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  • Camping on a rooftop can be quite the adventure
    Evrgrn (2015) ©
CASE STUDY

Casual Campers: pitching up in the urban jungle

The great outdoors is having a moment. The outdoor apparel industry made $4 billion in 2014. But with more people living in cities than ever before, what it means to be ‘outdoorsy’ is changing. A new consumer has emerged; the casual camper. But who are they? And how are brands engaging them?