What Onward Reserve does

Onward Reserve is a privately-held, direct-to-consumer men's lifestyle apparel brand founded in 2012 and headquartered in Atlanta, Georgia. The company sells through a Shopify-powered e-commerce storefront at onwardreserve.com, offering a comprehensive wardrobe including polos, button-downs, tees, pants, shorts, sport coats, jackets, footwear, and accessories, with prices ranging from $15 bar soaps to $895 Loro Piana sport coats. Its product strategy is anchored in three pillars: officially licensed collegiate merchandise for 100+ universities across SEC, ACC, Big 10, and Big 12 conferences; PGA Tour-aligned golf apparel co-designed with brand ambassadors Harris English, Brendon Todd, and Will Dickson; and the officially licensed Onward Reserve x Waffle House collaboration spanning 36+ products. The company supplements its DTC channel with wholesale accounts and custom bulk-order programs for teams, groups, and corporate apparel.

The business model combines direct e-commerce sales (primary), licensing royalties from collegiate/brand collaborations, and B2B wholesale/custom orders. Distribution is domestic US-only, with free ground shipping on orders over $200. The technology stack is intentionally lean — Shopify for the storefront with no proprietary technology, integrations, AI capabilities, or mobile app disclosed. Marketing relies on organic social media, the brand-hosted UnReserved podcast, email marketing, PGA Tour athlete partnerships, and a Reserve Club loyalty program. The company maintains structured sub-brands including The Locker (collegiate), Collegiate Locker, The Golf Shop, and OR x WaHo.

Name

Onward Reserve

Website

https://onwardreserve.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Onward Reserve is a privately-held DTC men's lifestyle apparel brand selling Southern-inspired clothing, golf apparel, and officially licensed collegiate and Waffle House merchandise through a Shopify storefront, supplemented by wholesale and custom-order channels serving consumers in the United States.

Ownership category

akta.pro rank

Product category

Men's Lifestyle Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Men’s Apparel Retail (CRAAABAC), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

Keywords

• Men's lifestyle apparel
• Collegiate licensed merchandise
• Golf performance apparel
• Southern menswear brand
• Direct-to-consumer clothing

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through their Shopify-powered online store selling apparel, accessories, and lifestyle products directly to consumers.
2. Licensed Collegiate & Brand Collaborations: Revenue from licensed collegiate merchandise and brand collaborations such as the Onward Reserve x Waffle House collection featuring officially licensed Waffle House branded products.
3. Wholesale & Custom Orders: B2B revenue through wholesale accounts and custom bulk orders for groups, teams, or organizations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Onward Reserve designs, sources, and sells premium men's lifestyle apparel and accessories through a direct-to-consumer Shopify storefront. Its assortment spans polos, button-downs, tees, pants, shorts, boxers, swimwear, sport coats, jackets, footwear, leather goods, and lifestyle gifts, with notable branded programs including the Locker Collection (100+ university-licensed collegiate merchandise), the Golf Shop (performance apparel co-designed with PGA Tour pros), and the Onward Reserve x Waffle House collaboration.

Product overview

Onward Reserve is a lifestyle apparel brand offering a comprehensive wardrobe for men focused on quality casual and collegiate-inspired clothing. The product portfolio centers on core apparel categories including polos, button-downs, tees, pants, shorts, swimwear, sport coats, jackets, and footwear. The brand features several sub-brands and collaborations: The Locker Collection and Collegiate merchandise supporting over 100 universities across SEC, ACC, Big 10, and Big 12 conferences; The Golf Shop featuring Harris Performance golf apparel; and the Onward Reserve x Waffle House licensed collaboration. Accessories include belts, hats, socks, ties, wallets, and leather goods. The gift category encompasses books, candles, grooming products, home accessories, speakers (Turtlebox outdoor Bluetooth speakers), and travel gear.

Differentiator

Problem solved

Functional benefit

Brands

• OR x WaHo: Onward Reserve x Waffle House collaboration collection featuring licensed Waffle House branded apparel and accessories
• The Locker
• Collegiate Locker
• The Golf Shop
• Reserve Club

