OutsideIn
OutsideIn is a Belfast-based direct-to-consumer clothing brand selling outdoor apparel and accessories through Shopify and one outlet store, unified by a one-for-one model that donates essential clothing to people experiencing homelessness via 40+ global Giving Partners.
- Company typePrivate
- Founded2016
- HeadquartersBelfast, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What OutsideIn does
OutsideIn (legally We Are Outside In Limited) is a Belfast, Northern Ireland-based direct-to-consumer clothing brand founded in 2016 by David Johnston. The company designs and sells outdoor-inspired apparel and accessories — including fleeces, outerwear, hoodies, t-shirts, headwear, socks, crossbody bags, and kids headwear — through a Shopify e-commerce storefront (weareoi.com) and a single physical outlet at the Boulevard in Banbridge, with seasonal festival and pop-up presence across the UK and Ireland. All products are manufactured through SMETA-audited factory partners, and the catalog spans a £6.50 to £95 price range with unit-based pricing and free UK delivery over £70.
The brand is unified by a 'Wear One, Share One' one-for-one giving model: every customer purchase triggers donation of a brand-new, specially designed 'Giving Item' (such as thermal beanies, thick socks, or underwear that cannot be second-hand donated) to people experiencing homelessness, distributed through a network of 40+ charitable Giving Partners globally. The company has donated 239,000+ items since 2016 (as of April 2026), with on-product 'Tag of Hope' messaging and a feedback loop from partners informing Giving Item design.
OutsideIn is a privately held, founder-owned company with 16 employees, no disclosed institutional funding or outside investors, and a UK and Ireland primary market focus. Revenue is generated entirely through direct product sales (one-time purchases) plus dead-stock and sample clearance via Thrift Store pop-ups at the Boulevard location; the company does not operate subscription, licensing, or wholesale channels.
OutsideIn firmographics
Firmographics- Name
- OutsideIn
- Legal name
- We Are Outside In Limited
- Website
- https://weareoi.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OutsideIn is a Belfast-based direct-to-consumer clothing brand selling outdoor apparel and accessories through Shopify and one outlet store, unified by a one-for-one model that donates essential clothing to people experiencing homelessness via 40+ global Giving Partners.
- Ownership category
- akta.pro rank
OutsideIn industry classification
Industry- Product category
- Outdoor Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (4581)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)
- akta.pro secondary industries
- Backpacks, Bags & Load-Carriage Retail (CRAMAMAI), Backpacks & Travel Bags (CRAAAJAB)
Keywords
Where OutsideIn is headquartered
LocationHeadquarters
- HQ city
- Belfast
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
OutsideIn business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Direct Product Sales: OutsideIn generates revenue through direct sales of apparel and accessories via its e-commerce website and physical retail store. Every purchase triggers a donation of essential clothing items to someone experiencing homelessness through the Wear One, Share One model.
- Thrift Store Pop-Up Sales: Dead-stock, damaged items and sample products that cannot be listed on the main store are sold through OutsideIn Thrift Store pop-ups at their Boulevard location. Proceeds help cover delivery and distribution costs for Giving Items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Outerwear/Fleeces |
| Unit Pricing | Pay-as-you-go | Tops/T-Shirts & Hoodies |
| Unit Pricing | Pay-as-you-go | Bottoms & Accessories |
| Unit Pricing | Pay-as-you-go | Socks & Headwear |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
OutsideIn product offering
Product offeringCore offering
OutsideIn designs, sources and sells outdoor-inspired apparel and accessories (fleeces, jackets, hoodies, t-shirts, cargo pants, headwear, socks, bags) through its own Shopify e-commerce site and one physical outlet store in Banbridge, Northern Ireland. Every purchase triggers the donation of a brand-new essential clothing item to a person experiencing homelessness through its 'Wear One, Share One' model and a network of 40+ charitable giving partners. Pricing is unit-based per SKU in GBP for the UK and EUR for the Republic of Ireland, with free delivery above defined thresholds.
Product overview
OutsideIn is a purpose-driven clothing brand offering a unified portfolio of apparel and accessories unified by the 'Wear One, Share One' social impact model. The core product lines include: Fleeces (Essential Quarter Zip, Wave, Signature Pocket, Band, Borg, and Gilets), Outerwear (Shower Jackets, Festival Jackets, Puffer Jackets, Coach Jackets), Hoodies & Sweatshirts, T-Shirts, Bottoms (Cargo Pants), Headwear (Dad Caps, Beanies, Pom-Pom Hats), Kids Headwear, Socks (Vintage, Cloud Dancer, Abstract), and Crossbody Bags. The brand also offers Gift Cards and operates a physical Boulevard Outlet Store. All products follow oversized unisex fit sizing (Men's XXS-XXXL) and are manufactured with ethical SMETA-audited factory partners. The product ecosystem is unified by the social mission: every purchase triggers a donation of essential clothing to someone experiencing homelessness, with specific 'Giving Products' matched to each purchase category (e.g., Fleeces donate underwear, T-Shirts donate socks, Beanies donate thermal beanies).
Differentiator
Problem solved
Functional benefit
Brands
- Oi: Shortened brand name used for product branding (e.g., Oi embroidery on products, 'Oi Fam' community reference).
