As an avid traveler and adventure enthusiast, co-founder of Western Rise, Kelly Watters draws on her own experiences and how they inspired her to create a brand centered around the genuine needs of frequent travelers.
It was during one particular trip to Australia that Kelly and co-founder, Will Watters, really put their heads together to decide how they could elevate the outdoor travel experience through their real-world know-how. Unimpressed by the amount of high performance pants that looked absurd in a casual or work environment, the duo set out to create the ultimate versatile apparel—a necessary alternative to packing multiple outfits for different occasions.
Founded in 2015, Western Rise was named after the American West and the rugged landscape’s notorious spirit of adventure. The brand’s multi-faceted apparel was designed to facilitate a dynamic lifestyle and resonate with the outdoor traveler’s pain of packing.
All of which it did. And what started as a bootstrapped side project out of the Watter’s basement expanded into a recognizable global brand, currently growing at 115% year-over-year.
In this interview with Kelly Watters, we dive into the brand. Its approach to luxury, including craftsmanship and materials. What made it a success, including key strategies and priorities. As well as, how the brand plans to expand in the future.
This is an inspirational story of rising to the challenge.
Check our hands-on review of Western Rise’s Evolution pants to learn more about their clothes.
Luxe Digital: Hello Kelly, thank you for taking the time to speak to us. Let’s start with your business. How would you describe Western Rise?
Kelly Watters: Western Rise makes the next generation of premium performance clothing for wherever the road takes you. Our goal is to elevate life so they can carry less and experience more.
Luxe Digital: Why did Will and you decide to launch Western Rise? Why focus on seasonless and timeless products?
Kelly Watters: Western Rise was founded with the spirit of travel. As we mentioned on the website, we were living in Vail and had what we call the “three-activity-day” which mostly just means a blend of work and adventure. We take that approach with us when we travel. Clothing options were sport-specific, over-branded, and fit poorly so we carried multiple changes of clothing specific to each activity throughout the day.
The brand was truly inspired by a trip to Australia and an absurd amount of performance pants that all looked ridiculous in a casual or work setting. We started Western Rise to create an alternative.
We wanted to keep packing in a carry-on for multi-week/ month trips but be able to do more when we got to our destination. We want to feel as at home in a meeting room in London as we do on a trail in New Zealand with a very similar wardrobe.
By leaning on our roots in textile design, circumventing traditional channels, engaging directly with customers, and focusing on classic designs we were able to build versatile, stylish, and quality clothing that allow ourselves and our customers to own less, and experience more.
Luxe Digital: Western Rise is currently growing at 115% year-over-year. Congrats! What’s behind that growth? How did you get there?
Kelly Watters: A LOT of hard work! We bootstrapped Western Rise as a side project out of our basement many years ago now. We have had a lot of help to get it from those realty days, including some fantastic advisors, team, and financial supporters.
In the end, it is always about the customer and making a product and experience they love. That is always the goal.
Luxe Digital: Tell us more about Western Rise’s collection. What’s your approach to elevate core essential travel clothes?
Kelly Watters: What truly defines Western Rise as a genuine travel company is our custom-performance fabrics and our team’s authentic travel experiences. Our fabrics are meticulously engineered to meet the demands of travel, offering the perfect blend of functionality, durability, and style.
What sets us apart is the authenticity of our team’s travel experiences. We’re avid adventurers and explorers ourselves, drawing from personal experiences to create products that genuinely address the needs of travelers. We live and breathe the traveler’s lifestyle, and our commitment to elevating the travel experience through custom performance fabrics and real-world travel know-how is what makes Western Rise a true travel company.
Luxe Digital: Can you give us insights into your development process for new fabrics?
Kelly Watters: It is a blend of science and spidey senses. Will is a third-generation textile developer and he LOVES sourcing and solving problems.
Some of our fabrics are straightforward. He has a vision and one of our suppliers can produce what he is looking for. Some are a bit more nuanced and take years of design and testing to get right. Our Diversion Fabric for example was a custom build that took 3 years with the mill. Ultimately Will’s knowledge of the production process and the unique features of each material helps us identify and create materials and products that meet our specific needs.
Luxe Digital: Who are your typical clients? What are they seeking when buying at Western Rise?
Kelly Watters: While you can now find Western Rise on Nordstrom, Backcountry, and at specialty retailers the majority of our business is still online directly with our customers via westernrise.com
Most of our customers are well-traveled either for work or leisure or both. They love to experience new things and places. Our newsletter The Diversion is a great reflection of our customers and their interest. A little bit of culture, travel tips, food, and music. They are a well-rounded bunch!
We have a lot of celebrity customers that Will and I have had the pleasure of getting to know more over the years. Out of respect for their privacy, we don’t name-drop.
Luxe Digital: What trends do you think will have the most impact on your industry in the next 5 years?
Kelly Watters: We are seeing a strong swing back to natural materials and sustainable production. Its something we have been focusing on for years and I expect to see a lot more of it in the market in the coming years.
Luxe Digital: What does the future reserve for Western Rise?
Kelly Watters: We have a bunch coming in the next two years! A lot of new style expansions in 2024 to complement your travel and overall packing experience.
A few words that say a lot:
- A book that influenced your life: The Unbearable Lightness of Being, by Milan Kundera
- Luxury in one word: Time
- The future of digital in one word: Personalization
- If you were to only pick one color: White
