Yellow Wood, a new store located at 401 East Silver Spring Drive, in Whitefish Bay, specializing in apparel and equipment for camping, hiking and outdoor sports, is committed to offering “gear with a conscious”—high-quality functional outdoor products such as hats, gloves, backpacks, sleeping bags and more, manufactured by small companies. A one-day value purchase opportunity will be offered during the grand opening on October 1.

The ethically conscious owners plan to focus on building relationships with their customers and the community, as well as supporting and fostering partnerships with local charities and organizations. The name Yellow Wood is taken from the Robert Frost poem The Road Not Taken: “Two roads diverged in a yellow wood… I took the one less traveled by, and that has made all the difference.”

For more information, call 414-332-3636, email [email protected] or visit YellowWoodGear.com.