What happens when a decades-old outdoor apparel brand changes ownership and has to make a comeback? Bonie Shupe, Refounder at Ibex, knows the answer to this question all too well. As an endurance athlete and textile and technical designer who was a long-time fan of Ibex, Bonie was tasked with reviving the brand. In this episode of Juicy Bits, we sat down with Bonie to find out exactly what it takes to both win back and build a community for a business dedicated to sustainability and innovation and what she does to keep at it day after day.