Atas Awan

What Atas Awan does

Atas Awan is a privately held, direct-to-consumer outdoor and climbing apparel brand headquartered in Toronto, Canada, with the brand name meaning "above the clouds" (Atas Awan) in Malay. The company designs and sells versatile, unisex clothing built around its flagship Boundless Convertible Pants franchise (1.0/2.0/3.0), which feature a 2-in-1 zip-off design that converts full-length pants to shorts, gusseted wide-thigh construction, and an adjustable waistband system. The core technology is a 95% cotton twill / 5% spandex fabric blend with a hand-dyed finishing process for depth and natural patina — deliberately differentiated from the typical nylon convertible pants sold by incumbent outdoor brands. The product line extends into bouldering shorts (Beta Shorts), utility cargo pants (Grid Utility), a cargo skirt (Repose), sports bras, graphic tees, tanks, bamboo-fleece sweaters, and a 4-in-1 Modular Crag Bag, released across four seasonal drops (001 Crag to City, 002 Wild Wild West, 003 Terrain + Tiempo, 004 Off-Route).

The business model is single-channel direct-to-consumer e-commerce on a Shopify storefront (shopatasawan.com), supplemented by occasional pop-up events in Canada, USA, and Australia. Unit prices range from approximately $43 for graphic tees to $161 for the latest Boundless Convertible Pants, with a gift-card and bundle-pricing add-on. International shipping is offered to 40+ countries, with duties and taxes included for the US, EU, UK, Australia, and Indonesia. Manufacturing is conducted through a small, family-run partner in Bali, Indonesia, which the brand highlights for paying above-market wages and allowing artisans to set their own hours. The brand has stated a goal to become fully circular by 2030 and prioritizes natural and/or recycled materials. Earned-media coverage includes Field Mag, We Are Explorers, TrendHunter, and WGSN. The only disclosed external capital is two RMIT Activator grants (AUD ~$14,406 in October 2022 and AUD ~$9,984 in November 2023); no venture capital or private equity investment is referenced. Customer reviews average 4.78/5 across 37 verified submissions.

Name

Atas Awan

Legal name

Atas Awan

Website

https://shopatasawan.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Atas Awan is a Toronto-based, direct-to-consumer climbing and outdoor apparel brand selling unisex convertible pants, shorts, tops, and accessories via Shopify to climbers and lifestyle consumers across 40+ countries.

Ownership category

akta.pro rank

Product category

Outdoor and Climbing Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

akta.pro secondary industries

Climbing & Mountaineering Gear Retail (CRAMAMAB), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

Keywords

• Convertible climbing pants
• Outdoor apparel
• Climbing clothing
• Unisex activewear
• Crag to city wear

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: One-time purchase model for apparel products sold directly via owned Shopify storefront. Products include convertible pants, shorts, skirts, tops, sweaters, bags, and accessories. Gift cards available. Occasional limited drops and seasonal sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Atas Awan designs and sells direct-to-consumer climbing and outdoor apparel built around a proprietary 2-in-1 convertible pants design that transitions from full-length pants to shorts. The product line includes unisex bottoms, shorts, skirts, sports bras, tops, sweaters, and accessories such as the 4-in-1 Modular Crag Bag, sold through the brand's Shopify storefront and released in limited seasonal drops.

Product overview

Atas Awan is a lifestyle climbing and outdoor clothing brand offering a focused portfolio of versatile, unisex apparel designed to transition from crag to city. The core product line centers on the Boundless Convertible Pants franchise (1.0, 2.0, and 3.0 variants), which feature zip-off convertible designs made from cotton twill with spandex for mobility. The collection includes bottoms (Boundless pants, Grid Utility Pants, shorts, skirts), tops (sports bras, graphic tees, tanks, sweaters), and accessories (4-in-1 Modular Crag Bag). Products are released in seasonal drops (001 Crag to City, 002 Wild Wild West, 003 Terrain + Tiempo, 004 Off-Route) with limited quantities and fresh colorways. The brand emphasizes sustainability with natural/recycled materials and operates manufacturing through a family-run facility in Bali, Indonesia.