Products and services

• Polos Performance and traditional polo shirts designed for golf and casual wear, offered in Performance, Piqué, Links, and Old School styles for men.
• Button Downs Classic and tailored fit button-down shirts including quad shirts and performance woven shirts for men.
• Tees Casual t-shirts including vintage wash tees and athletic-inspired athlete tees for men.
• Pants Five-pocket pants and chinos including Classic Five Pocket, Hybrid Five Pocket, Harris Performance, City Chino, and Briar styles for men.
• Shorts Hybrid shorts, Harris Golf Shorts, and other casual and athletic shorts for men.
• Boxers Performance boxers with various patterns and solid color options.
• Swimwear Swim trunks and beach wear including Troller, Barb, Bonefish, and Fins styles with nylon mesh lining.
• Sport Coats Premium sport coats made with fine fabrics from Loro Piana, E. Thomas, Fratelli, Drago, Di Pray, and other luxury brands, priced $555-$895.
• Jackets Outerwear including Red Hills Stretch Canvas Coat, Grid Quilted Jacket, Braswell Jacket, and Arven Jacket.
• Pullovers & Hoodies Performance pullovers, quarter-zips, and hoodies including Trail Performance Hoodie, Yeager Performance Pullover, and Frost Fleece styles.
• Sweaters & Vests Knit sweaters and vest options for layering.
• Footwear Leather shoes including Bit Loafer, Roper Boot, Highland Chelsea Boot, and Lace Driver styles for men.
• Belts & Buckles Leather belts including ostrich, crocodile, alligator, snakeskin, suede, and canvas options, plus needlepoint belts.
• Hats Rope hats, oxford hats, and baseball caps including collegiate and Waffle House branded styles.
• Socks Cotton socks including collegiate branded mid-calf socks.
• Ties & Pocket Squares Neckties, wool ties, and pocket squares including collegiate themed designs.
• Wallets Premium leather wallets including Quilted Ostrich Bifold and American Bison options.
• Books Lifestyle and hobby books covering golf, BBQ, outdoor cooking, and Southern culture.
• Candles Scented candles including Lighthouse, Bourbon & Vanilla, and Longleaf Pine varieties.
• Grooming Personal care products including bar soaps, Dopp kits, and grooming accessories.
• Home Accessories Leather home goods including picture frames, coasters, scorecard holders, and throw blankets.
• Speakers Turtlebox outdoor Bluetooth speakers including Gen 3 and Ranger models with waterproof ratings, priced $250-$430.
• Travel Accessories Travel bags and accessories including garment bags, duffles, briefcases, and toiletry bags.
• Gift Cards Physical and virtual gift cards available in $25+ increments.
• Collegiate Licensed Merchandise Officially licensed university and college branded merchandise supporting over 100 schools across major NCAA conferences (SEC, ACC, Big 10, Big 12) plus MLB teams.
• Onward Reserve x Waffle House Collection Officially licensed collaboration with Waffle House featuring 36+ products including printed performance polos, swim trunks, rope hats, and casual wear with Waffle House branding.
• The Golf Shop Collection Golf-specific collection featuring Harris Performance pants co-designed with PGA Tour pro Harris English, performance polos, and golf accessories.
• MLB Licensed Merchandise Major League Baseball licensed merchandise including team-branded apparel and accessories across the National League and American League.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PGA Tour Professionals (Harris English, Brendon Todd, Will Dickson)keyGTM or Marketing PartnerPGA Tour professionals serve as brand ambassadors representing the Onward lifestyle. Harris English co-designed the Harris Performance Five Pocket Pants collection with input on pocket design and fabric for golf use. These athletes authentically represent the brand through their lifestyle activities including golf, hunting, and outdoor pursuits.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Chubbies: Men's casual apparel brand built on Southern/sketchy-prep identity with a strong shorts, swim, and swimwear focus. Comparable DTC-first, social-led marketing approach and overlapping core customer (affluent men 25–45) with Onward Reserve.
• Marine Layer: Casual lifestyle apparel brand known for soft, well-fitting basics and a strong DTC-plus-retail footprint. Compares on DTC-led men's apparel, lifestyle gifting, and a similarly broad SKU strategy across shirts, bottoms, and accessories.
• Bonobos: DTC men's apparel brand known for fit innovation in pants, shorts, and sportcoats. Highly comparable in DTC e-commerce model, premium men's apparel positioning, and category breadth (shirts, bottoms, outerwear, accessories).
• Rhone: Men's performance and lifestyle apparel brand targeting active professionals with premium technical fabrics. Overlaps with Onward Reserve's Harris Performance golf line, performance pullovers, and the 'gym-to-office' use case for the same affluent male demographic.
• Peter Millar: Premium men's sportswear brand with deep credibility in golf, country club, and collegiate channels. Closely matches Onward Reserve's premium pricing tier ($100–$900 sport coats), Loro Piana fabric sourcing, and pro-tour ambassador strategy.
• Vineyard Vines: Premium men's and women's lifestyle brand with a strong preppy/Southern/Coastal identity and extensive wholesale plus DTC presence. Direct overlap with Onward Reserve in Southern lifestyle, collegiate, and gift categories, and a shared customer base of affluent 25–55 consumers.
• TravisMathew: Golf and lifestyle apparel brand owned by Callaway, built around PGA Tour visibility and 'course-to-cocktails' versatility. Directly overlaps with Onward Reserve's The Golf Shop, Harris Performance line, and pro-ambassador-led marketing playbook.
• Southern Tide: Southern lifestyle apparel brand headquartered in the Southeast with strong collegiate licensing and a similar 'clean and classic' aesthetic. Highly comparable in target demographic, gameday/collegiate focus, and DTC-plus-wholesale model.

Broad incumbents

• Lululemon: Global athletic and lifestyle apparel incumbent with a fast-growing men's golf and 'casual luxury' offering. Sets the ceiling on premium active-lifestyle pricing, fabric technology, and brand authority that Onward Reserve competes against in the performance/golf space.
• Brooks Brothers: Iconic American menswear brand with broad assortment including sport coats, dress shirts, and accessories. Comparable to Onward Reserve's sport coat and tailored categories (Loro Piana, E. Thomas, Drago fabrics) and competes for similar occasion-driven purchases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/OnwardReserve
• Facebookfacebook.com/onwardreserve
• Instagraminstagram.com/onwardreserve
• TikToktiktok.com/@onwardreserve
• LinkedInlinkedin.com/company/onwardreserve

Revenue estimate

Valuation estimate

Number of profiles

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 Onward Reserve