Industry News 11/10/2015

EVENT: White Sierra: Born From Hard Work, Passion, and The American Dream Annual Warehouse Sale

Family owned in Silicon Valley for 35 years, White Sierra designs and manufactures outdoor apparel for the whole family, creating styles that enable everyone to find what makes the outdoors special to them. In an annual tradition, White Sierra is reaching out to the community to include everyone in their Find YOUR Outdoors Holiday Sale, starting this year on Wed Nov 11 through December 30.   

White Sierra was founded by Paul and Grace Tsui in 1979.  Paul Tsui was born to a middle class family in rural China, and as a teenager journeyed alone to Beijing to enroll into a prestigious junior high school. Tsui was financially supported by his family, comfortable and safe, but alone in a large city.  

Shortly after his move, Paul's hometown fell to the Chinese communist rule, cutting off all communication and financial support with his family, and forcing him to find ways to survive while continuing his education. He chose to enlist in the military as a way to support himself and his studies.  

At only 17, Tsui fled with the Taiwanese military from China to Taiwan. He first entered the Taiwan Naval Academy in 1951 and graduated in 1955. All of the textbooks used by the Taiwan Naval Academy were contributed from the U.S. Naval Academy, and learning English was essential.  

After separating from the military in 1970, Tsui started down a long road to create his own business, starting his career at an exporting and trading company that imported and exported clothing, natural rubber, and consumer goods. Through his world travels, Tsui saw the opportunity to start a new life in the US. With his knowledge of clothing manufacturing, fluent English skills and contacts within the industry, he knew this was the perfect opportunity to follow his American Dream.  

In 1979, the Tsui family sold all of their possessions and moved to the Bay Area, to a culture and country that none of them understood. Their first office was a small 200 sq. ft. room that included their complete inventory and desk space. After attending a variety of national trade shows, Tsui landed his first clients and began production on private label running shorts and tracksuits. 

After the success of their private label brand, the Tsui family launched their own brand in 1984: White Sierra, named after the beautiful mountains close to Lake Tahoe, focusing on design and development of clothing for ski and snow wear. In the early 1990’s, as the American ideal of outdoor activities began to evolve to include family oriented activities. Tsui saw the natural extension of the line and added Spring and Summer product that included outdoor activities like hiking, fishing and family events. In 2000, White Sierra launched their outdoor youth line. 

Now, in 2015, ‘Outdoors’ means many things to many people. White Sierra understands most people don't need to scale a mountain or kayak through rapids to enjoy the outdoors. Earlier this year, White Sierra continued their evolution with a national launch of their “Find YOUR Outdoors” brand campaign, providing quality outdoor clothing for every family’s outdoor adventures, whether that's a day hike with your family or playing Frisbee in the park with friends.  

White Sierra’s warehouse sale runs November 11th though December 30, at the White Sierra Headquarters, 305 Soquel Way, Sunnyvale, CA 94085.