Grand Junction’s own Loki Outerwear moves downtown

Caitlin Row
Courtesy Photo
Staff Photo |


Seth Anderson is 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 created 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.

To reach more folks and expand in size, Loki Outerwear — a Grand Junction-based business featuring techy, functional clothing — is moving downtown from the Redlands.

Its new location, at 445 Colorado Ave., is undergoing a major transformation inside and out to be Loki’s official headquarters (retail, product storage and offices). And Loki owner/spokesman Seth Anderson said he aims to reopen to the public by mid-July, with a grand-opening celebration to kick off new Loki products in the fall.

“It will be more convenient for customers to come see us,” Anderson said. “We’re hoping for at least 30 percent more foot traffic in the first year.”

An expanded Loki retail area will feature local artwork and a hangout area with kids toys. Offices will be upstairs and all Loki products waiting to be shipped will be stored on site as well, consolidating Anderson’s business from California. The front of the retail space will also be restored, with full front windows. And the red awning out front is coming off, with a metal Loki sign to be installed (possibly with moving parts).


As part of Loki’s move to Colorado Avenue (one street south of historic Main Street), Anderson is also reaching out to fellow shop owners to create a business cooperative engaged in drawing increased foot traffic from Grand Junction’s busier main drag.

“I want to really invigorate the downtown shopping scene,” Anderson said.

To do just that, the Grand Junction businessman has envisioned a large, mural-like sign at the corner of Colorado Avenue and Fifth Street to welcome shoppers to town. It would say “Colorado Avenue Market,” be reminiscent of the Colorado flag featuring fruit and wine, and it could possibly be placed on the Adams Vacuum and Sewing Center building wall, which Anderson confirmed has already gotten tentative approval from the building owner.

A sign like that would create a new downtown destination, Anderson said, and it will combine “regional history, pride and identity” to the lagging city area.

“I would like to attract more fruit and wine businesses downtown with this concept, too,” he added, as well as more outdoor/recreation businesses.

Anderson noted that he’s already reached out to shops up and down Colorado — from Enstrom Candies to Naggy McGee’s and everything in between. And, though the concept is still being sussed out, Anderson said it’s so far been met with enthusiast support.

“This is us,” Anderson explained. “This is a community effort to help ourselves. We’re not asking the government to solve our problems. What we are really asking for are people in this community to come downtown and be part of a vibrant downtown scene. We have one of the coolest downtowns that I’ve ever seen.”

Other components to Anderson’s vision for a Colorado Avenue Market include unique events, and possibly even hosting an extension of Grand Junction’s Main Street Farmers’ Market.

“I think it’s a great idea,” said Alex McDonald, who works at Grassroots Cycles at 401 Colorado Ave. “I support creating an entryway to downtown on this street, I’m pretty stoked that Loki is moving onto the block.”

McDonald also said he’d support anything to increase foot traffic to Colorado Avenue, especially in the outdoor/recreation demographic.

Harry Weiss, executive director of the Downtown Development Authority, also voiced preliminary support for Anderson’s vision.

“Seth is a great font of ideas,” Weiss said. “I’m so excited to have him downtown! The next step is to sit down to get more detail and see how BID resources might be used.”

For more information about Loki Outerwear, visit

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