Hey everyone,
Like most of you I think, I got tired of trying to guess which outdoor brands are still owned by reputable companies or families, which have been quietly sold to private equity known to scalp out the customer and worsen the quality (VF Corp for example), or foreign conglomerates (Chinese companies intent on the exact same thing), and where the gear is actually made nowadays.
To include everything outdoor related would be a bit much, so I've stripped it down to a 'Wear & Carry' category, which includes clothing, footwear, backpacks etc and sleeping bags.
I’ve categorized them into 8 categories furthermore based on their ownership and factory footprint, namely EU and US owned, each split into different subcategories depending on overall production, a non-EU, US or CN category, and a CN-owned category.
A few things to call out before the list:
• The list is a bit of a mix of stuff I've tried before or had personal interest in, but mostly the really popular brands or major names within more niche communities.
• 'owned & produced' means majority owned by an EU or US corporation or family and also produced there. The minimum is atleast 90%. With EU I mean Europe, not just the Union.
For 'partial produced' a particular brand can be listed here if regional production is roughly between 20-90%.
'outsourced' means that the vast majority of stuff they sold, more than 80% atleast, is produced from outside the EU or US (mostly China and southern Asia ofcourse).
• I'm judging production by compromising between overall volume sold and total catalogue listing, and that combined with intentional vagueness and sometimes outdated sources means that these are rough estimates.
• The Owner category lists the current majority shareholder, or straight up 100% family ownership, with the country that corporation/family is from (Fenix Outdoor (SE) is from Sweden for example)
• "Origin" just shows the historical birth country of the brand, not necesarily the current owners' location.
• You could obviously see this as a tierlist of sorts, with EU & US owned and produced being the best; this isn't necesarily so ofcourse, since alot of quality gear can come from Asia. This list can simply help create more awareness and give a more informed understanding and decisionmaking.
EU ———— EU owned & produced ————
| Name |
Owner |
Origin |
Notes |
| • Hanwag |
Fenix Outdoor (SE) |
Germany |
100% produced in their own factories in Germany, Croatia, Hungary and Romania |
| • Devold |
Fenix Outdoor (SE) |
Norway |
100% Lithuanian |
| • Dale of Norway |
Altor Equity (SE) |
Norway |
100% Norwegian |
| • Aclima |
Johansen family (NO) |
Norway |
100% Estonian |
| • Brynje |
Jacobsen family (NO) |
Norway |
90% Polish, 10% outsourced |
| • Woolpower |
Brånby family (SE) |
Sweden |
100% Swedish |
| • Ivanhoe of Sweden |
Göthager family (SE) |
Sweden |
100% Swedish & Estonian |
| • Savotta |
Valkeinen family (FI) |
Finland |
100% Finnish & Estonian, official supplier of the Finnish military |
| • Sasta |
Wentura Oy (FI) |
Finland |
100% Finnish & Baltic |
| • Valandré |
Friisbøl family (DK/FR) |
France |
100% French |
| • Cumulus |
Wylężek family (PL) |
Poland |
100% Polish |
| • Tilak |
Perinpe Outdoor (CZ) |
Czech Republic |
100% Czech |
| • Chiruca |
Calzados FAL S.A. (ESP) |
Spain |
~100% Spanish. Massive in Spain, "Chirucas" has literally become the generic dictionary word used to describe lightweight hiking boots |
| • Zamberlan |
Zamberlan family (IT) |
Italy |
95% Italian |
| • Scarpa |
Parisotto family (IT) |
Italy |
90% made in EU, of which around 60% in Italy. Only their lowest-profile, lightweight mesh trail running shoes are outsourced |
EU ———— EU owned, partial produced ————
| Name |
Owner |
Origin |
Notes |
| • Lowa |
Tecnica Group (IT) |
Germany |
~80% made in EU, 20% outsourced (any low-profile, flexible trail running shoe or lightweight sneaker pretty much) |
| • Ortovox |
Schwan-Stabilo Group (DE) |
Germany |
~60% made in EU, ~40% outsourced |
| • La Sportiva |
Delladio family (IT) |
Italy |
