Kavu markets not only its clothes, but also its sensibility. The name is a takeoff from CAVU, an aeronautical acronym that stands for "clear air, visibility unlimited," a condition in which pilots have unobstructed views for miles around. In Barr's hands the acronym was altered to represent, "Clear above, visibility unlimited," which symbolizes a perfect day for a big outdoor adventure. "We're selling the Northwest lifestyle and the Northwest philosophy," Barr says. At first, Barr kept fishing to pay the bills while he marketed his cap to outdoor athletes, such as runners, kayakers and bicyclists. He would drive to bicycling and kayaking events, where he would sell caps out of the back of his van. He also persuaded independent sporting-good stores to stock his cap. As word of the caps spread, more retailers agreed to carry the brand. Eventually, Barr started making different kinds of Kavu clothing, such as canvas shorts, vests and shirts. He continues to diversify, looking for complementary articles of clothing that consumers can wear with their other Kavu products. Barr does not envision Kavu becoming the biggest outdoor clothing company; rather, he wants Kavu to distinguish itself with quality products and service. To that end, Kavu last year started sending its employees into the field so they could learn about their customers and establish ties with retailers. And Barr doesn't mind one bit if his employees ask a retailer to take an afternoon off for a kayaking trip. As far as he's concerned, that's a Kavu moment.