Differentiator

Problem solved

Functional benefit

Products and services

• Boundless Convertible Pants 3.0 The flagship 2-in-1 convertible pants engineered for maximum mobility, featuring extra back pockets and a chalk brush loop. Made from 95% Cotton Twill and 5% Spandex, the pants convert from full-length to shorts via zip-off lower legs. Designed for climbers, outdoor recreationists, and everyday wear.
• Boundless Convertible Pants 2.0 Zip-off pants engineered for maximum mobility with structured cotton twill construction. Features gusseted wide thigh-cut, relaxed fit, and adjustable waistband for unrestricted motion during climbing, travel, or all-day comfort. Available in multiple colorways.
• Boundless Convertible Pants 1.0 The original convertible pants design featuring velvety-soft yet durable cotton twill, hand-dyed for depth and natural patina. Converts from full-length to shorts with zip-off lower legs.
• Grid Utility Pants Cargo-style utility pants designed for everyday exploring, featuring grid pattern design and functional pocket configuration.
• Beta Shorts 2.0 Climbing shorts designed for bouldering and outdoor activities, featuring comfortable fit and functional design for movement.
• Repose Cargo Skirt Cargo skirt with functional pockets, designed to transition from outdoor activities to everyday wear.
• Vivify Bike Shorts Bike shorts featuring 1% Plastic material composition, designed for cycling and active use.
• Sports Bra Set 99% Plastic 2-in-1 top and sports bra combination designed for active wear.
• Oversized Pocket Graphic Tee Oversized t-shirt featuring pocket design with graphic elements, suitable for casual and active wear.
• Low Gravity Sweater Bamboo fleece sweater designed for thermoregulation, suitable for outdoor and casual wear.
• Just Go Up Tank Climbing-inspired tank top designed for active wear and bouldering.
• Twin Flames Ribbed Sports Bra Set Ribbed sports bra and top combination designed for active wear.
• The 4-in-1 Modular Crag Bag Multi-functional climbing bag in Light Khaki color, featuring modular design with multiple carrying configurations.
• Lilac Move Shorts Comfortable shorts designed for movement and active wear, part of the Lilac Move collection.
• Low Gravity Day Graphic Tee Graphic t-shirt featuring climbing-themed design for casual wear.
• Atas Awan Gift Card Digital gift cards available in denominations of $25, $50, $100, and $150, delivered via email for purchase of Atas Awan apparel.

Quantifiable outcome

• 4.78/5 average customer rating across 37+ verified reviews citing quality, comfort, versatility, and durability

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

One partnership is on record.

• Small Family-Run Bali ManufacturercoreStrategic or Co-development PartnerEthical manufacturing partner based in Bali, Indonesia. The manufacturer pays above-market wages and allows artisans to set their own hours, promoting fair labor, economic independence, and high-quality craftsmanship. This is a core strategic partnership for production.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Houdini Sportswear: Scandinavian minimalist outdoor apparel brand with climbing-friendly designs and a strong sustainability ethos. Comparable to Atas Awan in premium positioning, ethical production narrative, and DTC-led global distribution.
• prAna: Outdoor and active apparel brand with strong climbing and yoga roots, owned by Columbia Sportswear. Overlaps with Atas Awan in unisex activewear, climbing bottoms, and crag-to-city lifestyle positioning, with comparable price points and inclusive fit philosophy.
• Klättermusen: Swedish climbing and outdoor apparel brand with strong sustainability positioning and premium pricing. Comparable to Atas Awan in climbing-specific niche, ethical manufacturing emphasis, and small-batch product philosophy.
• Stio: Mountain lifestyle apparel brand with roots in Jackson Hole, WY. Comparable to Atas Awan in crag-to-city lifestyle positioning, premium pricing, and DTC-led distribution with global shipping to active outdoor consumers.
• Cotopaxi: Outdoor brand with climbing and adventure apparel roots, ethical manufacturing partnerships, and DTC-led distribution. Closely comparable to Atas Awan in target customer, mission-driven positioning, and product mix (apparel + bags), though Cotopaxi operates at significantly larger scale.
• Outdoor Research: Outdoor apparel and gear brand with an extensive climbing product line, including technical pants and shells. Comparable category and customer overlap with Atas Awan, though broader scale, wider product assortment, and established wholesale distribution.
• Norrøna: Premium Norwegian outdoor brand with explicit climbing and mountaineering product lines. Comparable to Atas Awan in technical apparel focus, premium pricing, and small-batch product drops targeting the climbing-to-lifestyle customer.
• La Sportiva: Italian climbing footwear and apparel brand with deep technical climbing roots. Comparable to Atas Awan in climbing-specific positioning and premium product positioning, though apparel is a smaller part of La Sportiva's mix and footwear dominates.

Broad incumbents

• Patagonia: Largest ethical outdoor apparel incumbent with deep climbing heritage. Competes for the same crag-to-city consumer across pants, shorts, and tops, with vastly greater resources, wholesale distribution, and brand recognition.

Emerging players

• Outdoor Voices: DTC activewear brand focused on recreational sports, unisex and women's apparel, and community-driven marketing. Comparable to Atas Awan in DTC direct-to-consumer model, unisex fit philosophy, and community-driven brand building, though positioned around running/yoga rather than climbing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shopatasawan
• Instagraminstagram.com/shopatasawan
• TikToktiktok.com/@shopatasawan
• Pinterestpinterest.com/shopatasawan

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors1 record

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 Atas Awan