BEHIND THE BRAND

BY COSMO GENOVA

When Sim Whatley surveyed the outdoor apparel industry in 2016, he saw plenty of “tacticool” clothing and gear but not a lot that actually represented the essence of hunting. For him, the outdoors isn’t about the solitary man conquering the mountain, but about the people and camaraderie embodied in outdoor pursuits.

“I grew up hunting and fishing in Louisiana,” says Whatley. “From a young age, my dad and grandpa would take me along on the boat and in the blind, and there was always a social aspect to it.”

appeals to those who believe the tailgate hang can be just as fun as the hunt itself.

Whatley carried this passion and heritage for the outdoors with him into adulthood, and after 10 years overseas as a successful businessman, he returned to the U.S. on a mission to reconnect to his roots and create a brand that could better represent the outdoors as he knew it. He started Duck Camp with the intent of providing outdoor clothing that was not only functional, but dare he say it, fashionable.

It seemed only natural to Whatley that you’d want to hit the town with your buddies after a day of crushing ducks or hammering redfish.

The target, he says, was functional, attractive clothing and gear that didn’t scream “internet operator” or “fashion dork.” Launched in 2018, Austin, Texas-based Duck Camp started with a line of lightweight shirts but has rapidly grown into a substantial catalog of hunting, fishing and everyday wear.

Duck Camp’s hunting line and a few of the fishing pieces are offered in several proprietary camo patterns. The Wetland series features larger splotchy earth tones, with an almost digital hexagonal pattern throughout, perfect for breaking up your silhouette and minimizing glare. From the deer stand to flooded timber, the long, barklike shapes of the woodland pattern are designed to blend into the vertical landscape of the forest. Duck Camp also offers a number of items in a classic upland brown for the discerning bird hunter.

Because high-quality outdoor wear comes at a price premium, the brand asserts that it doesn’t make sense to store it in a tote container half the year. Duck Camp’s offerings are made to be worn.

While it’s certainly had to adapt in the face of COVID-19, Duck Camp has continued to enjoy steady growth.

“Around 80 percent of our business is direct to consumers through our website, and the remaining 20 percent we feature in small, hand-picked retailers,” Whatley says. “This allows us to ensure a great experience for our customers.”

New products on the horizon include a line of layered waterproof fleece bibs and jackets designed primarily for bowhunters, as well as a camo version of its reversible DryDown jacket. Additional fishing products are also in the works, as well as an expansion of women’s offerings.

The company recently joined 2% For Conservation, an organization that earmarks a portion of a business’ time and profits for wildlife and habitat projects around the country. Duck Camp also plans to launch a conservationfocused ambassador program in the coming months.