What Voormi does

Voormi is a private U.S. outdoor technical apparel company headquartered in Pagosa Springs, Colorado, that designs and manufactures Merino wool-based clothing and accessories for outdoor enthusiasts engaged in hiking, trail running, fishing, water sports, camping, and adventure travel. The product portfolio spans men's and women's outerwear, midlayers, baselayers, hoodies, tees, bottoms, and accessories (beanies, hats, socks, mittens, gaiters), with prices ranging from roughly $25 for socks up to $1,400 for the Wolf Creek Parka. The company's differentiation rests on in-house fabric engineering and registered proprietary technologies — CORE CONSTRUCTION™ for seamless weather protection, DUAL SURFACE™ for moisture and thermal regulation, and a three-tier AIR flow system — together with Made-in-USA manufacturing and Merino wool's natural performance properties.

The business operates a direct-to-consumer model anchored by voormi.com, two company-owned retail stores in Pagosa Springs, CO and Bozeman, MT, and a dealer/store-locator network that funnels customers to third-party outdoor retailers. International shipping is offered via USPS Priority International on a delivered-duty-unpaid basis. Pricing is unit-based one-time purchase, supported by gift cards, an affiliate program, a Pro Deals program for outdoor guides and professionals, and GOVX-verified discounts for military, first responders, government employees, and teachers.

Beyond apparel, Voormi operates a sub-brand called Mij™, positioned as the first washable, wearable biometric garment platform for whole-body health and wellness monitoring, with a strategic partnership alongside SWNR and Microsoft that integrates Mij data into Azure IoT Operations for connected-worker enterprise use cases. The Mij platform is the company's primary vector into industrial and enterprise markets distinct from its DTC consumer base. Revenue, headcount, and funding data are not disclosed in available sources.

Name

Voormi

Legal name

Voormi

Website

https://voormi.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Voormi is a private U.S. outdoor apparel company that designs and manufactures Merino wool technical clothing and accessories, selling direct-to-consumer via its website, two retail stores in Pagosa Springs and Bozeman, and a dealer network, while extending into biometric smart garments through its Mij sub-brand.

Ownership category

akta.pro rank

Product category

Outdoor Technical Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Broadwoven Fabric Mills (313210)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

akta.pro secondary industries

Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI), Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD)

Keywords

• Merino wool apparel
• Outdoor technical clothing
• Technical outdoor apparel
• Made in usa apparel
• Wool performance wear

Headquarters

HQ city

Pagosa Springs

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for technical apparel and accessories sold directly to consumers through e-commerce and retail stores. Products include outerwear, midlayers, baselayers, hoodies, tees, bottoms, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Voormi designs, manufactures, and sells Merino wool-based technical outdoor apparel and accessories, including hoodies, jackets, vests, base layers, tees, tanks, bottoms, and accessories. The company uses proprietary textile technologies (CORE CONSTRUCTION™, DUAL SURFACE™, AIR-1/2/3) developed in-house and manufactures products in the USA. Products are sold directly to consumers through the company's e-commerce site, two retail stores, and a dealer network.

Product overview

Voormi is an outdoor technical apparel company offering a unified portfolio of Merino wool-based clothing and accessories designed for multi-season, multi-sport outdoor performance. The product line is organized around core technologies including CORE CONSTRUCTION (seamless weather protection), DUAL SURFACE (moisture and thermal regulation), and ultralight breathability. The men's collection includes hoodies (River Run Hoodie, High-E Hoodie, Mountain Two-Pocket Hoodie, Treeline Hoodie, Field Run Hoodie), jackets and vests (Drift Jacket, Convex Vest, Variant Jacket/Vest, VOORMI Puffy, Wolf Creek Parka, V1 Jacket, San Juan Jacket, Shirt Jacket), base layers (Expedition 1/4 Zip Top, Phase.Sc Baselayer Crew, Access Pullover, High Country Henley), t-shirts and tanks (Merino Tech Tees, Tech Tank), and bottoms (V1 Bibs). The women's collection parallels this with River Run Hoodie, Drift Jacket, High-E Hoodie, Chalet Pullover, VOORMI Puffy, V1 Jacket, Variant Vest, Tech Tank, Merino Tech Tees, Swift Water Skirt, 1/4 Zip Baselayer Top, and Baselayer Mesh Bottoms. Accessories include beanies (Thermal, Pom Pom Knit, Cuff, Liner), hats (Traditional Trucker, Active, 217 Macleay), socks (Light Hike, Ski, Trail, Run), mittens, gaiters (Liner, Mesh, Everyday, Thermal), and gift cards. The portfolio is further organized by function: Ultralight (high-output breathability), Midweight (temperature regulation), and All-Weather/CORE (weather protection).

