686 Technical Apparel, a brand primarily known for its technical snow outerwear, is expanding into lifestyle apparel through a strategic partnership with Golden Circle Group (GCg). The move marks 686’s first major step into year-round product categories.
Under the agreement, GCg will act as the official licensee for 686 Apparel in the North American wholesale channel. The partnership will leverage the experience of seasoned apparel industry veterans to develop and distribute the new line.
Brian Dunlap, Matix, and Golden Circle Group
The partnership reunites West with Brian Dunlap (BD), co-founder of DVS, Lakai, and Matix Clothing. Dunlap will lead the new venture as president of GCg. Peter Kim, who has experience building brands like DrunknMunky and Hudson Jeans, is also a key figure in the partnership.
For 32 years, 686 has focused on the technical winter apparel market. According to 686 Founder and CEO Michael Akira West, the decision to expand required a partnership with a team that has proven leadership in the apparel space.
“We’re ready to expand 686 in an honest manner that requires focus and proven leadership,” West said in a statement. “I’ve known BD for decades and we worked very closely after we acquired Matix. He has a deep understanding of footwear and apparel, and he understands the 686 brand.”
Jono Zacharias, SVP of Sales at 686, noted that the brand’s retail partners have been requesting additional product categories beyond the winter season. “Partnering with GCg will give our wholesale channel the opportunity to purchase a properly curated clothing line and maximize the brand’s power in-store,” he said.
Industry Veterans Hired for 686 Apparel; “Everywhere” Pants Set Foundation
GCg has assembled a team with extensive industry experience to manage the 686 apparel line. The product team includes Jim Leatherman (DVS, Matix, Lakai), Mike Gomez (Matix, RVCA, Outerknown), Mike Pargas (Matix, Globe), and Sara Juarez (Volcom). Garrett Turk (Stance, Dickies) will lead sales, and Geoffrey Hongthong (DVS, Matix, Lakai) will handle finance and operations.
Dunlap stated that the popularity of 686’s “Everywhere” pant collection created a foundation for a broader apparel line. “Mike and his team have done an exceptional job in positioning 686 as a leading brand in the technical outerwear market,” he said. “The 686 Everywhere product collection has created a solid foundation for a focused, thoughtful apparel collection.”
The first collection, Fall 2026, will be available for preview and pre-booking next month.
