37.5 flash shop opened on the cliff For the fashion industry, the flash store has become the most common channel for new brands to promote new products, but home outdoor companies have taken this fashion trend to a new height.
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Cocona, a biotech Co., Ltd. specializing in outdoor brands, set up a flash for outdoor equipment for climbers on a cliff wall (approximately 300 feet high) in Aordorado Canyon, Colorado, USA. store.
Although the indoor area of ​​the store is small (only a few people can accommodate), it is a collection of sports brands such as Adidas, Point6 and Rab. More specifically, all clothing provided in the store uses a biotechnology called 37.5 developed by Cocona, a technology that allows professional climbers to maintain a constant body temperature of 37.5 degrees while hiking at high altitudes.
This technology is mainly aimed at the sportswear market. Through active particle attributes in clothing, it can absorb or release a certain amount of moisture in the body, thus helping the body to maintain the best temperature and humidity. 
“For more than a decade, in order to create materials that enhance the nature of athletes, we have searched every corner of the world,†said Jeff Bowman, CEO of Cocona Co., Ltd. “But now, we finally found it. It's 37.5."
In order to further test this technology, Cocona invited climbers including a group of professional mountaineers such as Lynn Hill, Jesse Huey and Stefan Griebel to visit. In addition, Dave Bywater, the owner of this flash shop, is also an athlete with 11 years of mountaineering experience. He and Cocona's employees provide free hoodies for all the needy climbers from sunrise to sunset. , socks and other equipment.
Although you can see the flash shop from the ground up, if you want to enter the shop, you must still climb the bare rock to a height of 300 feet by selecting the lines of different difficulty. 
"If the body can release some energy less, even the most intense exercise can maintain the most comfortable state, which means that people can accumulate more energy to complete their favorite sport. This is what our company hopes." About 37.5 The development philosophy, Jeff Bowman explained.
Although the Flash Store was a venue for field testing and was open for only a short span of two days, Cocona said this is not a one-time plan. In order to improve the local climbing route, the company raised $15,000 to draw people’s attention to public land. At the same time, it also donated a $5,000 barrier-free fund for the American Alpine Club and the El Dorado Action Committee (AEC). ) Provide new climbing equipment.
“This kind of flash store is likely to appear in other places in the future and it will be more attractive than ordinary street flash shops,†said Matt Talbot, creative director of the event. “In the future, we will work harder. Provide them with equipment when they need it most.†
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