Welcome to this sports history seminar with environmental, cultural, and public historian Rachel S. Gross. Her talk will be on the history of outdoor clothing and gear in the US, questioning Americans' shopping spree on their way to wilderness
No escape to nature is complete without a trip to an outdoor recreational store or a browse through online offerings. This is the irony of the American outdoor experience: visiting wild spaces supposedly untouched by capitalism first requires shopping. With consumers spending billions of dollars on clothing and equipment each year as they seek out nature, the American outdoor sector grew over the past 150 years from a small collection of outfitters to an industry contributing more than 2 percent of the nation’s economic output.
Rachel S. Gross argues that this success was predicated not just on creating functional equipment but also on selling an authentic, anticommercial outdoor identity. In other words, shopping for the woods was also about being—or becoming—the right kind of person. Demonstrating that outdoor culture is commercial culture, Gross examines Americans’ journey toward outdoor expertise by tracing the development of the nascent outdoor goods industry, the influence of World War II on its growth, and the boom years of outdoor businesses.
This seminar is part of the sports history seminar series , an collaboration between Stockholm University (SU), the Swedish School of Sport and Health Sciences (GIH) and the Royal Institute of Technology (KTH) in Stockholm.
Rachel Gross is an environmental, cultural, and public historian specializing in the history of the modern U.S. Her research and teaching interests center on business, consumer culture, and gender, and she is especially interested in what seemingly ordinary consumer goods tell us about identity and power
