We plan for what we live for.
Every product we make starts with a clean silhouette of an outdoor pursuit paired with four words: “That’s the Plan.”
The emotional idea is simple: this is what you’d rather be doing. While the weekday calendar fills with obligations, your true plan is waiting on the mountain ridge, in the cold timber, on the river current, or above the clouds.
The Six Disciplines
Six foundational pursuits of the outdoor mindset.
Wilderness Hunting
Pre-dawn hikes into cold ridges, whitetail saddle setups, and patient silence in the timber. Available at launch.
Fly & River Fishing
Cold mountain freestones, matching the evening hatch, and wading into swift currents. Launching Summer 2026.
Backcountry Hiking
Alpine ridge traverses, heavy packs, switchbacks, and high-altitude timberline camps. Launching Summer 2026.
Mountain Aviation
Short backcountry gravel strips, mountain passes, tailwheels, and unpaved riverbeds. Launching Fall 2026.
High Altitude Skydiving
Door open at 14,000 feet, clean canopy flights, and stepping out into open sky. Launching Fall 2026.
Wake & Lake Living
Glass water at 6:00 AM, first pull off the dock, and long golden-hour evening sets. Launching Summer 2026.
Honest Manufacturing & Whole-Dollar Pricing
We partner with Independent Trading Co. for our heavyweight fleece blanks (IND4000 10 oz.) and print with high-definition precision. Glassware is manufactured with solid heavy bases and direct UV prints.
We don't use fake sales, manufactured urgency, or gimmicky .99 pricing. Launch prices are $60 for the hoodie, $25 for the rocks glass, and $85 for both together—with complimentary US ground shipping included on all launch orders.