Unfortunately Permagumby is no longer in business. Common Climber thanks Zoe for the artistry, creativity, voice, and perspective shared in their work.
Interview with Zoë Rayor (they/them) owner/creator of Crusher Climbing (which is shifting names to Permagumby)
Zoe Rayor creator of Permagumby (formerly Crusher Climbing)
What is Permagumby/Crusher Climbing? What products do you create?
Crusher/Permagumby is my badass art and apparel company geared toward women and femmes in the outdoors! I currently sell climbing-themed leggings, shirts, stickers, and metallic prints. All of the artwork is originally created in pen and ink and is inspired by the art of climbing, the rugged beauty of deserts and mountains, and the supportive community of climbers I’m lucky enough to work and play with.
Climbing is innovative as hell, and I really hope to bring that sense of creativity and curiosity to the products I make. 2020 is going to be a big year and I’m expanding our lineup to include products designed around other rad outdoor activities like boating, biking, running, hiking, and skydiving/basing jumping. I’ll also be coming out with sports bras, lounging pants, men’s leggings, as well as technical gear like ice pants and jackets.
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Your leggings are a stand-out product. Tell us more about them.
Thank you!! The leggings are my main jam. When I first got into climbing, I was disappointed with the clothing options sold at outdoor retailers. They were ill-fitting and generally pretty boring. I decided to make my leggings specifically for femme folks in climbing, and they’re designed to fit our bodies. My current leggings are really bright and colorful, with whimsical illustrations of traditional climbing gear. My newest line of leggings also include sport climbing and landscape themes! As the company grows, I’ll be adding new lines of apparel for a variety of body shapes and types (yes penis owners, you too will get crotch-comfy leggings soon!). More than anything, I wanted to bring some FUN to the climbing apparel scene. Climbers and outdoorsfolk are SO creative, it only makes sense to provide products that evoke originality, whimsy, color, laughter, and adventure. And I hope to bring that to the table! 
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Who are you as a person and why did you go into business? Crusher Climbing/Permagumby is a business that takes a stance on social issues. What are some social issues that are close to your heart? How/why do you feel a business can advance a cause?
First and foremost, I am an artist. My main medium is pen and ink, but I also dabble in graphic and technical design, photography, painting, jewelry, and sculpture. |
Zoe modeling one of their designs.
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Zoe in Kolob Canyon, UT
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I am nonbinary femme (my pronouns are they/them), a survivor and activist against sexual assault, an anti-Zionist Jew, an intersectional feminist, a doggo parent, and a nomadic desert rat of a traddaddy with a penchant for shenanigans!
I came to climbing not as an athlete, but as an artist and activist. After my first day climbing I became obsessed and it turned from hobby to lifestyle very quickly. I was running my own gallery at the time and knew that I wanted to continue making art, but I also needed to dedicate my life to the pursuit of climbing, and thus Crusher was born. Once I started learning more about the outdoor industry and really got to know the community, I realized that the outdoor scene is far less progressive than it plays itself up to be. It has lagged behind mainstream social changes and advocacy, yet is an industry that solely exists because of the stolen “public” (Native) land upon which almost all climbing and outdoor recreation takes place. |
The overall lack of self-awareness was frustrating to me, and I decided that if I was going to have any part in this community, I wanted my business to be a source of support to folks who weren’t being recognized or included, while also creating disruption. So what does that mean?
I believe that support and allyship must be multi-faceted. For me, part of that looks like sharing the efforts and foundations of those who are doing JEDI (justice, equity, diversity, and inclusion) work on the ground, being openly political as a business and engaging in uncomfortable dialogue around power and privilege in the industry and society, ethically creating sustainable products by partnering with other femmes and climbers in the apparel sector, using language and art in my products that directly challenges patriarchal norms, and financially supporting folks at the intersection of the outdoors and social change.
Part of that includes donating 5% of all my profits to a number of groups and individuals doing crucial work in the field, such as Queer Nature, Native Women’s Wilderness, For the Love of Climbing Podcast, and Rising Hearts.
I believe that uplifting our peers and friends in the LGBTQIA2S+ and BIPOC outdoor scene is not just idealistic, but imperative. The heart of my business is sustained and informed by friendship and community. We are all ignorant until we learn, until we listen to the wisdom and lived experiences of our peers—especially those who share similar passions but come from very different backgrounds.
I believe that business is simply an extension of the self and is based upon the values, ethics, and integrity of those who run it. Business can have a huge impact upon the way we view the world and who we choose to uplift or ignore. Businesses and industry generally maintain the status quo, but they also have the propensity to disrupt the existing state of affairs—if they so choose. My hope is that Permagumby becomes an uplifting and disrupting force in the industry. We’re tiny but growing and hope to become a household name, and I hope to see other businesses with a social justice bent grow and succeed. Together we are changing the face of the outdoor industry and moving it toward a more open and inclusive future.
