What FORLOH does

FORLOH is a privately held, American-made outdoor performance apparel company founded in 2018 by Andy Techmanski and headquartered in Whitefish, Montana. The company designs, sources, and manufactures 100% of its products within the United States and sells directly to consumers through its e-commerce website and a flagship retail showroom at 317 Central Avenue, Whitefish. The product portfolio spans hunting, fishing, hiking, and snow-sports apparel and accessories, organized around five proprietary technology lines: SolAir (UPF 50+ sun protection with brrr Pro cooling mineral technology), Insect Shield (bug and tick protection), ThermoNeutral Down (800-fill down insulation), cruelty-free Merino wool base layers, and Brush to Mountain rugged outerwear. Additional product components include Polartec Power Grid and 200 fleece midlayers, Polygiene Stay Fresh odor control, and a growing accessories range (knives, packs, harnesses, socks, beanies). Men's, women's, and youth lines are offered, with price points ranging from approximately $34.50 for accessories to $399 for premium insulated jackets, with most apparel priced in the $99–$299 band.

The business model is direct-to-consumer, with revenue generated primarily through one-time online and in-store product sales. FORLOH operates a lifetime guarantee backed by in-store warranty repair at the Whitefish location, and extends its reach into targeted institutional segments through the GOVX discount program (military, first responders, government employees, teachers) and the Outfitter/Pro Program for professional guides and outdoor professionals. The company maintains brand presence across Instagram, Facebook, YouTube, X, and LinkedIn, and uses content marketing through video series like WildBound. Marketing is anchored on the American-made story and the founder's outdoor credentials. Distribution is exclusively domestic (USA) and operated internally, with no disclosed third-party retail, wholesale, or international distribution partners. FORLOH is bootstrapped with no disclosed venture capital, private equity, or institutional investors, and there are no disclosed funding rounds, acquisitions, or M&A activity in the source materials. Headcount is not disclosed, and the company operates from a single headquarters and retail location in Montana.

Name

FORLOH

Legal name

FORLOH Inc.

Website

https://forloh.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

FORLOH is a 100% American-made outdoor performance apparel company founded in 2018, serving hunting, fishing, hiking, and snow-sports enthusiasts directly through its e-commerce site and a flagship retail store in Whitefish, Montana.

Ownership category

akta.pro rank

Product category

Outdoor Performance Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Outdoor performance apparel
• Hunting clothing
• Fishing apparel
• American-made clothing
• Technical outdoor wear

Headquarters

HQ city

Whitefish

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of outdoor performance apparel through e-commerce website and physical retail store. Products are sold at fixed prices with various color and size options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

FORLOH designs, sources, and manufactures 100% American-made technical outdoor performance apparel sold directly to consumers. The product portfolio includes sun-protective shirts, hoodies, pants, base layers, midlayers, insulated down jackets, rain ponchos, and field accessories for hunting, fishing, hiking, and snow sports, organized around proprietary technologies such as SolAir (UPF 50+ with brrr Pro cooling), Insect Shield, ThermoNeutral Down, Merino Wool, and Brush to Mountain rugged outerwear. Sales occur through the company's own e-commerce website and a flagship retail store in Whitefish, Montana.

