CHOWIE® has officially launched, bringing a youth-first, culture-forward brand agenda to hunting outerwear to its underserved consumer, encouraging and equipping for sovereign skills, towards sustaining the future of conservation funding.
Founded by Andy Blumberg, whose 24-year entrepreneurial career spans multiple ventures, plus preceding tenures in media, notably as Editorial Director and Managing Editor of TransWorld SNOWboarding, CHOWIE applies a distinctly Action Sports lens to an industry entirely defined by adult-oriented brands doing take-down versions of category apparel for youth.
“Snowboarding, skateboarding, and surfing didn’t grow in participation through the deployment of formal recruitment campaigns and initiatives … they grew because kids wanted to connect to something totally aspirational, dynamic, disruptive, and (once) completely counter culture,” said Blumberg. “Hunting has never had a youth brand staged from this ethos, much less devised in that way for its next generation. This is exactly how CHOWIE’s conceived and constructed, driven by the mission of drawing more into the fold of fall; to inspire and incite the development of sovereign skills, stewardship, and towards ultimately enduring the future of conservation practice and funding for all those immersed in the outdoors.”
CHOWIE’s outerwear product platform centers on a purpose-built x lifestyle-versatile design language subtly informed by a streetwear aesthetic, thus fluently moving between field and daily wear—for durative and extended usage (a value proposition for parents). Its signature, proprietary camouflage pattern, APECT™, is a disruptive evolution in concealment riffed off an old-school 4-color foundation brought future-forward; having been technically and visually engineered by the best in the business.
The brand’s Strategic Advisory Board includes Dan Chumbler, CEO of Tethrd (former CEO of MeatEater), and Chad Kessler, EVP of Apparel & Vertical Brands at DICK’S Sporting Goods (former Global Brand President of American Eagle Outfitters), with Larry Hart joining as Operating Advisor (formerly of KUIU, Burton, Under Armour, and Rip Curl).
CHOWIE has also formalized a conservation giveback partnership with the National Wild Turkey Federation, alongside integrated support for Pheasants Forever, Rocky Mountain Elk Foundation, Backcountry Hunters & Anglers, and Howl For Wildlife.
The brand’s debut technical outerwear is slated for a Spring 2027 drop. For more information, visit chowiehunting.com or follow @chowiehunting.
About CHOWIE
Outdoors aligned and assigned by design, stoked by the stalk, fed by the hunt: CHOWIE is the youth-first hunting apparel brand built at the intersection of hunting, culture, and conservation. Founded in 2024 by Andrew Blumberg, CHOWIE is headquartered in Heber, Utah.
