Howler Brothers

High-Level Overview

Howler Brothers is a design-driven outdoor apparel company founded in 2010 and headquartered in Austin, Texas, specializing in casual and technical clothing for activities like surfing, fishing, paddling, and everyday wear.[1][2][3][4] The company serves outdoor enthusiasts, blending timeless styles inspired by surf culture, fly fishing, western wear, and world cultures into products such as flannel shirts, pearl snaps, fleece, board shorts, hats, and tees, solving the need for versatile, high-quality apparel that transitions from adventure to daily life.[1][3][4][6] With around 35-47 employees and annual revenue of $5.1-7.4 million, it maintains steady growth through direct e-commerce sales, exclusive collections, and collaborations like with the Texas Longhorns, fostering loyalty among fans of coastal and outdoor lifestyles.[2][3][6]

Origin Story

Howler Brothers was founded in 2010 by Chase Heard and Andy Stepanian, who bonded over shared passions for surfing, fishing, paddling, and outdoor pursuits despite not being blood-related.[2][4][5] Growing up on the East Coast, the duo spent summers riding waves and exploring coastal waters, drawing inspiration from classic surf culture, western wear, world cultures, food, and music to create apparel that captures these elements.[4][5] They design everything in Austin, Texas, leveraging the city's vibrant creative scene; early challenges included standing out in a competitive market through bold, original styles and hard work, leading to pivotal growth as a defining force in outdoor apparel.[3][4][5]

Core Differentiators

• Design-Driven Innovation: Mashups timeless influences like surf, fishing, and western styles into elevated, original apparel—flannels for riverside fires, pearl snaps for pursuits, and technical pieces for surfing or fishing—always ahead of competitors' trends.[1][3][4][5][6]
• Versatility and Quality: Products suit both high-adrenaline activities and everyday wear, with award-winning designs, sustainable vibes, and seamless work-to-weekend transitions, built for durability in outdoor demands.[1][3][6]
• Austin-Centric Creativity: All design happens in Austin, infusing local culture for unique, spirited collections including exclusives, limited editions, and collabs like Texas Longhorns gear.[3][4][6]
• Customer Loyalty Focus: Direct e-commerce model with bestsellers, new arrivals, and fan-favorite experiences builds a robust, longtime audience while attracting new shoppers through consistent elevation.[2][3][5][6]

Role in the Broader Tech Landscape

Howler Brothers rides the wave of the athleisure and outdoor apparel boom, where consumers demand functional yet stylish gear amid rising interest in coastal lifestyles, adventure sports, and sustainable fashion—trends amplified by post-pandemic outdoor enthusiasm and e-commerce growth.[1][2][5] Timing aligns with market forces like direct-to-consumer models bypassing traditional retail, enabling nimble design cycles that outpace mass-market competitors like Gymshark or Salt Life, while Austin's tech-savvy ecosystem supports their online store and digital marketing.[1][2][3][6] They influence the ecosystem by modernizing traditional outdoor wear, inspiring loyalty-driven brands, and setting benchmarks for design-forward apparel in a $45+ billion industry fragment (NAICS 458/448), proving small teams can disrupt through authenticity over scale.[2][5]

Quick Take & Future Outlook

Howler Brothers is poised to expand its cult following by doubling down on collabs, limited drops, and category extensions like more technical outerwear or women's lines, capitalizing on evergreen outdoor trends and e-commerce tailwinds.[5][6] Shaping forces include sustainability demands, AI-driven personalization in apparel, and Austin's booming creative-tech hub status, potentially scaling revenue past $10M via international shipping or retail pop-ups. Their influence could evolve from niche disruptor to lifestyle staple, redefining "outdoor casual" as competitors chase their lead—heed the call, as they say, and watch them design the next wave.[4][5]