You couldn’t fail to notice that the real story of the Windham World Cup (after Aaron Gwin’s ridiculous winning run, and Rachel Atherton securing the women’s title with one round to go) was that the one and only… the legendary… Missy Giove was back in town and on a bike racing. If you don’t know about Missy Giove and her story then you should know that she helped shape and form what modern day downhill racing is all about, check out an interview we did with her here.
She was wild, both on and off the bike. Check through any of the race reports or stories from Windham this year and you will soon see that she stole the show. For many racers (and the odd team manager) they were in awe and star struck on meeting ‘The Missile’. Missy had nothing but good things to say about mountainbiking in 2015.
One thing I couldn’t help but notice was that she was fully rocking a brand that we here at Dirt had never heard of, ‘Weevil Outdoor Supply Company’. None the wiser we searched the web and came up with a rough idea of the brand; Based in Athens (Georgia), with San Diego and Mills River offices, they were obviously into bikes, but there was also some skate and ‘good times’ influences in there. Their website said “Weevil Outdoor began in 2010 as an idea between two long time friends (Joshua Gaura and Michael McGraw) who shared a deep passion for the outdoors and were tired of the 9-5 grind. The concept was simple: use a higher level of design to create t shirts and hats that showcase some of the diverse outdoor activities they loved. Pulling from their interests in mountain biking, hiking, snowboarding, and climbing… Weevil Outdoor was born!” The company has grown since then, introducing new designs and products, but we needed to find out more, so we got in touch with Founder/Owner Joshua Gaura (in charge of Marketing, Logistics, Design, Business, whatever…) to get the low down.
Your motto is “GET OFF THE COUCH AND GO OUTSIDE!”
Weevil’s philosophy was shaped from our recollection of the way life was and still should be, fun! It’s a lifestyle, a mindset of simplicity and excitement derived from our youth and growing up in the outdoors. From early childhood backcountry skiing, to the evolution of snowboarding, BMX, kayaking, fly fishing and more, our company’s members have been there breaking in life the only way we know how… full tilt and in the great outdoors.
With hard earned dollars saved, modern technology at our side, and the ambition to break the away from the mould, we were able to join forces and bring our passions to the table. We used our past as the template and our talents to breathe life into a company we were excited to share based on these ideals. Sharing a lifestyle that celebrates getting back to nature, simplicity, and strength through ideals.
Through focus, unique-clean design, and quality products we bring you something you can be proud to wear. Outdoor inspired designs that transition off the trail, for people who want more for their hard earned dollar. Designed by people who want to share their passions as much as you do. We thrive on small collaboration projects and partnerships with like-minded companies. Outdoor inspired products by outdoor people!
You seem to have come from nowhere, what are your backgrounds?
Here’s a little history and stuff: I am a musician and outdoor junkie. Born 1972, and raised in Silverthorne – Summit County Colorado. I grew up back country skiing, snowboarding, riding dirt bikes, BMX, mountain bikes, fly fishing, and hiking. Spent some time in Northern NY as parents were separated, so I bounced back and forth a bit. Met Matthew Conto in summer school as kids in Northern NY and struck up a lifelong friendship – boarded, skied, skated, biked in the northern NY Mtns. We partied our way through college in Potsdam NY, I then moved back to Colorado.
Met Michael McGraw (Design Major from Pennsylvania) while bartending and bumping chairs for Vail Resorts where I also met my wife. We were acting in a movie that went upside down in Breckenridge CO and stuck up a friendship. We started a band, played tunes at the local joints a bunch, oh yeah… we are both musicians. We played music together for years and moved to San Diego to play our way through Cali and surf! My wife finally ended the madness… she dragged me to Athens GA kicking and screaming (I was afraid of the south at first) where she attended grad school. I eventually started a technology company with a couple of guys and did really well!
I walked into Tifosi Optics to service their technology one day and this shadowy figure behind a packing station in the warehouse says, “Josh… what the [email protected]#..!!” I couldn’t believe it, Matt was living five miles away in Watkinsville racing DH bikes and working for my client Tifosi. We picked up right where we left off, started riding MTB together and the rest is history.
In 2010 I formed Weevil with Michael (Conto, VP Sales) and kicked it off at Beech Mtn Nationals with Matt, Sea Otter followed. He hadn’t come on board yet because we didn’t want to interfere with his Tifosi gig, so we waited. Matt eventually came on board as a partner and we turned things up a notch – he hired rep groups and used his awesome sales experience to help us grow. Over the years we helped sponsor local events, races, riders, trail building, whatever would help fuel our fire. Eventually we grew roots and larger companies were soliciting us to co-brand/make/design product for them. We were opposed at first as we didn’t want to de-value the brand, but things started to make sense with the collaborative brand value add and definitely cash flow. It eventually became the most important piece to growing the brand as larger national companies came on board and help fuel growth.
We still maintain our focus on the Weevil brand, being number 1 always! The customer work we do just another a value add to our machine for sure. It helps companies proudly represent their brand alongside ours and helps stimulate local economy with our Athens based production.
We have co-branded and done collaborative work for both small and large bike/outdoor shops around the country. We are also working with larger national companies and breweries like Terrapin Beer Co, Oskar Blues, Vitoria, Kuat & Fleet Feet to name a few. Things have really taken off for us 2015 and we certainly don’t plan on slowing down any. We are always working on adding new products to our line-up and currently developing a new YukSak (a bag for your stinking clothes).
On your instagram feed you seem to have a mix of MTB, skate, etc.?
Yeah, we focused on MTB to kick things off with and it seemed to really take off. Riders and athletes of all kinds started hitting us up for flow deals. We picked from a family of folks who already had some connections with us and weeviled them out in exchange for marketing pics which we use on a regular basis in social media.
Who does the artwork for your designs, the hand drawn stuff?
All artwork is done in house by Co-Founder Michael McGraw and myself.
You were brought to our attention because Missy Giove was representing for you out at the Windham World Cup… she was plastered head to toe. So how did that come about?
Ethan Quehl, who is a one of our riders and a really good friend of ours, introduced us to Missy at Snowshoe WV opening season this year. We rode some DH and hung out all weekend with her as well as some close friends. Missy is such a great person, we have really had a blast working with such an icon of the sport and great hearted human being.
So there you have it, that is Weevil, check then out here.