Why Struktur


We launched Struktur Event to support and nurture the talented community of designers working at the intersection of creativity, business, and entrepreneurship.


Designers play an essential role in the creation of outdoor apparel & equipment, yet they don’t have the recognition, visibility, or community that designers in other fields enjoy. Understanding how the design process works and produces the most inventive and game-changing ideas is vital to the growth of modern outdoor companies.


Struktur Event takes the profession of outdoor design beyond the usual focus of trend, features, and function into the realm education, leadership, and storytelling.


Struktur Event brings us together. It’s the place to share ideas, overcome challenges and be inspired. It’s an opportunity to connect with a diverse group of talented people and gain exposure to new processes, techniques, and materials. We bring expert voices from within the industry, and beyond, so you get the widest range of professional perspectives.


Struktur Event is about creating connections. We schedule plenty of time during the conference and after-parties for sharing experiences, meeting new friends, and catching up with old ones.


New partnerships, opportunities, and ideas have already developed from the first Struktur Event, and we’re excited to see what emerges next. Join us and add your voice to the conversation.

The Team

Struktur Event was created by Michelle Rose and Sam Ward, husband and wife team with a passion for great design and an active outdoor lifestyle. Michelle has spent many years designing technical outerwear and apparel for brands like Columbia Sportswear, The North Face, and Title Nine. Sam’s background is in media design and production for brands such as Nike, PBS, and The Smithsonian.


Over the past 20 years, Michelle and Sam have experienced the unique design perspective and entrepreneurial spirit of the Pacific Northwest and it’s influence on the active, outdoor, and now urban apparel and equipment markets. Collaborating on Struktur Event, they combine their knowledge and experience from across design disciplines to present a fresh view and professional approach to the rapidly growing industry of active outdoor design.