401 e. silver spring drive, whitefish bay, wi 53217
Hours: M Tu W F 10a-7p | Tr 10a-9p | Sa 9a-7p | Su 12p-5p
Two roads diverged in a yellow wood
Married to Debra and father of Cydny and Gabe, is a family man, a teacher, an entrepreneur and a community activist. He has 25+ years of experience in his real estate ownership/management business. Moshe has utilized his masters ... Read More
Married to Debra and father of Cydny and Gabe, is a family man, a teacher, an entrepreneur and a community activist. He has 25+ years of experience in his real estate ownership/management business. Moshe has utilized his masters degree in Jewish Education as a teacher at the Milwaukee Jewish Day School where he served as interim Director of Jewish Education for two years and continues to teach there part time for the past 15 years.
He has traveled throughout his life, spent time living in Israel, where he served with distinction in the IDF. Moshe has been a triathlete for the past several years and has also enjoyed several years of century rides for a variety of causes, most especially JDRF. His devotion to the Jewish and greater community in Milwaukee has been recognized by several not-for-profits which is why he is so excited about the unique role Yellow Wood will be playing with it's give back program. He has served on several community boards, raising millions of dollars for a host of causes.
Moshe is an active outdoor enthusiast and has been a 'gear geek' for years. His relationship with Marty started with a gear bond and has grown to dreaming of what combined passions can achieve. "Live your dreams" is a motto Moshe wears with pride and looks forward to the opening of his new adventure in September of 2015!
Born in Vienna, raised in Chicago, educated in Michigan and elsewhere, Marty is the quintessential outdoor entrepreneur. After trading in his passion for sports to camping and climbing at the Hamilton Road Alpine Club in the early ... Read More
Born in Vienna, raised in Chicago, educated in Michigan and elsewhere, Marty is the quintessential outdoor entrepreneur. After trading in his passion for sports to camping and climbing at the Hamilton Road Alpine Club in the early 70’s his life adventure began. Devil’s Lake, WI became a second home from which a small gear sourcing company was born. Primary Source distributed European gear and clothing for several years while Marty established Erehwon Mtn. Supply in Chicago and Madison.
These initial business endeavors led to years of involvement with the outdoor industry in various capacities. He is credited with creating the first national sales rep group composed of climbers and adventurers; ROUNDTABLE ASSOCIATION. Marty often planned strategic marketing programs and directed product development for numerous emerging and established makers of the era; Sierra West Wilderness Experience, Snow Lion, Moss Tents, Dana Design to name a few.
During the 1980’s he developed his own label COUNTRYSIDE OUTFITTERS, a collection of British woolen accessories and clothing along with Asian made down parkas and coats, primarily for urban markets. Marty sold and shipped products to major outdoor retailers around the country from a small warehouse in New Hampshire.
Almost ten years ago he was lured back to his roots in the heartland by family and friends. Here he renewed his Erehwon experience while directing the opening of the Milwaukee store in 2009 and managing it for several years thereafter.
Moshe was a frequent patron in the store and they started a dialogue about gear that overtime became a friendship. The concept for a retail venue with passion and a purpose began to emerge during their frequent conversations. In fall of 2014, Yellow Wood sprouted from a few heirloom seeds. Watch them grow!
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