Quantifiable outcome
- 239,000+ Giving Items donated since 2016
- +1 more outcomes
Companies that use OutsideIn
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
OutsideIn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
OutsideIn partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Liverpool Homeless OutreachcoreCharitable partner distributing donated items to residents at DJK Recovery House who have recently come out of homelessness and/or addiction. Receives Oi Hats and other essential clothing items to support their recovery community.
- Soup Kitchen LondoncoreLondon-based charitable organisation receiving donations of essential clothing items and fundraising support from OutsideIn. Distributes items to guests experiencing homelessness, particularly warm clothing for winter survival when sleeping rough.
- Giving Partners NetworkcoreOver 40 organisations globally partnered with OutsideIn to distribute donated clothing items to people experiencing homelessness. These partners provide critical feedback which informs the designs, quantities, and types of items needed to meet the greatest needs of those experiencing homelessness. Partners include various homeless charities, shelters, and outreach organisations across the UK and beyond.
Scale indicators4 records
Recent moves4 records
Expansion highlights5 records
OutsideIn competitors and assessment
Company assessmentDirect peers
- Cotopaxi: Mission-driven outdoor apparel and gear brand (Questival, 'Gear for Good') selling fleeces, jackets, and accessories with a purpose-led positioning that closely parallels OutsideIn's outdoor-aesthetic plus social impact combination.
- Lucy & Yak: UK-founded ethical apparel brand (dungarees, fleeces, outerwear) sold DTC and through festivals/pop-ups with a strong values-driven brand identity — comparable in channel mix (DTC + events), price points, and UK ethical-apparel positioning.
- Boody: Eco-friendly essentials apparel brand (basics, underwear, socks) sold DTC with a strong sustainability story. Comparable on the 'everyday essentials with purpose' angle that overlaps with OutsideIn's Giving Items focus.
- United By Blue: Apparel and accessories brand that removes a pound of plastic from oceans/w waterways for every product sold. Same mission-mechanic (purchase triggers tangible impact) targeting outdoor-lifestyle consumers with apparel and bags.
- TOMS: One-for-one footwear and apparel brand whose original model (one pair purchased = one pair donated) is the archetypal comparison for OutsideIn's 'Wear One, Share One' giving mechanic, even though TOMS has since broadened its giving approach.
- Finisterre: UK-based sustainable outdoor and coastal apparel brand selling fleeces, jackets, and accessories with strong ethical/sustainability credentials — directly comparable product mix and target customer to OutsideIn's outdoor-inspired NI heritage positioning.
Broad incumbents
- Patagonia: Largest and most established mission-led outdoor apparel incumbent. Sells fleeces, fleeces, jackets, and accessories with deep environmental/activism credentials; broader assortment and global scale dwarf OutsideIn but represent the category leader OutsideIn aspires toward.
- Regatta: Large UK outdoor and casualwear brand offering fleeces, jackets, and accessories across a wide price range through DTC and wholesale. Comparable product portfolio at a much larger scale, representing the value-oriented incumbent against which OutsideIn's premium positioning must differentiate.
Regional players
- Saltrock: UK heritage surf/outdoor casualwear brand selling fleeces, hoodies, jackets and accessories through owned retail and concessions. Comparable product mix and UK casual-outdoor positioning; serves as a regional incumbent in the same shelf-space as OutsideIn.
Emerging players
- Tough Cookie Apparel: Small UK social-impact streetwear/outerwear brand with a charitable giving component and comparable price-point outdoor casual apparel — directly comparable as a small-scale UK mission-driven outerwear brand.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
OutsideIn social profiles
Digital presenceOutsideIn compliance and trust
Trust signalCompliance1 record
OutsideIn financial estimates
Financial estimateRevenue estimate
Valuation estimate
OutsideIn leadership team
Management profileNumber of profiles
Profiles1 record
OutsideIn funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OutsideIn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OutsideIn
What does OutsideIn do?
OutsideIn designs, sources and sells outdoor-inspired apparel and accessories (fleeces, jackets, hoodies, t-shirts, cargo pants, headwear, socks, bags) through its own Shopify e-commerce site and one physical outlet store in Banbridge, Northern Ireland. Every purchase triggers the donation of a brand-new essential clothing item to a person experiencing homelessness through its 'Wear One, Share One' model and a network of 40+ charitable giving partners. Pricing is unit-based per SKU in GBP for the UK and EUR for the Republic of Ireland, with free delivery above defined thresholds.
Is OutsideIn a public or private company?
OutsideIn is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was OutsideIn founded?
OutsideIn was founded in 2016. It employs 11 to 50 people.
Where is OutsideIn based?
OutsideIn is headquartered in Belfast, United Kingdom, in the Europe region.
How does OutsideIn make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are thrift Store Pop-Up Sales.
Who are OutsideIn's main competitors?
Direct peers on record are Cotopaxi, Lucy & Yak, Boody, United By Blue, TOMS and Finisterre. Broad incumbents are Patagonia and Regatta. Saltrock is listed as a regional player. Tough Cookie Apparel is listed as an emerging player.
Does OutsideIn have an API?
No public API is recorded for OutsideIn.
What industry is OutsideIn in?
OutsideIn's product category is Outdoor Apparel. Its primary akta.pro industry code is CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing), with a secondary code of CRAMAMAI, Backpacks, Bags & Load-Carriage Retail. Its NAICS code is 4581 and its SIC code is 5600.