Voormi

Megan English, sales manager at Voormi, poses for a photo on Tuesday in the new downtown shop. Nearly all the clothing at the Colorado-based company is made in the United States and designed in house.

A specialty outdoor wool factory store is opening its doors in downtown Bozeman on Friday.

Founded in 2010, VOORMI specializes in “guide-worthy authentic technical outerwear” made entirely from natural fibers, said the company’s chief technology officer Timm Smith. The company spent the first four years engineering its own fabrics — it’s created eight of them, from lightweight t-shirts to hard-shell ski coats — and makes almost everything in the United States.

“I think our products ... are just built on a completely separate foundation,” Smith said. “It’s not just another wool company.”

According to the company’s website, a “voormi” is a mythological, “yeti-like being” from the Arctic Circle that lived happily in the freezing climate.

Smith said deciding to open another store was a big deal for the company, but Bozeman was the right spot for the next step. The Bozeman shop, at 17 E. Main St., is the company’s first store outside of the flagship shop in Pagosa Springs, Colorado.

“It’s intimidating to come into a new town ... but everybody has been so welcoming and supportive,” said Megan English, a sales representative for VOORMI.

English moved from Pagosa Springs to Bozeman in August to help open the shop, which has hired three retail employees and expects to hire more, as well as several sewers to do in-house manufacturing and repairs.

The front of the new VOORMI shop will be retail while the back half will be a production area, similar to the setup of the Pagosa shop. English said lots of customers in Colorado liked that they could hear the hum of sewing machines running while they looked at the clothes those same people and machines had made.

“I love the sound of sewing machines,” she said. “It’s just so cool to see that resonate with people.”

English said she hopes to inform customers about the history of the company, but also the history of the downtown building and the repurposed checkout “counter” — a boat that spent its life in the Grand Canyon before it became too beat up to continue being on the water.

VOORMI began with creating fabrics and clothing for fall weather, things like sweatshirts and light coats. English said the company “followed the water” into freezing winter clothing, like coats and hats, then into spring and summer gear made for backpacking and fly fishing.

“We’re bringing innovation back into the soft goods world,” English said.

Melissa Loveridge can be reached at mloveridge@dailychronicle.com or at (406) 582-2651.