Differentiator

Problem solved

Functional benefit

Brands

• Mij: The first-ever washable, wearable biometric garment that redefines whole-body health and wellness. Currently sold out with restock coming.

Products and services

• Men's River Run Hoodie Full-coverage hoodie made from Merino wool with DUAL SURFACE technology for moisture management, temperature regulation, sun protection, and quick-dry performance for warm weather and high-output activities.
• Men's High-E Hoodie Midweight hoodie with CORE CONSTRUCTION technology featuring breathable wool and reinforced nylon fibers for temperature regulation and abrasion resistance across all seasons.
• Men's Short Sleeve Merino Tech Tee Lightweight performance t-shirt with UV protection and advanced moisture management for warm-weather comfort and year-round outdoor performance.
• Men's Long Sleeve Merino Tech Tee Performance long-sleeve t-shirt with lightweight sun-shielding design for cool, dry comfort in year-round outdoor activities.
• Men's Drift Jacket Versatile jacket with CORE CONSTRUCTION technology providing breathable all-weather protection and comfortable wear for outdoor adventures.
• Men's Convex Vest CORE CONSTRUCTION vest providing weather protection with unrivaled breathability for unpredictable outdoor conditions.
• Men's Variant Vest Lightweight vest with CORE technology for weather-resistant outdoor performance and temperature regulation.
• Men's Variant Jacket Weather-resistant jacket with CORE CONSTRUCTION for breathable protection in outdoor conditions.
• Men's VOORMI Puffy Insulated puffy jacket providing warmth for outdoor activities in cold conditions.
• Men's Wolf Creek Parka Premium parka with fur trim for extreme cold weather protection.
• Men's V1 Jacket Rain jacket providing weather protection with CORE CONSTRUCTION technology for ultimate breathability and weather resistance.
• Men's San Juan Jacket Technical jacket engineered for outdoor demands with all-weather protection.
• VOORMI Shirt Jacket Versatile shirt-style jacket blending casual style with CORE CONSTRUCTION technology for seamless weather protection.
• Mountain Two-Pocket Hoodie CORE CONSTRUCTION hoodie with dual pockets providing weather protection and breathability for outdoor activities.
• Treeline Hoodie CORE CONSTRUCTION hoodie designed for weather protection and temperature regulation in outdoor environments.
• Men's Field Run Hoodie Durable hoodie for outdoor field activities with weather-resistant properties.
• Men's High Country Henley Versatile henley shirt with CORE CONSTRUCTION for temperature regulation and outdoor performance.
• Camp Sweater Midweight sweater with CORE CONSTRUCTION technology offering breathable warmth for outdoor and everyday wear.
• Men's Tech Tank Lightweight tank top with UV protection and moisture management for warm-weather activities.
• Men's Expedition 1/4 Zip Top Heavyweight base layer top with CORE CONSTRUCTION for temperature regulation and moisture management in extreme conditions.
• Men's Phase.Sc Baselayer Crew Base layer crew shirt with CORE CONSTRUCTION technology for moisture wicking and temperature regulation.
• Men's Access Pullover Midweight pullover with CORE CONSTRUCTION for versatile outdoor performance and temperature regulation.
• Men's Access NXT Pullover Advanced pullover with enhanced breathability and moisture-wicking for high-output outdoor activities.
• 1/4 Zip Mock Neck Versatile midlayer with mock neck design for temperature regulation in variable outdoor conditions.
• V1 Bibs Technical bibs with CORE CONSTRUCTION for weather protection and outdoor performance.
• Women's River Run Hoodie Full-coverage hoodie with DUAL SURFACE technology for moisture management, temperature regulation, and sun protection.
• Women's Drift Jacket All-weather jacket with CORE CONSTRUCTION technology for breathable weather protection.
• Women's High-E Hoodie Midweight hoodie with CORE CONSTRUCTION for temperature regulation and durability across seasons.
• Women's Chalet Pullover CORE CONSTRUCTION pullover designed for outdoor warmth and weather protection.
• Women's VOORMI Puffy Insulated puffy jacket for women's outdoor warmth in cold conditions.
• Women's V1 Jacket Rain jacket with CORE CONSTRUCTION technology for breathable weather resistance.
• Women's Variant Vest Lightweight CORE technology vest for weather protection in outdoor activities.
• Women's Tech Tank Lightweight tank with UV protection and moisture management for warm-weather performance.
• Women's Short Sleeve Merino Tech Tee Performance t-shirt with advanced moisture management and sun-shielding for year-round outdoor comfort.
• Women's Long Sleeve Merino Tech Tee Long-sleeve performance tee with lightweight sun protection for cool, dry comfort in outdoor activities.
• Women's Swift Water Skirt Quick-dry water skirt with moisture management for water sports and outdoor activities.
• Women's 1/4 Zip Baselayer Top Heavyweight base layer with CORE CONSTRUCTION for temperature regulation in cold conditions.
• Women's Baselayer Mesh Bottoms Mesh base layer bottoms with CORE CONSTRUCTION for moisture wicking and temperature control.
• Women's Field Run Hoodie Durable hoodie for outdoor activities with weather-resistant properties.
• Thermal Beanie Warm merino wool beanie with temperature-regulating properties for cold weather protection.
• Pom Pom Knit Beanie Knit beanie with pom pom for casual outdoor warmth.
• Cuff Beanie Merino wool cuffed beanie for outdoor warmth and style.
• Liner Beanie Lightweight liner beanie for layering under helmets or for mild conditions.
• Woolly Bugger Overhat Versatile overhat for additional protection in outdoor conditions.
• Traditional Trucker Hat Classic trucker hat with durable, comfortable fit for outdoor activities.
• Active Hat Performance hat designed for active outdoor pursuits.
• 217 Macleay Hat Structured hat for outdoor style and performance.
• Ski Sock Technical ski sock with merino wool for warmth and moisture management on the slopes.
• Light Hike Sock Merino wool hiking sock with temperature-regulating and anti-odor properties.
• Trail Sock Merino wool trail sock designed for hiking and outdoor adventures.
• Run Sock Lightweight running sock with merino wool for temperature regulation and anti-odor performance.
• Mittens Merino wool mittens with temperature-regulating properties for cold weather.
• Thermal Gaiter Warm gaiter for cold weather protection.
• Liner Gaiter Lightweight gaiter for neck and face protection in variable conditions.
• Mesh Gaiter Breathable mesh gaiter for moisture management in active outdoor use.
• Everyday Gaiter Versatile everyday gaiter for neck and face protection.
• VOORMI Gift Card Digital gift cards available in denominations from $50 to $1,000 for purchasing Voormi merchandise.
• Mij™ Connected Worker Garment First-ever washable, wearable biometric garment platform enabling whole-body health and wellness monitoring through clothing-integrated sensors, integrated with Microsoft Azure IoT Operations via the SWNR partnership for connected worker intelligence applications.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• MicrosoftcoreTechnology or IntegrationSWNR, VOORMI, and Microsoft partnership bringing connected worker intelligence into Azure IoT Operations through the Mij platform, enabling biometric data integration with enterprise cloud infrastructure for worker safety and productivity applications.

