Over the past year, Director of Product Design John Holschuh has been helping shape the next phase of Terracea’s product collection.

John brings more than 20 years of experience across brands like Under Armour, Eastern Mountain Sports, Reebok, Huk Performance Fishing, and Nomad Hunting, with a background that spans everything from concept to final product.

More recently, that work has gone beyond the design process itself. John and Eric have been spending time testing fabrics, visiting different environments, and working through new designs together—building toward a clearer, more cohesive vision for the collection.

What’s made this dynamic work so well is a shared point of view.

“Build for the Northeast, and you’ve built for almost anywhere,” John says. “Our weather here demands more from our gear, and that challenge drives every design decision we make.”

That idea continues to guide how we approach design. The Northeast throws a lot at you—cold, wind, wet snow, rain—and often all in the same day. It’s a constant test, and one we design for from the start.

From Eric’s perspective, the impact has been clear.

“John has already made a significant impact on our brand,” he says. “His experience and approach to product development have helped align our product roadmap with our focus on building for the Northeast. I’m very confident in the direction we’re heading.”

Together, the focus is simple: continue refining the collection—better materials, more thoughtful design, and a more cohesive direction overall.