What Bushlan Camouflage does

Bushlan Camouflage is a Texas-based, privately held camouflage apparel and gear company founded circa 1990 by professional wildlife biologists who designed the proprietary Bushlan® pattern using nature's shape disruptive principles. The pattern is offered in three colorways — Classic Green, Bushlan Brown, and Bushlan Gray — and is applied across a comprehensive product catalog including performance shirts, hunting pants, outerwear (jackets, pullovers, vests, econo suits), headwear (caps, beanies, face masks), accessories (backpacks, travel bags, pistol cases, shooting rests, insulated beverage holders), and bulk nylon fabric for vehicle wraps and custom applications. The SKU range covers men's, ladies', youth, and infant/toddler segments, with products emphasizing UV protection, moisture-wicking, breathability, and water resistance for hunting, wildlife observation, ranch work, and casual outdoor wear.

The company operates an exclusively direct-to-consumer business model through a single Shopify-powered storefront at bushlan.com, with no retail, wholesale, or third-party marketplace distribution disclosed. Pricing spans $5 for accessory items to $850 for a 50-yard fabric roll, with most apparel priced between $20 and $112. Customer acquisition relies on organic social media presence (Twitter, Facebook, Instagram, YouTube) and an email-based VIP Customer Club retention program; free shipping is offered on US orders over $75. The brand is trademark-registered and marketed as 'The Original Texas Camo' with 30+ years of heritage, though the company transitioned to new ownership around 2015 that brings 20+ years of wildlife manufacturing industry experience.

Revenue figures, headcount, funding history, and management team details are not disclosed. An affiliated entity, Atascosa Wildlife Supply (awsblinds.com), operates under the same ownership umbrella with a cross-promotional link from the Bushlan site. The operating geography is the United States, with no international shipping or expansion signals beyond the domestic market.

Name

Bushlan Camouflage

Legal name

Bushlan Camouflage

Website

https://bushlan.com

Company type

Private

Founded year

1990

Operating status

Operating

Short description

Bushlan Camouflage is a Texas-based private company that designs and sells proprietary camouflage apparel, headwear, and accessories for hunters and outdoor enthusiasts through a direct-to-consumer Shopify storefront. Founded circa 1990 and under new ownership since 2015, it offers a single pattern in three colorways across men's, ladies', and youth categories.

Ownership category

akta.pro rank

Product category

Hunting and Outdoor Camouflage Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)

akta.pro secondary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Camouflage apparel
• Hunting clothing
• Outdoor gear
• Performance hunting shirts
• Camo accessories

Headquarters

HQ city

Texas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase model for physical camouflage apparel and gear sold directly through the company's e-commerce website. Products include shirts, pants, outerwear, headwear, bags, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Bushlan Camouflage designs, manufactures, and sells proprietary camouflage apparel, headwear, bags, accessories, and nylon camouflage fabric directly to consumers through its Shopify e-commerce website. The company's product line centers on the proprietary Bushlan Shape Disruptive camouflage pattern, available in Classic Green, Bushlan Brown, and Bushlan Gray, and is targeted at hunters, wildlife observers, ranchers, and outdoor enthusiasts in the United States.