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Direct peers

• Duckworth: Montana-grown, Made-in-USA Merino wool apparel brand competing head-to-head with Voormi on wool sourcing narrative, domestic manufacturing, and technical outdoor apparel.
• Filson: Heritage American outdoor brand with strong Made-in-USA credentials selling premium jackets, woolens, and outdoor apparel through DTC and select retail — comparable on domestic manufacturing story and premium price points.
• Smartwool: Merino wool apparel and sock brand owned by VF Corporation with overlapping product categories (socks, base layers, accessories) and similar consumer positioning around wool performance.
• Ibex Outdoor Clothing: US-based Merino wool technical apparel brand selling direct-to-consumer with a similar premium, natural-fiber positioning to Voormi. Overlaps directly on wool base layers, midlayers, and outdoor lifestyle apparel.

Broad incumbents

• Arc'teryx: Premium technical outerwear brand owned by Amer Sports. Directly comparable on technical jacket engineering and premium pricing ($500–$1,400 outerwear), but with much larger retail footprint and R&D scale.
• Black Diamond Equipment: Outdoor performance brand with technical apparel line positioned for climbing, ski, and mountain sports. Comparable on technical, mountain-driven consumer base and premium product positioning.
• Patagonia: Largest US-based technical outdoor apparel brand with overlapping categories across jackets, fleeces, base layers, and accessories. Operates at vastly greater scale, but competes for the same premium conscious outdoor consumer.
• Helly Hansen: Norwegian outdoor and workwear brand offering technical apparel and base layers. Comparable on multi-activity, all-weather merchandising and on the connected-worker / professional end-user segment Voormi targets with Mij™.
• Mammut: Swiss technical outdoor brand with broad apparel and equipment portfolio. Competes in alpine outerwear and base layers with similar performance-driven, multi-season positioning to Voormi's CORE CONSTRUCTION line.

Emerging players

• Kari Traa: Women's outdoor/base-layer brand emphasizing Merino wool and performance for active outdoor use. Comparable on Merino wool women's base-layer assortment and outdoor-lifestyle positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Voormi
• Facebookfacebook.com/Voormi
• Instagraminstagram.com/voormi
• Xx.com/Voormi
• LinkedInlinkedin.com/company/voormi

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Voormi