During our appearance at Outdoor Retailer Winter Market in January of this year, we had the opportunity to meet and ultimately form a retail partnership with Ferrall Dietrich who, at that time, was in the midst of preparations to open an activewear boutique in Washington, DC. We’re delighted to announce that her store, Core 72, has recently opened to cater to the area’s active yet fashion conscious female clientele and will feature MPG!
The name, Core72, is a combination of the word ‘core,’ which evokes strength and power and 1972 is the year Title Nine legislation was signed into law in the US, creating equality between men and women in athletics. The essence of Core72 is strong, powerful, active and athletic women.
Core 72’s carefully curated and edited collections feature a wide range of apparel and accessory brands from the activewear market segment to include products especially well-suited for running, cycling, yoga/pilates, travel and lifestyle with a seasonal focus on stand-up paddling, swimming and/or skiing.
After learning Ferrall’s boutique would be located in a thriving urban setting amdist galleries, chic restaurants and fitness studios and also hearing her typical customer would be sophisticated and accustomed to high street shopping, we were able to tell a story using MPG merchandising that would reflect the feel and aesthetic that Core 72 would embody. We agreed that in order for her to stand out as a go-to retail destination we would mix groups and introduce tonal colors, texture and multi-purpose applications into each group, thereby providing the same service and selection as any high end designer boutique.
– Kathleen O’Connor, MPG West Coast Sales Representative
The principal philosophy behind Core 72 is one that we here at MPG wholeheartedly endorse and intrinsically share:
At Core72, we are passionate about the outdoors and the unstructured opportunities it affords us as women. We believe that the more often we step outside of our comfort zone, the stronger we become, the better we feel about ourselves and the more we empower those around us to do the same. We believe in tackling the unknown head-on and taking those risks that ultimately prove so rewarding, so fulfilling and that make life complete.
The individual behind Core 72, Ferrall Dietrich, is an avid sportswoman with a wide breadth of experience in hundreds of off-road races – from multi-day adventure races to ultra marathons to equestrian endurance rides. She spent months camping and trekking throughout Asia and the Himalayas with her husband Mike, and most recently racked up a total of 30,000 miles on the road, camping with her boys and dogs across the United States over three summers.
Drawing much of her inspiration and joie de vivre from the outdoors, and the exploration thereof, Ferrall can often be found on daily runs through the woods or on a 2-month camping trek, all of which she credits to keeping her young by allowing a reprieve from the day-to-day chaos of modern living.
Core 72 is the realization of her longtime dream of melding the serenity of the mountains with the energy of ‘urban playgrounds’ to create a local intimate retail environment that caters exclusively to urban women and their active lifestyles.
MPG is exactly the kind of company I hoped to bring to Washington D.C. when I dreamed of opening Core72 years ago — functional and technical activewear, founded on the premise that as women we can be athletic and strong yet be stylish and look amazing at the same time. I love MPG’s uniqueness, color palettes, edginess and willingness to push our boundaries a bit. And based on the reaction we have had so far, I think DC women are really ready for this incredible Canadian company.
– Ferrall Dietrich
MPG is proud to call Core 72 a retail partner and looks forward to a long and mutually beneficial relationship.