Three things this brand is.

  • A for-profit, not a foundation.

    We sell hats and apparel. The conservation pledge is built into our base cost, not added at checkout. We're an apparel company whose accounting is honest about where the 5% goes.

  • Universal, not tribal.

    Hunters, anglers, surfers, riders, hikers, climbers, paddlers. The land is one ground; the people who use it are not one tribe. We build for the whole crew.

  • Transparent, not aspirational.

    Quarterly receipts. Named partners. Dollar amounts. If we ever stop publishing the report, you should ask why.

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One ground. Everyone on it.

Roughly 640 million acres of American public land is held federally for the people who actually use it — hunters, anglers, surfers, backcountry skiers, weekend hikers, mountain bikers, dog walkers, dispersed campers. They disagree on a lot of things. They almost always agree the land matters.

Wildlands Co. makes hats and apparel for that whole crew. Not for a tribe inside the crew.

What we make.

Trucker hats and rancher hats you can wear into the brush and not feel precious about. Heavyweight cotton tees that get better the longer you own them. Fleece-lined hoodies thick enough for the tailgate, the campfire, and the drive home.

Nothing flashy. Nothing trendy. The kind of stuff that earns a place in the rotation and stays there.

What the company is for.

5% of every order is reserved for public-land conservation. Built into the base price. Paid out quarterly to vetted partner organizations. Receipts published in a public quarterly report so the math can be verified by anyone.

This isn't a foundation with a side hustle. It's an apparel company whose accounting is honest about where the share goes.

What we won't do.

We won't lecture you about politics. We won't dress this up as a movement. We won't slap four logos on a page and call it “conservation partners” before any dollars have moved — see the conservation page for the partner-selection criteria we'll use instead.

We'll make good gear, charge a fair price for it, and put a fixed share of every order toward the people protecting the ground we're all standing on.

For everyone. Forever.

The land doesn't care who you vote for. It cares whether it's still here in fifty years. So do we.

What we're doing

5% of every order. Built into the price. Paid out quarterly.

You buy the hat. The land gets paid. Partner organizations and dollar amounts publish in our launch quarter report — you'll be able to verify the math.

Read the pledge