Our Brand's Path

Our Brand's Path


A Small Print Shop is Born

After finishing art school, artist and owner Matt Moreau set up a one-man print shop in a spare room in his house. Designing and printing tee shirts was easy to do in between backpacking trips and time spent outdoors.


First Brick & Mortar

Our art-forward approach to designing tees earned us a reputation in town as the best screen printers. Our growing business needed more space so that we could hire a few extra hands.


First Landmark Tees Printed

We started a passion project — to create artwork commemorating the outdoor places that we love. We started with just 3 local parks that are near and dear to our hearts. These 3 designs quickly became sought-after souvenirs by our fellow outdoor enthusiasts and retail stores alike.


NPS Centennial & Expansion

With the upcoming Centennial of the National Park Service, we saw our opportunity to expand our collection of local designs to include parks from all over the USA. By now we were busting at the seams. So that our staff could stay together, we moved our operation into a larger 100-year old building in our city’s historic textile district.


Our First Custom Garments

Our tireless pursuit of making the best quality products left us dissatisfied with the materials we had on hand. We realized that to achieve the quality of shirt we wanted, we had to work directly with a factory to design the fit, feel, and color from scratch. The results speak for themselves. You can read more about our factory in Guatemala here.


New Commitments

As we partnered with factories near and far, we realized the importance of measuring the impact of every aspect of our supply chain. By exploring new methods and materials, we set out to exceed our industry’s highest expectations for the social and environmental impact of our supply chains. You can read about our progress here.


New Brand Story

The previous year’s efforts paid off. We began to eliminate plastics from our products and packaging. Except for a few unavoidable exceptions, all of our packaging is now solely made from post-consumer fibers or sustainably harvested raw materials. We also pursued GOTS-certified organic cotton and REPREVE fabric as replacements for our conventional tees.


What's Next?

Like all businesses in the outdoor industry, we suffered tremendous slowdown in the wake of the COVID-19 pandemic. Though hunkered down in quarantine, we stayed hopeful for the future and continued to press towards our sustainability goals, albeit more slowly than we originally planned. The rollout of sustainable fabrics is still on track and will be in full force by the end of this year. We anticipate replacing our entire garment line with sustainable fabrics over the course of 2021.