Hmm, another example of a defunct business. It took a little guessing on my part due to the disintegration of the sticker but I'm fairly confident that the company behind it was the The Madness Co. They no longer have an active site but there remains a memory of them on Tumblr, Twitter, and other social media platforms. It seems like they were a company that focused on creating gear and apparel for outdoor activities. While I could rehash the ideas of defunct businesses retaining a presence in the world with their stickers and online memory again, I thought I would instead look at the activities they used to supply products for.
If you look closely at the logo you can see how the M is designed in a way to invoke the idea of a mountain range. So while the name of the company doesn't immediately bring outdoor sporting to mind, there is a hint of it with the logo. Reading over what is left of the descriptions out there of this company, it appears that the idea behind the name was that wanting to leave the comforts of society behind to rough it out in the wilderness is an acceptable form of madness. That their products were for people who were looking to live a simple and adventurous existence. While this is certainly not a terribly unique idea, the Transcendentalists were spouting the need to return to the simplicity of nature back in the 1800s, I think that calling it madness is a bit ridiculous. There's a beauty in being entirely surrounded by nature and a sense of pride to being able to overcome the natural obstacles out there to see it. Just looking through the photos they had posted to their Tumblr is awe inspiring. Having that desire and drive to be able to reach those heights and see those kind of sights is truly impressive. However, I have to admit that I've never really been an outdoorsy kind of girl. I never saw the appeal of camping out in the woods, if I really wanted to see some trees I just needed to look out a window since our property was mainly woods. I've been climbing a couple of times inside but never been enthralled enough to really attempt rock climbing outside. My one best friend has been telling me for years that she's going to pop my rafting cherry, still waiting for that trip though. It's not that I don't appreciate nature or being outdoors, I quite love going on little hikes in the local parks and getting lost in my surroundings, I've just never felt the need to go all out on a trip. I'm sure one of these days someone will convince me to join them on a trip that will give me the chance to capture breath taking photos of my own but until that day I'll just have to be impressed by others.
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Maggie Ondrey
An amateur photographer and writer capturing a small portion of the city. Archives
August 2017
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