Caitlin Rowcrow@gjfreepress.com

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August 30, 2012
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WHO WE ARE: Seth Anderson - a man with a purpose

An entrepreneur, an artist, an adventurer, an outdoorsman, a father, even a historian of sorts - Grand Junction resident Seth Anderson takes all these roles quite seriously, along with a zesty devotion to the Grand Valley's unique beauty.He loves where he is, what he does, and what he stands for - an active Colorado lifestyle based out of Grand Junction, a passion for recreation - now mainly hiking and "scrambling" around the Colorado National Monument, living a creative life (he's a painter, too), and being there for his family. Seth, now 38 years old, is also a huge John Otto fan, admiring Grand Junction's very own historical figure for his love of the Colorado National Monument, as well as his early support for women's suffrage and race equality."He was considered crazy," Seth added. "I appreciate his outspoken nature for what is right, and I share his love for the outdoors."Seth is additionally co-founder of Loki Outerwear, a brand of techy clothing meant to be "the Swiss-army version" of functional outdoor wear. He, along with his brother, Dirk Anderson, designed a variety of Loki styles, starting with its well-known hat - a patented fleece creation that can also be used as a mask or a gaiter. They designed a variety of other products as well, including jackets with handy features such as the Loki Mitt (built-in, waterproof mittens). All Loki products are created to sustain a variety of elements - cold, heat, rain and wind."My brother, Dirk, is 10 years older and he got me backpacking and climbing," Seth said. "Together, when I was 16, we climbed Mount Sneffles in 1991. That day the weather was bitter cold, then it warmed up. It was super hot during the day and on the summit it snowed. I wanted less gear to carry that could do more - vent, be warm, be small."And that's how the concept for Loki was born. Seth and Dirk began with the hat - Dirk wanted a multi-functional option, so Seth started experimenting before he came up with the now patented style in 1997. They called the hat Loki, after the Norse god who was both a trickster and a shape shifter. "It was also a play on words - low key," Dirk said. "We wanted something that was unobtrusively transformational."As the original piece of Loki gear, it's for sale online, through retailers and at their Redlands store.According to Dirk, the Loki concept was "born of our love of the outdoors and doing things together. We come up with a lot of ideas for the products, and have more ideas." However, he said Seth was the true spirit behind Loki Outerwear and it wouldn't exist without his brother's passion for it.While Seth and Dirk remain on the design side of Loki, it's now a partnerships with two other men - Jess Rigg and Rich Houghton - who manage the business side of things. Dirk also works at Grand Junction's St. Mary's Hospital, where he has set up a health care information sharing system to promote better care and cost-savings."We're all good at different things," Seth said.

Besides designing Loki products, the Anderson brothers have a shared interest in standing on mountain peaks - they've summited many Colorado 14ers, and they even climbed Alaska's Denali for Dirk's 40 birthday in 2005."It's one of the best times I've ever had in my life, for sure," Dirk said of the trek. It was on a list of 100 things Dirk wanted to accomplish in his life, and Seth was there to share it."He's my hero," Seth said of Dirk.While Dirk still has big-mountain aspirations, Seth's goals stay a little closer to home - he said he wants to climb the highest 200 peaks in Colorado."You get to see a lot of the state," Seth said. "When you hike up them, they purify you."While the mystique of mountains still excite Seth's adventuresome nature, they're less important to him now. It's more about the people he loves - his family including wife Randi Marsh and their son, four-year-old Asa Anderson. After a well-known avalanche accident on the Grand Mesa in 2010, Seth has had a long road to recovery. But he said he feels pretty good now. The accident - which caused multiple leg breaks and infection - had a positive outcome, too."So many people came to see me (in the hospital)," Seth said. "I had no idea that so many people cared about me."For more information about Loki Outerwear, visit www.lokigear.com or go to the Redlands store, located at 2249 Broadway, Suite 8.


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The Post Independent Updated Aug 30, 2012 07:58PM Published Aug 30, 2012 06:15PM Copyright 2012 The Post Independent. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.