Since first bringing its products to market three years ago, Vallation Outerwear in Poulsbo, Washington, has steadily grown its customer base and presence in fishing gear shops around the U.S. coasts.
“We don’t do a lot of advertising,” says company founding partner Cory Jackson. “We’ve gone to Pacific Marine Expo every year, and the Maine Fishermen’s Forum last year. We’re supporters of the United Fishermen of Alaska and the Maine Lobstermen’s Association, among others. Mostly, we find people try our gear, like it, and tell their friends about it.”
Vallation has a line built on jackets, pants, and bibs. “We started with the Dark Rain jackets, pants, and bibs,” says Jackson. “Those are your nylon with 10K water resistance and 5K breathability ratings. We also have the Ocean Watch line, which has more breathability, and the Ocean Rein, made from PU. Jackson notes that the Ocean Rein PU foam provides more flexibility but can be less durable than PVC products. “Last year, we added the Ocean Watch and Ocean Rein Pullovers,” says Jackson. “We did that with the Bristol Bay gillnetters in mind. The less places you have to snag, the better.”
Vallation is largely a family business. Jackson’s father, Dave, was a co-founder of Grundéns USA, and he is on board helping with product design and development, as does Jackson’s brother Taylor. “Taylor also does our social media and photography. He seined for a couple of years in Southeast Alaska.”
The design process is all done in house, Jackson points out, “And we are constantly improving products,” he says. “We listen to people using our gear and tweak the designs. Little things like the cord locks on the hood; we had them on the outside, but we moved them to the inside. One less thing to get snagged.”
Jackson wants to stick with his core products, but he is also looks for opportunities. “If we see a hole in the market, or we see how we can do something better, we’re going to do it.”
Another new product Vallation introduced last year is fleece underlayers, the Noyes Island Pullover, and Pants. “The Noyes Island Pants are a great value, and they’re made to slide into a deck boot,” says Jackson.
“We don’t do boots. People ask us, but we’re not there yet. We sell insoles and boot socks along with a few other accessories.”
Vallation also makes bags, a 90L duffle, and a 27L roll-top backpack. “We put shoulder straps on the duffle for when you’re moving through airports. But it’s the bag you put on the boat and live out of when fishing. The roll-top backpack is more for when you’re going into town or something like that.”
Steadily, Vallation is making its presence known in the industry by focusing on its core line of products and listening to fishermen.
