A Letter to Our Community

To Our Community,

Charlie walked into Yellow Wood with a friend, pointed at Otis and declared him the best shop dog, identified Debra and me as the owners, and then proceeded to give a full tour of the store, the men’s here, women’s there, and don’t miss the camping section with the hanging sleeping bags, rolled tents, and boxed pads. They wandered for at least half an hour. As they walked out, the girl turned and said, “Best date ever!”

They were in grade school. And this is where they chose to be.

We are Yellow Wood - founded upon the principles of gear, passion, and purpose.

Never in our best dreams did we imagine the hub this place would become… a spot for kids to hang after school (and often literally in our Eno tripod!), a place where friends could mingle and talk about anything, a shop where people from around the world would marvel at the breadth of high-quality gear from brands they’d never heard of and quickly learned to love and trust.

We are proud of the carefully curated items that graced these shelves. We were proud to carry brands that belonged to 1% for the Planet and that were Bluesign certified. Between our staff and us, there was little we didn’t “pro-test” - tried, tested, and truly enjoyed. We also ventured out to places including Base Camp Everest, Machu Picchu, Kilimanjaro, and Patagonia. We hiked with Fjällräven in Colorado. And we watched you travel the world, sending us photos from near and far, our Yellow Wood flag waving amidst stunning landscapes.

Thousands of trees have been planted through your purchases of Oboz and tentree products. We learned about the causes closest to your hearts and donated more than $100,000 to over 30 organizations uplifting our community. We shared our wisdom and honest advice, not always selling you what you wanted because it looked great, but what you needed for the adventure ahead. Boots for Iceland that would still be perfect for countless dog walks years later. Jackets sold off our backs because it was exactly what you needed. And sometimes, the suggestion to wait and buy the jacket at your destination, so it would become your favorite souvenir.

We’ve had amazing vendors, wonderful customers, and many who have become friends we will cherish forever. Some of you became regulars. One of you is now engaged to our daughter. Some of you worked here - or your kids did, or even your parents. Some trekked with us. Others stopped in just to say hello. We hold the memories we made with every one of you close to our hearts.

Our staff has been an eclectic mix of students, outdoor lovers, and retail professionals, and they shaped Yellow Wood into something special… into a cherished place that’s been a part of the Whitefish Bay and greater outdoor community heartbeat. We’ve hired well and are grateful for the time, energy, and passion our team has shared with you. Some of these gems will be looking for their next professional adventure and you’d be wise to hire any one of them; this team is the reason we’ve received glowing reviews and why customers kept coming back. 

People often ask, “How long have you been here?” We’ve been able to proudly answer: 11 years. We’ve watched your kids grow from being held in your arms to curious and rambunctious middle schoolers - or from there through high school - or from there through college and beyond. And yes… we’ve aged too. So has Otis, that adorable puppy who became the perfect shop dog - and is still as adorable as ever.

Another memory - a tough part of our journey - one night, very late, our alarm went off. The front window was shattered. A jacket was gone. By noon the next day, a vellum sign hung in the window with Sharpies attached, inviting you to write. That sign, filled with your love and support, is our most treasured keepsake in this shop. You shared your love for us and for that we’re forever thankful.

And now, it’s time to say thank you one last time.

With gratitude, pride, and many mixed emotions, we will be closing Yellow Wood at the end of March 2026.

We opened with Robert Frost’s words in 2015, and we’ll close with them now:

“Two roads diverged in a yellow wood…
I took the one less traveled by,
And that has made all the difference.”

Thank you for walking this path with us.

With sincere appreciation, Moshe, Debra, Cyd, Jess, Sarah, Brian, Roman, and Serena… and of course, OTIS!