constant delays and disruptions to supply during the pandemic it was time for the team to explore manufacturing options closer to home. “There is always a fine line to be walked when making choices about manufacturing, supporting Australian made is important but you need to be able to maintain an affordable price on your product as well. Finding facilities in Australia is incredibly difficult but it can be done!” Ranger are now offering a limited selection of Australian made shirts at a slight- ly higher price point. With a track record that’s already defined by the five star quality of Rangers clothing, customers are ready and willing to invest more in an Australian made product. Jess and the team hope the demand will allow them to move more of their manufacturing back to Australia.
It’s undeniably impressive what Ranger has achieved in such a short time, it’s a testament to the skill and ambition of Jess, Bryce and everyone involved in the development of this great brand. Watch this space, I’m sure you’ll be hearing a lot more from Ranger Outdoor.
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