Since its inception two autumns ago, University alumnus Jeffrey Roedel has been compiling journal entries, products and concepts for his project, Wonder South, a brand promoting Southern outdoor culture. Now, the journal’s first issue is out, with plans for a spring issue in the works.
With a journal composed of pieces from Louisiana writers, Wonder South also partners with women, craftsmen and artists to offer locally-made products. It tells its story through the viewpoint of nature.
“To me, having a childlike wonder about the world around us is one of the best attributes you can have,” Roedel said. “The idea of always being curious to learn, curious to explore, curious to grow really appeals to me.”
According to its website, Wonder South’s mission is “to foster creative community, inspire bold stewardship of our environment and culture and to encourage daily adventure,” ultimately aiming to “[raise] awareness of conservation issues, such as our coastal land loss here in Louisiana.”
Roedel said a common misconception involves people misconstruing Wonder South as only for the “outdoors type.”
He said the idea for Wonder South began during the fall of 2014. After discussing some of the early concepts with his friends, one of them connected Roedel with his current partner, Jeffrey Beck, who was also thinking about some similar projects.
“We met in early 2015 and began conceptualizing what Wonder South should and could be,” Roedel said.
As a kid, Roedel said he enjoyed camping trips with his Cub Scout troop, riding his bike through the woods and playing sports. Though he doesn’t have a lot of time, he still enjoys biking, hiking and exploring.
He said Wonder South has a great network of freelance contributors in Louisiana and other places throughout the Southeast.
As assignments are being finalized for the journal’s spring issue, some products available include shirts, patches, hats and cutting boards. Roedel said to also look out for affordable, durable canvas trail bags.
After partnering with its sponsor, Coalition to Restore Coastal Louisiana, Roedel and Beck are working to develop content that will reach out to the youth and get them excited about making a difference.
In the near future, both Wonder South and the CRCL will engage in hands-on coastal restoration efforts, such as plantings.
Roedel said Wonder South speaks to a generation that has “largely lost touch with authenticity,” which he believes his brand can restore through nature.
“If we can inspire people through untold Southern stories and images, get them more aware of and responsive to their surroundings — both their community of people and the nature around them — and offer them quality, locally-made goods for their journeys, then I’d be happy,” Roedel said.
Wonder South will have a pop-up store at Slash Creative on White Light Night in Mid City on Nov. 18.