Lon Gundie

What Lon Gundie does

Lon Gundie, LLC is a privately held, US-based direct-to-consumer apparel brand founded in December 2015 after approximately two years of product development. The company designs and sells performance base layers, thermal underwear, and rash guards for outdoor enthusiasts engaged in snow sports (skiing, snowboarding) and water sports (sailing, kayaking, beach activities), organized into Men's, Women's, and Junior's categories. The product line is built around two proprietary fabric technologies — WINTERWARM™, a cold-weather fabric with UPF 30+, anti-odor, sweat-wicking, breathable, and 4-way stretch properties, and OPTIAIR™, a lightweight, quick-drying fabric with UPF 30+ sun protection intended for warm-weather and water use. All products are manufactured in New York City using domestically produced fabrics.

The company operates a Shopify-powered DTC storefront at longundie.com with US-only shipping (48 contiguous states plus Hawaii and Alaska, excluding US territories and military addresses). Products are priced at $48 for junior rash guards and $68 for men's and women's rash guards, with digital gift cards sold in $50–$150 denominations. The company supplements DTC with two secondary channels: a Wholesale Inquiry form for retailers/dealers and a B2B Custom Program for teams, clubs, and organizations seeking branded apparel. Marketing is conducted organically through Facebook, Instagram (with a #longundie user-generated content campaign), a blog, and a MailChimp-managed email newsletter. The company is founder-owned and bootstrapped, with no disclosed institutional investors, no headcount data, and no publicly named management team beyond a single generic [email protected] contact. A 2016 brand-ambassador partnership with US Olympic sailors Thomas Barrows and Joe Morris of US Sailing Team Sperry represents the company's most notable marketing alliance.

Name

Lon Gundie

Legal name

Lon Gundie, LLC

Website

https://longundie.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Lon Gundie, LLC is a privately held US direct-to-consumer apparel brand that designs and sells performance base layers and rash guards for snow and water sports enthusiasts, using two proprietary fabric technologies (WINTERWARM™ and OPTIAIR™) manufactured in New York City from US-made fabrics.

Ownership category

akta.pro rank

Product category

Performance Activewear / Base Layer Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599), Apparel Manufacturing (315)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Thermal Underwear & Base Layers (CRAAAIAG)

akta.pro secondary industry

Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)

Keywords

• Performance base layers
• Rash guards
• Thermal underwear
• Sports activewear
• Outdoor apparel

Headquarters

HQ city

Waxhaw

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales: Direct e-commerce sales of base layers, thermal underwear, and rash guards to consumers. Products include tops and bottoms for snow and water sports across women's, men's, and junior's categories.
2. Gift Cards: Digital gift cards sold in $50, $75, $100, and $150 denominations for gifting purposes.
3. Custom Program: B2B custom gear program and private shop orders for teams, clubs, and organizations requiring branded or customized base layer apparel.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Lon Gundie designs and sells performance base layers, thermal underwear, and rash guards for water and snow sports across men's, women's, and junior's categories. Products are built around two proprietary fabric technologies—WINTERWARM™ for cold-weather insulation and OPTIAIR™ for lightweight, quick-drying water sports with UPF 30+ sun protection—and are manufactured in New York City from US-made fabrics. The company also operates a Custom Program that supplies personalized gear and private-shop apparel to teams, clubs, and organizations.

Product overview

Lon Gundie is an e-commerce apparel brand specializing in performance base layers and rash guards for outdoor water and snow sports. The company offers two proprietary fabric technologies: WINTERWARM™ for cold weather insulation and OPTIAIR™ for lightweight sun protection. Products are organized into three core categories (Men's, Women's, and Junior's) across two activity lines (Snow and Water), with a Custom Program for personalized gear. The portfolio centers on rash guard tops and base layers priced at $48-$68, complemented by gift cards. All products are manufactured in New York City using domestically produced fabrics.

