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Some years earlier, in 1897, C.C. Filson had begun creating his eponymous clothing for gold miners hunting to strike it rich in Alaska, and hence, using the two makers as well as the nascent Manhattan retailer Abercrombie and Fitch Co., the outdoor-clothing business was born. In 1928, Willis took on Howard Geiger as a companion, and Willis & Geiger set to work outfitting the era's most famous explorers: Teddy Roosevelt, Ernest Hemingway, Charles Lindbergh, Amelia Earhart, Roald Amundsen, Admiral Richard E. Byrd, Sir Edmund Hillary, and Tenzing Norgay, to name a handful of. They manufactured private label gear to outdoor brands like L.L. Bean, Abercrombie & Fitch (the "Fitch" was added after one of Abercrombie's regular customers invested in the company in 1904), and Eddie Bauer. Despite the brand's deep heritage within the clothing market, Willis & Geiger-which Town & Country magazine once called the "granddaddy of outerwear"-is widely unknown today. So what happened? It was bought and sold over and over, by a variety of corporations, along with the brand only lives on via eBay auctions and several pieces of clothes from Lands' End that appropriate Willis & Geiger in name only.

Abercrombie UK went out of business in 1977, leaving Willis & Geiger as its largest single creditor due to all the private-label business. Howard Geiger was asked to chair the bankruptcy committee and turned it down because he felt that his position wouldn't be as objective as it should be due to his many financial interests in Abercrombie & Fitch.

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