I believe that support and allyship must be multi-faceted. For me, part of that looks like sharing the efforts and foundations of those who are doing JEDI (justice, equity, diversity, and inclusion) work on the ground, being openly political as a business and engaging in uncomfortable dialogue around power and privilege in the industry and society, ethically creating sustainable products by partnering with other femmes and climbers in the apparel sector, using language and art in my products that directly challenges patriarchal norms, and financially supporting folks at the intersection of the outdoors and social change.
Part of that includes donating 5% of all my profits to a number of groups and individuals doing crucial work in the field, such as Queer Nature, Native Women’s Wilderness, For the Love of Climbing Podcast, and Rising Hearts.
I believe that uplifting our peers and friends in the LGBTQIA2S+ and BIPOC outdoor scene is not just idealistic, but imperative. The heart of my business is sustained and informed by friendship and community. We are all ignorant until we learn, until we listen to the wisdom and lived experiences of our peers—especially those who share similar passions but come from very different backgrounds.
I believe that business is simply an extension of the self and is based upon the values, ethics, and integrity of those who run it. Business can have a huge impact upon the way we view the world and who we choose to uplift or ignore. Businesses and industry generally maintain the status quo, but they also have the propensity to disrupt the existing state of affairs—if they so choose. My hope is that Permagumby becomes an uplifting and disrupting force in the industry. We’re tiny but growing and hope to become a household name, and I hope to see other businesses with a social justice bent grow and succeed. Together we are changing the face of the outdoor industry and moving it toward a more open and inclusive future.
Tell us about yourself as a climber and your approach to climbing.
I just started climbing a little over three years ago! I immediately connected with the challenge that climbing brought to the table and was hooked. As a survivor of sexual violence, climbing became an outlet for me to use my body in a positive, controlled way, on my own terms and for myself.
Climbing is a moving mediation for me, a way to heal somatic wounds, and means of expression that has become a way of life. Climbing allowed me to heal, to find and challenge myself in ways that I didn’t even know I needed. I constantly try to come to my climbing with a sense of fun and intention—and that can look different from day to day. Some days I’m a top rope queen and some days I’m cruising a thousand feet in the alpine. I’ve been climbing non-stop since my first day on some shitty granite sport route that changed my life and I am so stoked to continue climbing!
What has it been like to own your own business?
I’ve worked in the service industry for years and in 2016 I opened a gallery in Salida, CO called Curioddity, and started working for myself full time. I ran the shop for two years and was able to meet people from all over the world and had conversations around every topic under the sun. Ultimately, retail really wasn’t a healthy environment for me and I wanted to try working remotely in order to focus on creating more art and climbing.
In July of last year I started Crusher and have been at it full time since January 2019. I am currently my only employee and serve as the apparel and technical designer, illustrator, CEO, distributor, marketing department, accountant and management. (I also have lovely ambassadors who kick ass and help promote the company online). Running a business from the ground up is daunting, and there are days where it can be really fun and days where I end up crying my eyes out from stress and fear. 2019 has been really tough for me personally, and at times the business has felt both overwhelming and also really empowering. I’m finally on track to create more art and dope apparel on a rolling basis and am looking forward to the future of Permagumby. More than anything, I’m so deeply grateful for the community I’ve met that really inspire me with their vision, powerful work, and friendship. Thank you to every single person who has lent support!
I’ve worked in the service industry for years and in 2016 I opened a gallery in Salida, CO called Curioddity, and started working for myself full time. I ran the shop for two years and was able to meet people from all over the world and had conversations around every topic under the sun. Ultimately, retail really wasn’t a healthy environment for me and I wanted to try working remotely in order to focus on creating more art and climbing.
In July of last year I started Crusher and have been at it full time since January 2019. I am currently my only employee and serve as the apparel and technical designer, illustrator, CEO, distributor, marketing department, accountant and management. (I also have lovely ambassadors who kick ass and help promote the company online). Running a business from the ground up is daunting, and there are days where it can be really fun and days where I end up crying my eyes out from stress and fear. 2019 has been really tough for me personally, and at times the business has felt both overwhelming and also really empowering. I’m finally on track to create more art and dope apparel on a rolling basis and am looking forward to the future of Permagumby. More than anything, I’m so deeply grateful for the community I’ve met that really inspire me with their vision, powerful work, and friendship. Thank you to every single person who has lent support!
You are rebranding Crusher Climbing to Permagumby. Fill us in on that shift – why are you doing it? What will be different? Why the name Permagumby?