Differentiator

Problem solved

Functional benefit

Brands

• WINTERWARM™: Signature performance fabric designed for snowy winters, featuring UPF 30+, anti-odor, sweat-wicking, breathable, 4-way stretch properties. The face side is silky for easy layering; the back side is lightly brushed for warmth.
• OPTIAIR™

Products and services

• Women's Rash Guard Top (Fitted and Long Sleeve) Fitted and long-sleeve rash guard tops for women, made from OPTIAIR™ fabric with UPF 30+ sun protection, quick-drying properties, flatlock seaming to minimize chafing, and princess lines for a feminine fit. Priced at $68.00 each and offered in multiple colors across the Teal, Red, Blue, Green, and Siena Pink palettes.
• Men's Rash Guard Top (Fitted) Fitted rash guard tops for men made from OPTIAIR™ fabric with UPF 30+ sun protection and moisture-wicking properties, available in Gray, Red, and Navy colors and priced at $68.00 each.
• Junior's Rash Guard Top (Long Sleeve) Long-sleeve rash guard tops for juniors made from OPTIAIR™ fabric with UPF 30+ sun protection, sized for children approximately ages 6-14, priced at $48.00 each and available in Pink, Orange, Navy, and Green colors.
• Lon Gundie Gift Card Digital gift cards available in fixed denominations of $50, $75, $100, and $150 for purchasing Lon Gundie apparel as a gift.
• Lon Gundie Custom Program Custom gear program and Private Shop service enabling teams, clubs, schools, and organizations to order personalized and branded Lon Gundie base layer apparel through dedicated inquiry and pre-order pages on longundie.com.

Quantifiable outcome

• UPF 30+ sun protection across all fabric lines
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Shopify Inc.coreTechnology or IntegrationE-commerce platform provider hosting Lon Gundie's online store. Provides secure payment processing, PCI-DSS compliant checkout, and infrastructure for the direct-to-consumer sales model.
• US Sailing Team SperryminorGTM or Marketing PartnerOlympic sailing team (Thomas Barrows and Joe Morris) served as brand ambassadors for Lon Gundie, promoting products during 2016 Rio Olympics. Team competed in 49er class under US flag.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• NRS: Specialist in paddling, kayaking, and water-sports apparel including rash guards and base layers. Closely comparable in product functionality (UPF, quick-dry, moisture-wicking) and customer segment to Lon Gundie's water line.
• Helly Hansen: Norwegian heritage brand with a strong Lifa base-layer line and one of the most established players in offshore and sailing apparel. Closely comparable to Lon Gundie on the sailing rash-guard and snow base-layer use cases.
• Icebreaker: Merino-based base layer specialist serving ski, hike, and active outdoor segments. Competes in the same thermal underwear / base layer category with comparable premium positioning and DTC-led distribution.
• ExOfficio: Travel and outdoor performance apparel brand with technical base layers featuring moisture-wicking and sun protection. Overlaps with Lon Gundie on fabric functionality and the active-outdoor enthusiast target customer.
• Gill Marine: Specialist sailing and marine apparel brand offering technical rash guards, base layers, and dinghy/keelboat gear. Direct overlap with Lon Gundie's water sports customer segment and pricing tier.
• Patagonia: Iconic outdoor apparel maker with the Capilene base-layer line and extensive rash guard / water sports offerings. Competes head-on with Lon Gundie's WINTERWARM™ and OPTIAIR™ fabrics in the same enthusiast channels and DTC ecosystem.
• Musto: Premium British sailing and outdoor performance apparel maker with offshore and inshore technical base layers. Competes for the same high-end sailing enthusiast that Lon Gundie targets, particularly through team and event sponsorships.
• Smartwool: Specialist in merino wool base layers and socks for outdoor and snow sports. Targets a similar performance-oriented outdoor enthusiast customer as Lon Gundie, particularly in cold-weather layering.

Broad incumbents

• Under Armour: Mass-market performance apparel giant with HeatGear and ColdGear base layer franchises directly addressing Lon Gundie's core categories. Has vastly larger marketing budget, wholesale distribution, and SKU breadth across men's, women's, and youth segments.

Emerging players

• Mack Weldon: Premium DTC apparel brand known for everyday base layers and underwear with moisture-wicking and antimicrobial properties. Comparable in DTC playbook, premium unit pricing, and fabric technology marketing, though oriented to everyday rather than sport-specific use.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/longundie
• Instagraminstagram.com/longundie

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 Lon Gundie