100-Year-Old Outdoor Recreation Brand Went Full Woke. Its Third Bankruptcy Soon Followed.

Go woke. Go broke. The saying is becoming so commonplace that it almost bears no significance.

But in some instances, a brand that’s already going broke suddenly decides to go full throttle on woke. That’s exactly what outdoor retail store Eddie Bauer did in recent years, and now, the operator of the century-old store has filed for bankruptcy, marking the third bankruptcy filing for Eddie Bauer in the past 20 years.

The jump into LGBT craziness probably wasn’t the main reason behind Eddie Bauer’s downfall, but the company’s wokeness didn’t help it return to its former glory.

In 1920, 21-year-old Eddie Bauer set up shop in downtown Seattle, focusing on repairing broken tennis rackets before he started making his own golf clubs and fishing tackle, and in the 1940s, he developed his first jacket. The business also made jackets and sleeping bags for American troops during World War II.

Bauer soon got into more clothing retail and expanded his operations. He was a good old-fashioned American entrepreneur, who built a successful business through hard work and good ideas.

Fast-forward 100 years, and Bauer’s company was arguing for America to “Get outdoors, but make it gay.” Yes, that is a real article published on Eddie Bauer’s website in 2022, written by lesbian freelance journalist Erica Zazo.

“Nature has always been an escape for me and my wife. Since Mother Nature does not discriminate, we’ve been able to fully explore ourselves and our partnership in the outdoors without the societal pressures, influences, and impact that often harm LGBTQ people,” Zazo wrote.

In 2023, Eddie Bauer’s website featured an article lamenting the lack of LGBT “representation” in “the outdoors.”

“If we love nature and want everyone to experience its many benefits, we need to make sure everyone feels welcome in outdoor and rural spaces,” the article written by “community leader” Mikah Meyer stated.

Another 2023 article published on the website highlighted an organization that led “backpacking trips for queer and trans people.”

It’s not clear what made Eddie Bauer so concerned about the supposed homophobia of the great outdoors, nor is it clear from those articles how going on a hike or fishing is harder for LGBT people. What is clear is that Eddie Bauer fully adopted LBGT talking points.

Eddie Bauer’s operator blamed declining sales and industry challenges, such as the recent tariff policies, for its struggles. That’s probably partly true, but going full woke as a storied outdoor retail company likely didn’t help.

What Americans want from their favorite companies is quality and reliability, traits that Jeremy’s Razors will always be dedicated to pursuing. With Jeremy’s Razors, you don’t have to worry about getting lectured on the “homophobia of the shaving experience,” nor will you be surprised by drastic changes in company principles. Who we are today is who we’ll be tomorrow — always providing the best shave in the business.

Jeremy’s Razors shares common ownership with The Daily Wire.