Poncho

Poncho Outdoors didn’t start in a boardroom. It started on a river in Alaska, where founder Clay spent his days as a fishing guide in performance shirts that fit like parachutes and looked like trash bags. When he traded wilderness for civilization, he couldn’t shake one thought: someone needed to make a fishing shirt that actually fit, looked good, and worked like hell.

So he did.

That “everything you need, nothing you don’t” ethos became The Original Poncho fishing shirt—a technical garment that looked as good at a brewery as it did on a boat. The market noticed. Anglers, ranchers, hunters, and outdoorsmen who were tired of choosing between performance and style found their shirt. Poncho grew from a startup hustle into a legitimate outdoor brand with a devoted following and a product line spanning everything from flannel to denim to Tuff Thread workwear.

But as the brand expanded, the identity hadn’t kept pace. The website felt more startup than premium outdoor brand. The visual language needed refinement. The voice needed focus. And as Poncho grew into new categories and markets, they needed a brand foundation that could scale without losing the authenticity that made them special in the first place.