Urban Native Era rolls out popular headwear with REI. Here’s where to get it
Indigenous-owned brand Urban Native Era has partnered with REI to roll out its headwear products in 40 locations nationwide — including Bellingham and Seattle — beginning Saturday, Jan. 8.
“It’s been really amazing. I’m still processing the moment and it’ll hit more when I show up to some of the stores and I see everybody wearing their gear,” said CEO, Founder and Creative Director Joey Montoya (Lipan Apache) in an interview with McClatchy.
Urban Native Era is a Los Angeles-based brand that prioritizes a better life for Indigenous people around the world.
The brand is offering a winter ribbed beanie available in black, redwood and slate blue and its everyday cap in black or blue featuring its popular “You are on Native land” design. Both items are sold for $35.
The collaboration is Urban Native Era’s first time launching products with a major retail store. Previously, items had been available on its online storefront or at various museums — like The First Americans Museum in Oklahoma City and Autry Museum of the American West in Los Angeles.
The locations were selected as they were part of REI’s flagship stores, Montoya said, but after a recent visit to Bellingham, he wanted to see the beanies and caps more accessible to those outside the Seattle area.
“Someone commented that they were crying and overwhelmed with joy. We’re finally being put into these stores and being represented in a whole different way,” he said.
Though the products are only available in-store in Washington at the Bellingham and Seattle locations, they will be available for purchase online or for in-store pickup at any of REI’s 168 locations. The in-store pickup option has gotten a lot of great feedback.
“People are stoked, especially those that travel on the road and don’t have an address, because even though it’s not available in every store just yet, it can still be picked up,” he said.
Montoya said they hope to increase their participation to every REI store and grow the products carried to include their t-shirts and other designs.
“Ideally, our products should be across all Tribal lands and everywhere because we are everywhere, but it’s important that Indigenous folks also have access to the brand and to the items and that’s what I’m excited about as well,” he said.
The launch has been in the works since September 2021 and was originally planned to be in stores by the holidays.
“During the pandemic, there’s been a lot of manufacturing delays in the fashion world, especially right now,” Montoya said. “This is our first time in a major retail store. It’s a whole different process and different volume. We had to get UPC codes, on-board into REI’s system, but my team played a huge role in making sure we were all set for being a part of the stores across the country.”
Montoya said they are frequently asked if non-Indigenous customers are welcome to wear their “You are on Native land” design, but it’s intended for all.
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Natasha Brennan covers Washington state tribes’ impact on our local communities, environment and politics, as well as traditions, culture and equity issues, for McClatchy media companies in Bellingham, Olympia, Tacoma and Tri-Cities.
She joins us in partnership with Report for America, which pays a portion of reporters’ salaries. You can help support this reporting at bellinghamherald.com/donate. Donations are tax-deductible through Journalism Funding Partners.
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“The ’You’re on Native land’ statement is made for everyone to wear and comes from an Indigenous perspective and when you’re wearing it, you acknowledge that already. Indigenous people need other people to push for visibility and non-Native folks do that specifically. It’s addressed on the tag because we want them to know it’s OK to support and wear it,” Montoya said.
The launch with REI will start with an initial order of 3,000 caps and 4,000 beanies nationwide. REI has placed more orders throughout June for about the same volume, Montoya said.
This story was originally published January 8, 2022 at 5:00 AM.