Ultimately, I had to change the name due to an unforeseen trademarking issue. It also felt like a good time to really think about what the name signified for me. Language is important, and I want to shift away from words like “crush” or “conquer.” As we learn, we grow, and I realized that “Crusher” wasn’t really the vibe I was going for.
Permagumby came up as a joke, but there was something about it that clicked. In climbing slang, a Permagumby is someone who is a permanent gumby, someone who is always climbing like a newb. But there’s another side to this. Within the climbing community there is the expectation to always progress, to climb harder and send harder and gnarlier shit. There’s nothing inherently wrong with this at all, but sometimes we dive so far into our egos and expectations of what we “should” be climbing that we forget the most important thing about climbing, which is having fun.
A gumby always comes to climbing with excitement and curiosity, and that’s the most important thing about the Permagumby. Yes, permagumbies may weight train their double rack up every route, or boulder with a harness on, or rap from lowering anchors, or belay with climbing shoes on. But they’re having a blast, they’re constantly learning, growing, and stoked as hell! So yeah, Crusher Climbing is now Permagumby. Our website is www.permagumby.com and the new insta handle will be @permagumby_outdoors
Ultimately, I had to change the name due to an unforeseen trademarking issue. It also felt like a good time to really think about what the name signified for me. Language is important, and I want to shift away from words like “crush” or “conquer.” As we learn, we grow, and I realized that “Crusher” wasn’t really the vibe I was going for.
Permagumby came up as a joke, but there was something about it that clicked. In climbing slang, a Permagumby is someone who is a permanent gumby, someone who is always climbing like a newb. But there’s another side to this. Within the climbing community there is the expectation to always progress, to climb harder and send harder and gnarlier shit. There’s nothing inherently wrong with this at all, but sometimes we dive so far into our egos and expectations of what we “should” be climbing that we forget the most important thing about climbing, which is having fun.
A gumby always comes to climbing with excitement and curiosity, and that’s the most important thing about the Permagumby. Yes, permagumbies may weight train their double rack up every route, or boulder with a harness on, or rap from lowering anchors, or belay with climbing shoes on. But they’re having a blast, they’re constantly learning, growing, and stoked as hell! So yeah, Crusher Climbing is now Permagumby. Our website is www.permagumby.com and the new insta handle will be @permagumby_outdoors
Will you be selling the same products under Permagumby as Crusher Climbing?
Under Crusher, all of the patterns (the illustrations and graphics) are my design, but the technical design of the apparel was not. I’ve finally gotten all of my new inventory in, which I’m proud to say are 100% my technical designs and patterns. I’ve got two different styles and 5 different patterns of leggings. I’m most psyched on the new Ultimate Sendy trad leggings that feature a side pocket, reinforced knees, a gusseted crotch, and chalk bag loop on waistband. I’ve also got a basic version of this legging in a sport climbing theme, funky aid climbing theme, and landscape theme! We’ve also got a bunch of new stickers and metallic prints coming out, as well as three new shirt designs! Please keep up with us, I’ll be rolling out more badass apparel and art in 2020.
Under Crusher, all of the patterns (the illustrations and graphics) are my design, but the technical design of the apparel was not. I’ve finally gotten all of my new inventory in, which I’m proud to say are 100% my technical designs and patterns. I’ve got two different styles and 5 different patterns of leggings. I’m most psyched on the new Ultimate Sendy trad leggings that feature a side pocket, reinforced knees, a gusseted crotch, and chalk bag loop on waistband. I’ve also got a basic version of this legging in a sport climbing theme, funky aid climbing theme, and landscape theme! We’ve also got a bunch of new stickers and metallic prints coming out, as well as three new shirt designs! Please keep up with us, I’ll be rolling out more badass apparel and art in 2020.
What would you like climbers to know about small businesses?
Small businesses are usually just that—a tiny operation that takes a lot of work and dedication. It’s hard to cater to everyone, and many folks have opinions on what they’d like to see or critique the work you’ve already created without understanding how much time and dedication goes into the process. It can be really hard to find a way to fit everything into your budget and time. It’s also incredibly expensive to run a small business, especially one that sources locally and ethically. With all that said, I’m so grateful for all of the support and patience the community has shown to me as a small business owner in a huge outdoor industry.
Small businesses are usually just that—a tiny operation that takes a lot of work and dedication. It’s hard to cater to everyone, and many folks have opinions on what they’d like to see or critique the work you’ve already created without understanding how much time and dedication goes into the process. It can be really hard to find a way to fit everything into your budget and time. It’s also incredibly expensive to run a small business, especially one that sources locally and ethically. With all that said, I’m so grateful for all of the support and patience the community has shown to me as a small business owner in a huge outdoor industry.
