Woosah Outfitters
The Art of Spreading Coastal Vibes
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Take a deep breath in, then exhale. That moment of stillness, peace, and the slow hush of your inner monologue — Woosah. Summoning this meditative feeling, for example, may result from a revered activity or place. Others may have the ease of experiencing Woosah through mindfulness and meditation. For Erica Lang, two things bring her Woosah: carving and printing woodblocks and immersing herself in the beauty of nature. Located in Grand Rapids, Woosah Outfitters offers naturally-inspired art and apparel designed by owner and artist, Erica.
Erica began designing woodcuts in her dorm room, organically evolving throughout her college career, before pursuing art full-time after graduation. Inspired by the outdoors, her whimsical designs reflect scenic landscapes and cultivate a fresh-air experience.
“Spending time in nature is so meditative, just naturally relaxing,” says Erica describing her inspiration. “The overall theme is really just being happy in the moment and spreading that feeling with other people.”
As the carvings evolved, Erica added specialty printmaking to her design expertise, opening her first store the following year — and not long after — the current location of Woosah Outfitters. “The community that started to form around the brand was so cool, everybody is so genuinely authentic and wants to just hang out and chat,” says Erica explaining the move. “I thought it would be cool to open a bigger store with a coffee shop attached to it so we could expand into an event space, and host events for the community.”
Rad Facts
Proprietors
Erica Lang
Location
Grand Rapids
Product
Custom woodblock carvings, prints, apparel and accessories
Philanthropy
Project focused merchandise fundraising
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A community comprised of stoke-induced adventures, matcha tea drinkers, outdoor caretakers, park leisureists, and crackling campfire dwellers – all individuals that rally behind spreading the Woosah through positive outdoor experiences. “A lot of outdoor brands are geared towards being epic in the outdoors — top-notch gear, going on these crazy hikes and summits — but for me, even just spending time in your own backyard is meaningful and connecting in that way,” says Erica explaining how the Woosah brand resonates with her followers.
“Making it approachable to everyone and not making it feel like this club that you have to be a part of by being epic in the outdoors.”
In June of 2017, Erica co-founded Outside Coffee Co., located steps away from Woosah’s front doors, with her partner Kelly McPhee. A parked retro 1956 camper serves as the hub for an assortment of coffee and casual food delights. With the intent to channel a welcoming outdoor environment, Outside Coffee Co. is comprised of lush greenery, hammocks, and insulated domes for the winter. Here, Erica and Kelly foster a unique space to congregate and converse without the noise and hustle of a standard indoor coffee shop.
Erica’s community presence and success took on new strides as she forged collaborations with various businesses and organizations including, Friends of Grand Rapids Parks, Merrell, Urban Roots, New Belgium Brewing, and Harmony Brewing.
“Some of them are nonprofits and others are big companies that inspire people to hit the trails and get outside,” says Erica discussing her partnership values. “They represent all types of bodies, people and companies that really inspire us.”
“Making it approachable to everyone and not making it feel like this club that you have to be a part of by being epic in the outdoors.”
A portion of the proceeds went directly to Heart of the Lakes to help protect Michigan’s lands and water.
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This year, Erica and Kelly launched a new program called Outside Coffee Cause. The program strives to feature an organization that they support every month. “We throw a party to help educate the community and what that company has to offer,” Erica explains. “Then a portion of our proceeds go back to that organization.”
Erica’s art has become a way to connect with individuals who find solace through the outdoors and has proven to be a powerful resource in advocating for these places.
In that effort, Erica collaborated with the Kent County Water Conservation to advocate for the shutdown of Line 5 during Grand Rapids’ biennial art competition, ArtPrize. She designed stickers and t-shirts where 25 percent of the proceeds went to Kent County Water Conservation’s mission to educate and help protect the Great Lakes. “It was my first time activating for this issue and educating the public on what they can do about it.” A petition was placed in the store to collect signatures to shut down the pipeline.
In a subsequent year of ArtPrize, Woosah Outfitters collaborated with Heart of the Lakes to create merchandise for a campaign promoting small daily changes consumers can make to positively impact our environment and planet. A portion of the proceeds went directly to Heart of the Lakes to help protect Michigan’s lands and water.
Erica’s deep passion to celebrate, support, and educate her community on a wealth of issues — ranging from LGBTQ rights, composting waste, and conservation efforts — through her art and events to cultivate a grassroots fellowship.