Product overview

FORLOH is a performance outdoor apparel company offering a unified product portfolio of American-made technical clothing designed for hunting, fishing, hiking, and snow sports. The product ecosystem centers on five core technology lines: SolAir (UPF 50+ cooling sun protection with brrr° Pro technology), Insect Shield® (bug and tick protection), ThermoNeutral Down (800-fill down insulation), Merino Wool (cruelty-free natural fiber layers), and Brush to Mountain (rugged waxed cotton and field-ready outerwear). The men's and women's collections include sun shirts, hoodies, pants, base layers, midlayers using Polartec® fleece, insulated down jackets, rain ponchos, and accessories such as knives, day packs, and beanies. Products are sold directly through the e-commerce platform and a physical retail location in Whitefish, Montana, with all manufacturing and sourcing conducted entirely within the United States.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's SolAir Long-Sleeve Sun Shirt American-made UPF 50+ long-sleeve sun shirt with SolAir cooling technology, Polygiene Stay Fresh antimicrobial odor control, and 4-way stretch construction for warm-weather fishing, hiking, and hunting.
• Men's SolAir Full-Zip Sun Hoodie UPF 50+ full-zip hoodie with SolAir cooling technology for breathable comfort during outdoor activities.
• Men's SolAir Lightweight Utility Pant Lightweight performance pants with SolAir fabric for warm-weather outdoor use.
• Men's SolAir Button-Down Shirt UPF 50+ button-down shirt designed for outdoor activities requiring sun protection and mobility.
• Men's ThermoNeutral Down Hooded Jacket Insulated hooded jacket with 800-fill down insulation for cold-weather hunting and outdoor activities.
• Women's ThermoNeutral Down Hooded Jacket Women's insulated down jacket with 800-fill down for cold-weather protection.
• Men's Polartec Power Grid Half-Zip Midlayer Midlayer pullover using Polartec Power Grid fleece for moisture management and warmth.
• Women's Polartec Power Grid Half-Zip Midlayer Women's midlayer using Polartec Power Grid fleece for active insulation.
• Men's Polartec 200 Fleece Vest Lightweight fleece vest using Polartec 200 fleece for core warmth.
• Women's Polartec Fleece Vest Women's fleece vest using Polartec 200 fleece technology.
• Men's Brush to Mountain Pro Pant Rugged field pants from the Brush to Mountain collection designed for demanding outdoor terrain.
• Women's Brush to Mountain Pro Pant Women's rugged field pants from the Brush to Mountain collection for outdoor pursuits.
• Men's Brush to Mountain Waxed Cotton Jacket Waxed cotton field jacket from the Brush to Mountain collection for rugged outdoor use.
• Men's Brush to Mountain Camo Pro Pant Camouflage-pattern hunting pants from the Brush to Mountain collection with rugged construction.
• Men's AllClima Stretch Woven Jacket Stretch woven jacket providing weather protection and mobility for variable outdoor conditions.
• Women's AllClima Soft Shell Jacket Women's soft shell jacket offering weather resistance and stretch for outdoor activities.
• Women's AllClima Stretch Woven Pant Women's stretch woven pants for outdoor hiking and trail activities.
• Men's Deep Space Base Layer Crew Base layer top with scent control technology for hunting applications.
• Women's Deep Space Base Layer Crew Women's base layer top with Deep Space scent control technology.
• Men's Combat Wool Merino Base Layer Crew Merino wool base layer top providing natural temperature regulation for outdoor activities.
• Men's Merino Hi-Loft Insulator Vest Merino wool insulated vest for cold-weather layering.
• Women's Insect Shield Hooded Long-Sleeve Shirt Women's hooded shirt with Insect Shield bug protection and SolAir UPF 50+ technology.
• Women's Insect Shield Lightweight Pants Women's lightweight pants with Insect Shield bug protection for warm-weather outdoor activities.
• 3L Waterproof Packable Rain Poncho 3-layer waterproof packable rain poncho for outdoor protection.
• Ultralight Waterproof Rain Poncho Lightweight packable rain poncho for outdoor emergency weather protection.
• Youth ThermoNeutral Down Pant Youth insulated down pants for cold-weather outdoor activities.
• FORLOH Merchant Folding Knife Premium folding knife designed for outdoor field use.
• Willow Knife Field knife for hunting and outdoor use.
• Draper Knife Premium field knife for hunting applications.
• Expander Day Pack Hunting day pack with expandable storage for outdoor excursions.
• Method Bino Harness Binocular chest harness for hunting and outdoor observation.
• Merino Wool Boot Socks Merino wool socks for outdoor footwear.
• Frontier Merino Beanie Merino wool beanie for cold-weather outdoor activities.

Quantifiable outcome

• UPF 50+ sun protection rating on SolAir products
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• First Lite: Merino-based hunting apparel specialist with a comparable niche hunting focus and premium positioning; overlaps with FORLOH on Merino base layers, outerwear, and hunting-centric merchandising.
• Filson: Heritage American-made outdoor brand with waxed cotton outerwear, rugged field clothing, and a multi-channel (DTC + wholesale + own stores) distribution model—closely aligned with FORLOH's American-made and hunting/outdoor identity.
• Outdoor Research: Technical outdoor apparel and accessories brand covering hiking, hunting, and snow sports with comparable proprietary technologies (e.g., insect protection, sun protection) and premium pricing.
• Orvis: Long-established outdoor brand with strong hunting and fishing apparel lines plus multi-channel retail; comparable to FORLOH in target segments (hunters, anglers) and in offering premium American outdoor apparel.
• Sitka Gear: Premium hunting and outdoor apparel brand focused on technical gear for hunters, with similar proprietary fabric platforms, hunting-centric segmentation, and premium price points—making it FORLOH's closest direct competitor.
• KUIU: DTC-led premium hunting and outdoor apparel brand with strong technical fabric claims and a loyal hunting/endurance community—directly comparable in product positioning and target customer to FORLOH.

Broad incumbents

• Arc'teryx: Premium technical outdoor apparel brand with overlapping product categories (insulated jackets, shells, base layers) at similar price points; competes with FORLOH in technical performance and aspirational positioning.
• Bass Pro Shops: Largest US specialty retailer for hunting, fishing, and outdoor recreation with broad private-label and branded apparel offerings; represents the dominant omnichannel incumbent competing for the same end consumer.
• Under Armour: Large performance apparel incumbent with hunting and outdoor lines (e.g., UA Hunt) and broad marketing reach—competes with FORLOH in performance outdoor categories at a broader price spectrum.
• Patagonia: Dominant premium outdoor apparel incumbent with broad multi-sport coverage, deep wholesale distribution, and strong sustainability/quality positioning—represents the broad incumbent that FORLOH competes against for share of wallet in outdoor apparel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/forloh_official
• YouTubeyoutube.com/channel/UCVuoEhij5VX_YDrUXRgXe-Q
• Facebookfacebook.com/forloh
• LinkedInlinkedin.com/company/forloh-inc
• Instagraminstagram.com/forloh_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 FORLOH