We’ve long carried merchandise at our brewery Gift Shops and online. Visit our hometowns of Chico and Mills River, and you can often spot Sierra Nevada sweatshirts and tees around town.
“It’s sort of the Chico uniform,” says Neil Chappel from our Brewing department.
But it’s not just our customers who sport our gear. “I wear our flannel shirts pretty much every day,” Neil adds. Take a walk through the brewhouse and you’ll see he’s not alone; most Sierra Nevada employees wear our golden scroll.
So, when we set out to launch a new apparel collection, we knew it couldn’t just be stylish. (Though it is stylish.) This gear would also need to stand up to the demands of the brewhouse.
We’re proud to introduce the Roots Collection, a new line of apparel and gear designed for both the brewhouse and the street. It’s stocked with hoodies and crewnecks, shirts and tees, hats and beanies—all designed with our fans and our employees in mind.
Neil is particularly fond of the sweatshirts in the collection. “They’re great for keeping me warm in the hop cooler,” he explains.
Indeed, to ensure the freshest possible flavor in our beer, we keep our hop staging cooler at a brisk 40 degrees. Spend half your day in there, and you need to be prepared.
Neil also regularly rocks the Heritage Long-Sleeve T-Shirt. “The long sleeves keep my skin from getting itchy when I’m elbows-deep in hops,” he explains. Fresh hop plants can irritate the skin, so the right gear is crucial. “It might sound strange,” Neil laughs. “But it’s true!”
Of course, the collection isn’t only made for work.
“I get so many compliments from friends on the crewneck,” says James McCrigler from our Cellar team.
The crewneck in question is the Heritage Bold Crewneck Sweatshirt (you can find James sporting it here), which is made with midweight recycled fleece. Not only does it keep getting softer with every wear, it also keeps seven 500ml plastic bottles out of the landfill, laddering to our sustainability commitment.
Move on to the hats and there’s a variety of styles to fit every occasion—and every head.
“For the longest time, every hat made me feel like Elmer Fudd,” laments Ryan Arnold on our Digital team. “Just so tall on my head.” But for Ryan, the five-panel Camp Hat is a Goldilocks of a lid. “When I discovered the low-profile camper hats, my confidence soared. I’m wearing the Camp Hat all the time.”
Of course, the Marketing team opts for louder and prouder.
“I’ve wanted a shirt with a big golden scroll forever!” says Robin Gregory from Creative Services. She wears the Heritage Bold T-Shirt. “It’s super soft and the little pocket is so cute.” But Robin’s favorite part is the embroidered scroll on the chest. “I’m proud of our brewery and like to represent.”
James echoes her sentiment. “It’s an honor to be a part of the rich brewing history of Sierra Nevada.”
Long story short: it’s a collection durable enough for the brewery with plenty of style to match. And like everything we put our name on, the Roots Collection is built to last.
Stop by the Gift Shop next time you’re at one of our breweries to peruse the goods with a beer in hand. Or check out the Roots Collection on the online shop here.
