The runways of New York City, Paris, and Milan may seem millions of miles away from the mountains Mast General Store calls home, but the world of high fashion isn’t foreign to us. We keep up with trends and interpret them in our own functional, outdoor-inspired, everyday way.
No matter where you’re from or how much haute couture you can handle, who doesn’t get excited to bust out bright colors, bold patterns, and light fabrics as soon as spring’s first warm days break winter’s drab spell?
Our spirits first rise at Mast when we change out our storefront windows. Mast’s Visual Merchandising (VM) Team thoughtfully places merchandise from each department of the store to tell a compelling story in eye-catching form.
"In many of our communities, the Mast windows are the highlight of the downtown," said VM Program Coordinator Elizabeth Lowe. "We have locals who claim to 'set their season' by the windows of the Mast General Store. Spring windows are some of the most vibrant with their beautiful pastels colors and tulips scattered through the displays. For many, it is the true sign that winter has passed and the sunshine is on its way. As the Visual Merchandising department, it is our joy to be part of the arrival of spring."
Inside the store, Mast’s staff also builds special displays called strike tables that feature products showing off the season’s newest wares. Creating these visual displays is one way that Mast conveys the experience of what spring looks like and how it fills everyone – guests and staff alike – with joy, hope, and a sense of renewal.
Setting up the storefront windows and building visual displays is also the first time many of our own staff get their first glimpse of what’s new in the store for spring and summer, especially apparel and accessories.
You can see this year’s new arrivals in the spring/summer collection at your local Mast Store. Sure enough, our favorite brands like Patagonia, KÜHL, and Howler Brothers are introducing new and fun springtime pieces while updating colors, designs, and technologies on classic styles.
New Additions
You’ll also see several entirely new lines making their Mast Store debut this spring as well as a couple brands making long-awaited returns. Here’s a quick introduction to Mast Store’s newest lines:
You may recognize AFTCO from its iconic fish logo, which appealingly conveys that the American Fishing Tackle Company crafts apparel with the comfort and protection of anglers in mind. AFTCO includes “fisher-women” among those who love the water and features cool prints and vivid colors perfect for warm weather seasons in its designs. Mast will carry AFTCO’s women’s styles for the first time this spring. Find them in your local store’s Outdoor section.
The Marmot Company was born in 1974 in Grand Junction, Colorado. Its first big break was providing very puffy jackets, now known as the Golden Mantle, for a Clint Eastwood film called The Eiger Sanction. Just like Dirty Harry himself, Marmot is a legend – in the outdoor apparel industry – that doesn’t quit. Following a brief hiatus, Mast welcomes Marmot back to its house of brands this spring.
GenTeal captures the essence of the Southern gentleman, who loves outdoor pastimes, carries himself with dignity, and presents himself in a refined manner. This dapper brand crafts premium quality sportswear and outdoor apparel making it an ideal choice for Easter Sunday, a weekend at the lake, or an upscale night on the town. GenTeal will debut in selected Mast Store locations this spring.
Allbirds began in 2016 with a single pair of wool runners designed to feel better on your feet and tread lighter on the planet. What started as a quiet rethinking of materials has grown into a full collection rooted in natural fibers, understated design, and everyday ease. This trendy, consciously-crafted footwear line will be a perfect complement to any summer outfit.
Founded in 2011, Lems Shoes started as a small, independent effort to rethink what footwear could be — lighter, simpler, and built around natural comfort. A single minimalist design has grown into a line of shoes that favor function over fuss with wide toe boxes, flexible soles, and pared-down durability. Lems are a go-anywhere shoe built to handle summer excursions and stylish trips to town.
Brief Insanity brings a bit of humor to the everyday, turning something as simple as comfy loungewear into self-expression. Known for its playful prints and easy-wearing gags, Brief Insanity upholds the summer tradition of never taking anything too seriously. Pack these soft jammies for vacation or wear them at home anytime you need a good laugh.
What says “summer vacation” more than a road trip? Wild Tribute honors the United States’ national parks, forests, and oceans with hand-drawn designs on comfy apparel. To top it off, Wild Tribute donates a portion of every purchase to support conservation efforts benefiting the very landscapes that inspired their art. Celebrate our nation’s 250th year by choosing a shirt featuring one of your favorite drivable destinations, and, if you can, make plans to venture to it and America’s many other scenic wonders.
Playful, practical, and made for the everyday adventures of childhood, Julie + Joe creates easygoing kids’ apparel that often doubles as charming keepsakes. Designed with both parents and little ones in mind, each piece is comfortable enough for all-day wear and sturdy enough to handle whatever your kiddo encounters. With bright colors, relaxed fits, and quality constructions, Julie + Joe makes apparel that allows your child to live their best life during the spring and summer.
On Trend
From new brands to new styles, there’s a lot of “new” to look forward to at the Mast Store this spring! Now, what are some trends you might expect to see this spring?
According to the fashion blog WhoWhatWear.com, bootcut jeans are making a comeback. Look for examples of this functional and stylish favorite in the Mast Store’s selection of Wrangler.
Earthy chic, woven bags are also hot ticket items for spring and summer. Joy Susan is a line at Mast where you’ll have several choices to embrace this trend.
Forever elegant, count on seeing a resurgence of V-neck sweaters this year. A light V-neck can be especially handy throughout spring and on cool summer nights. Dress them up or down but try a lower neckline for a trendier look. Toad&Co and Coco+Carmen have V-neck options you’ll find at Mast.
The fashionistas at Marie Claire encourage us to mix it up. Mixing prints is “in” this season! We at Mast love to layer for function, which is still helpful when you’re making outdoor plans on cooler spring days, but it’s a practice that can be purely fun as you create mesmerizing looks, too. Within Mast Store’s house of brands, Patagonia, Aventura, Lulu-B, and Habitat are known to feature richly patterned designs and intriguing prints on dresses, tops, and pants that you can mix-and-match as you layer your way into style this spring and summer.
Teal and gold are the trending colors for the season ahead. Expect to see them dappling prints and splashed into summery designs. You’ll also surely spot 2026’s Pantone Color of the Year, Cloud Dancer. Described as a “lofty” shade of white, Cloud Dancer contains both cool and warm undertones and was designed to have a calming effect that creates space for reflection and innovation. Pantone is an international printer that influences all fields of artistic design, so this calming color will likely appear in many different places, including in our apparel, throughout the year. Take a breath as you appreciate its serene tones and take heart that its influence spreads across our society.
With so many new options ahead of you this spring and summer, it’s important not to get overwhelmed. Remember that warm weather fashion should be free-flowing, creative, accessible, personal, and FUN! We hope to see you at the Mast Store in the sunny days ahead, and we’ll look forward to helping style you for your spring flings, summer road trips and all the adventures, vacations, and outings in between.