War (/wôr/) noun:
A sustained effort to deal with or alter a particular situation or condition.
We get asked all the time "Isn't war bad?" or "Why would you make it part of your identity?" The answer is that, for us, war isn't between people - it's within. It's about the aspirations, ambitions, goals, dreams, and desires that form the basis for the struggle that is the human experience.
That universal experience - that striving to be better than you were the day before - is the true unifying force behind not just the climbing community, but nearly every community either of us could recall. No matter what you and the members of your community are striving toward - your 'reason' - the striving itself is what makes you part of the biggest community of all.
That's why we call ourselves WAR - Wares for All Reasons.
Back in June 2017, Peter and Jordan met for a session at our local gym and asked themselves a simple question: despite the well defined aesthetic, why is it that no one seems to wear clothing designed for the sport generally, or for the community in particular?
The answer they found is that as gyms have emerged as a more accessible path to entry to the sport, the community has become younger, more urban, and more ethnically and economically diverse than ever before. Despite this trend, legacy brands have continued to pump out over-engineered, super expensive gear that looks like it belongs in a time when the community was still exclusively rich people and full-time dirtbags.
From this point forward, they began imagining an apparel line that merges the aesthetic and functional needs of this next generation of ‘urban explorers’, starting with a pair of jeans that can take you from the office to the gym, the crag to the bar, the trail back home to the couch, and everywhere in between which would eventually become Wares for All Reasons.