For all you altitude lovers out there, here’s a look at a micro-apparel company out of Flagstaff, Ariz., with an unmistakable motto: Sea Level Sucks.
When Dan and Martina McGourin came up with the idea for this tiny brand, they were on top of Mt. Elden looking down on Flagstaff and realized they felt liberated at higher elevations, and turned it into a saying and logo. They have since sold the concept to flagstaff locals Forrest Boughner and Sara Hooker – a spirited couple who were both collegiate athletes and grew up playing above 7,000 feet.
“Now that Sara and I are taking over the company we are looking to continue the idea that altitude makes you free — but our main goal is to promote a more adventurous lifestyle, wherever you are,” said Boughner. “Our product is on the comfortable/casual side, but some of the shirts are fine to wear while adventuring. I wear the 50/50 blend running. We try to appeal to all sports: skiing, climbing, cycling, running, kayaking, backpacking.”
Future designs will get more sport specific with logos for climbers, runners, etc. And they’d like to expand throughout the western states.
Ultimately, says Boughner, the couple would like Sea Level Sucks to emulate Life is Good in terms of philanthropy and inspiration: “We want to stay on the more casual side of apparel, while still maintaining a high standard of comfort and quality to wear outdoors. Sea Level Sucks is, and will continue to be, apparel for the active person while recovering for the next expedition.”
Sea Levels Sucks is majority female-owned and community-oriented. Future apparel and accessory lines will continue to focus on human-powered adventures. “In the long run we would like to have a small percentage of each sale go toward a charity that helps inner-city kids get to high altitude for an adventure,” the couple explained. “We have a few charities in mind, but need to grow a little more before we approach them. If we can help people, especially kids, grow an appreciation for the outdoors then we count that as success.”
Forrest coaches a kids program called Team Run Flagstaff and helps with the Step Into Running program as well as coaching at the local high school. Sara is in her third season as assistant pole vault coach. She is also a river guide for Grand Canyon Youth, a non-profit that organizes experiential education river trips for youth. “Individually we both enjoy trail racing more than the roads and have recently been racing more on the snow. In the next two years I would like to give snowshoeing a serious try at the national level,” Boughner said.
Hooker grew up as a gymnast and then pole vaulter but since has become more endurance oriented, completing three Ragnar Relays, hiking 1900 miles on the Continental Divide Trail in 2013, and competing in many more off-road adventure races. Boughner regularly places in the top five of any race he enters.
Check out sealevelsucks.com to order product and learn more about this inspirational start up.
–Look for more in this series on small apparel manufacturers across the U.S. by Elevation Outdoors Digital Editor Aaron H. Bible.
