S6, Ep 20: All Things Grundens with Curtis Graves and Jim Kershaw

Curtis Graves and Jim Kershaw from Grundens discuss their design philosophy, product journey and customer connection approach on The Articulate Fly podcast with Marvin Cash. Curtis highlights intentional career decisions and overcoming the fear of failure in his journey as the Director of Product at Grundens. Jim shares his background in industrial design and previous work experiences that led him to his role as the Design Director. Grunden's entry into the fly fishing market with the sport fishing collection, featuring durable, value-driven products inspired by their commercial fishing heritage, is discussed. The duo describes Grundens' meticulous design process for their Boundary waders, focusing on problem-solving, consumer-centric features and product differentiation. They emphasize key aspects such as repairability, mobility, suspension system and gravel guards as part of their innovative approach to creating functional gear for anglers. The conversation delves into the intricate design process of creating versatile and durable fishing gear, particularly waders and boots, focusing on future-proofing products with repairability, sustainability and quality materials. Specific features of the Vector and Bedrock waders are compared, highlighting their use cases and design aspects. The discussion then moves to rain gear and wading boots, emphasizing thoughtful design choices for durability and functionality. The focus remains on comfort and performance to enhance the fishing experience for anglers of all levels. Curtis shares insights on field testing fishing gear in challenging conditions like heavy rain, stressing the importance of gear quality and comfort. He recalls a scenario where immediate design changes were made after discovering a leaky jacket before field testing. The importance of hands-on experiences in selecting fishing gear and the dedication to quality control, such as water-beating performance without harmful chemicals, is emphasized. The impact of digital marketing versus personal interactions in retail is discussed, highlighting the value of personalized service at local fly shops and American-made textiles in places like Old Fort, North Carolina. The unique culture of Asheville, NC, and the role of community support in the fishing industry are explored. The episode concludes with a focus on industry education and collaboration to advance textile engineering. The participants express enthusiasm for sharing experiences, educating consumers and creating quality gear for outdoor enthusiasts.