Product overview

Bushlan Camouflage is a Texas-based camouflage apparel company offering a comprehensive product line designed by professional wildlife biologists. The product portfolio centers on the proprietary Bushlan camouflage pattern available in Classic Green, Bushlan Brown, and Bushlan Gray. Core offerings include performance shirts (Port A Vent Back shirts, Dry Fit Performance shirts, Shooter shirts) and hunting pants across Men's, Ladies', and Youth categories. Outerwear includes hunting jackets, pullovers, dove vests, and econo suits. Headwear features various cap styles (mesh, full camo, accent, safety orange, face mask designs), beanies, and kids caps. Accessories include bags (travel bags, backpacks), shooting gear (pistol cases, shooting rests), and beverage insulators (can coldies, bottle coldies). The company also sells bulk nylon camouflage fabric for vehicle wraps and custom applications. All products emphasize concealment technology using nature's shape-disruptive principles with realistic leaf patterns and three-dimensional appearance.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Pants Fully lined hunting pants designed for cool days in a tree stand or stalking, available in Bushlan Green, Brown, and Gray.
• Ladies Pants Fully lined hunting pants cut specifically for women with feminine details matching dry fit shirts, available in Bushlan Green, Brown, and Gray.
• Youth Pants Full camouflage hunting pants designed for younger hunters, available in Bushlan Green, Brown, and Gray.
• Men's Port A Vent Back Shirt - Short Sleeve Performance shirt featuring tagless collar, perforated fabric for airflow, and moisture-wicking design for cool comfort and sun protection.
• Men's Port A Vent Back Shirt - Long Sleeve Long sleeve performance shirt with tagless collar, perforated fabric for excellent airflow, and moisture-wicking properties.
• Ladies Port A Vent Back Shirt - Short Sleeve Women's performance shirt with tagless collar, perforated fabric for airflow, and moisture-wicking design in various colors.
• Ladies Port A Vent Back Shirt - Long Sleeve Long sleeve women's performance shirt with perforated fabric, moisture-wicking, and sleeve buttons to roll up sleeves.
• Men's Dry Fit Performance Shirt - Short Sleeve 100% polyester breathable performance shirt suitable for warm weather hunting, base layer, or casual wear, available in Bushlan Green, Gray, and Brown.
• Men's Dry Fit Performance Shirt - Long Sleeve Long sleeve 100% polyester performance shirt, super breathable, available in Bushlan Green, Gray, and Brown.
• Ladies Dry Fit Performance Shirt - Long Sleeve Women's long sleeve performance shirt made of 100% polyester, super breathable, available in Bushlan Green, Gray, and Brown.
• Ladies Dry Fit Performance Shirt - Short Sleeve Women's short sleeve performance shirt made of 100% polyester, super breathable, available in Bushlan Green, Gray, and Brown.
• Youth Dry Fit Performance Shirt - Short Sleeve Youth short sleeve performance shirt made of 100% polyester, super breathable, available in Bushlan Green, Brown, and Gray.
• Youth Dry Fit Performance Shirt - Long Sleeve Youth long sleeve performance shirt made of 100% polyester, super breathable, available in Bushlan Green, Brown, and Gray.
• Shooter Shirt Heavyweight twill shirt perfect for cold weather hunting or casual wear, featuring 2 chest pockets and button down collar, available in Bushlan Green, Gray, and Brown.
• Men's Hunting Jacket Water resistant hunting jacket with pockets for essentials, suitable for layering or standalone wear, suitable for embroidery, available in Bushlan Green, Brown, and Gray.
• Ladies Jacket Quality women's jacket for hunting, hiking, and everyday use with inner wrist cuffs, zipper pockets, and hood for protection from elements.
• Universal Pullover Quarter zip pullover with water resistant exterior, pockets for essentials, suitable for layering or standalone wear, suitable for embroidery.
• Econo Suit Lightweight jacket, pants, mask, and gloves designed to quickly conceal over street clothes, available in Bushlan Green and Brown.
• Dove Vest Hunting vest with two large front pockets for shells, gear, and hulls, plus large rear pocket for game, available in Brown, Gray, and Green.
• Regular Bushlan Beanie Reversible beanie with soft fleece Safety Orange alternate side, water resistant camo side, available in Brown or Green.
• Bushlan Face Mask Logo Cap Cap with camo mesh face/neck concealment that can be tucked away, light and breathable, available in Brown, Gray, or Green.
• Backpack Water resistant backpack with 3 zippered pockets, two water bottle pockets, earbud cord openings, padded shoulder straps with waist clip, front pocket suitable for embroidery.
• Travel Bag Water resistant travel bag with lined interior, exterior boot pocket, removable shoulder strap, four feet for bottom protection, multiple pockets, front pocket suitable for embroidery.
• Pistol Case Padded pistol case with outside zipper pocket, constructed with water-resistant PVC backed 1000 Denier Nylon.
• Shooting Rest Hunting and sighting accessory with clear pocket, ammo storage, clasp for attachment, and secure closure pockets for filler material.
• Can Coldie Insulated can holder in Bushlan camo pattern.
• Bottle Coldie Insulated bottle holder in Bushlan camo pattern.
• Bushlan 60" Nylon Fabric 60 inch wide nylon camouflage fabric for vehicle wraps and custom applications, sold by yard or roll (50 yards), available in Bushlan Green, Brown, and Gray.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Atascosa Wildlife SupplyminorOthersRelated company under the same ownership/control. Referenced as 'More from Bushlan® Camo' link pointing to awsblinds.com. Appears to be an affiliated wildlife equipment brand.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sitka Gear: Premium technical hunting apparel brand selling shirts, pants, jackets, and outerwear to serious hunters; comparable to Bushlan in product categories (apparel, layering, headwear) and DTC/e-commerce distribution.
• King's Camo: Pattern-based hunting apparel company offering shirts, pants, outerwear, and headwear with proprietary camouflage designs; closely mirrors Bushlan's product breadth, pricing tier, and hunter-focused positioning.
• KUIU: DTC-first hunting apparel brand offering technical camo clothing and gear to whitetail and western hunters; relevant comparable given Bushlan's e-commerce-only model and apparel-led assortment.
• Realtree: The other leading camouflage pattern and hunting apparel brand in the US; competes head-to-head with Bushlan in pattern-licensed hunting apparel and gear across hunting seasons.
• First Lite: Performance hunting apparel brand built around proprietary camo patterns (Fuse, Cipher, Obsidian) and sold primarily DTC; comparable to Bushlan as a pattern-anchored hunting apparel specialist.
• Mossy Oak: One of the two dominant American camouflage pattern and hunting apparel brands; directly comparable to Bushlan as a pattern-led hunting clothing company with broad men's, women's, and youth assortments.
• Banded Holdings: Hunting apparel and gear brand with proprietary camo patterns (Mossy Oak collaborations and own patterns) covering shirts, pants, outerwear, and accessories; competes in similar hunting/outdoor specialty channels.

Others

• Atascosa Wildlife Supply: Affiliate wildlife-equipment brand sharing ownership with Bushlan; comparable as a related hunting/outdoor manufacturer operating under the same group, indicating potential cross-portfolio expansion and shared back-office benefits.

Broad incumbents

• Bass Pro Shops / Cabela's: Largest US specialty retailer of hunting, fishing, and outdoor gear selling third-party camouflage apparel; relevant as the dominant omni-channel hunting retailer competing for the same household's hunting-apparel wallet.

Emerging players

• Muddy Girl Camo: Women's-focused camouflage lifestyle and hunting apparel; overlaps with Bushlan's ladies segment and youth/family positioning, representing a more niche peer in the same camouflage-apparel space.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AtascosaBushlan
• YouTubeyoutube.com/channel/UCzMeuOPKq7CWocKb872QbCQ
• Facebookfacebook.com/bushlancamo
• Instagraminstagram.com/explore/tags/bushlancamo

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 Bushlan Camouflage