~60% made in Italy, 40% outsourced |
| • Meindl |
Meindl family (DE) |
Germany |
~50% made in EU, ~50% outsourced (mostly lightweight hikers & trail shoes) |
| • Aigle |
Maus & Nordmann Families (CH) |
France |
~40% made in France (boots), ~60% outsourced (apparel and light footwear) |
| • Norrøna |
Jørgensen family (NO) |
Norway |
~30% made in EU, 70% outsourced |
| • Dynafit |
Oberalp Group (IT) |
Austria |
~30% made in EU (mostly the highly technical gear), 70% outsourced to Asia |
| • Lundhags |
Brav AS (NO) |
Sweden |
~30% made in EU (mostly special footwear), 70% outsourced |
| • Vaude |
v. Dewitz family (DE) |
Germany |
Their iconic bike panniers are produced in Germany. However, this accounts for about 20% of overall revenue. Apparel is all outsourced |
| • CMP |
F.lli Campagnolo (IT) |
Italy |
~20% made in EU (mostly fleece garments & premium knitwear), 80% outsourced |
EU ———— EU owned, outsourced —————
| Name |
Owner |
Origin |
Notes |
| • Rab |
Equip Outdoor Technologies (UK) |
UK |
|
| • Berghaus |
Pentland Group (UK) |
UK |
|
| • Regatta |
Black family (UK) |
UK |
|
| • Craghopper |
Black family (UK) |
UK |
|
| • Trespass |
Khushi family (UK) |
UK |
|
| • Fjällräven |
Fenix Outdoor (SE) |
Sweden |
|
| • Pinewood |
Rüssel family (SE) |
Sweden |
|
| • Klättermusen |
Ferrero family (SE) |
Sweden |
|
| • RevolutionRace |
Public / Shareholders (SE) |
Sweden |
|
| • Salewa |
Oberalp Group (IT) |
Germany |
|
| • Adidas |
Public / Shareholders (DE) |
Germany |
|
| • Deuter |
Schwan-Stabilo Group (DE) |
Germany |
100% outsourced production |
| • Bergans |
Sport Holding (NO) |
Norway |
|
| • Viking |
Norwegian investors (NO) |
Norway |
|
| • Le Chameau |
Marwyn Partners (UK) |
France |
Closed their historic factory in 2015. 95% of boots now produced in Morocco |
| • Decathlon |
Mulliez family (FR) |
France |
|
| • Stoic |
Mulliez family (FR) |
USA |
Acquired in Jan. 2024 by Decathlon |
| • ON |
Public / Shareholders (CH) |
Switzerland |
|
| • Garmont |
Italian investors (IT) |
Italy |
Only 15% still produced in EU (premium, high-altitude mountaineering boots) |
| • Gateway1 |
Nielsen family (DK) |
Denmark |
|
| • Schöffel |
Schöffel family (DE) |
Germany |
|
| • Páramo |
Employee Ownership Trust (UK) |
UK |
~80% produced in Colombia, ~20% in Asia (simple apparel items) |
| • Mountain Equipment (UK) |
Bollin Group (UK) |
UK |
95% of production outsourced |
US ———— US owned & produced ————
| Name |
Owner |
Origin |
Notes |
| • Western Mountaineering |
Schaezlein family (US) |
USA |
100% American |
| • Superior Wilderness Designs |
Becker family (US) |
USA |
100% American |
| • Melanzana |
Howard family (US) |
USA |
100% American |
| • Duckworth |
Helle family (US) |
USA |
100% American |
| • Darn Tough |
Cabot Hosiery Mills (US) |
USA |
~95% made in the US |
| • CiloGear |
Graham family (US) |
USA |
~90% made in the US |
| • Enlightened Equipment |
Marshall family (US) |
USA |
~90% made in the US |
US ——— US owned, partial produced ———
| Name |
Owner |
Origin |
Notes |
| • Tom Bihn |
US investors (US) |
USA |
~80% made in the US, 20% outsourced |
| • Smartwool |
VF Corporation (US) |
USA |
~75% made in the US. Due to owning both Smartwool and Icebreaker, VF Corp. effectively monopolized a big chunk of the global merino wool market |
| • Red Wing Shoes |
Sweasy family (US) |
USA |
~50% produced in the US, ~50% in Asia |
| • Feathered Friends |
Torres family (US) |
USA |
Once upon a time 100% American-made, nowadays about 25% US-made, mostly their sleeping bags. Mass-market outerwear is all produced overseas |
| • Filson |
Bedrock Manufacturing (US) |
USA |
~25% produced in the US, ~75% in Asia. Is actively outsourcing more and more stuff to Asia. |
US ———— US owned, outsourced —————
| Name |
Owner |
Origin |
Notes |
| • The North Face |
VF Corporation (US) |
USA |
|
| • Altra |
VF Corporation (US) |
USA |
|
| • Icebreaker |
VF Corporation (US) |
New Zealand |
Acquired in April 2018 |
| • Hunter |
Authentic Brands Group (US) |
UK |
Acquired in June 2023 |
| • Tretorn |
Authentic Brands Group (US) |
Sweden |
Acquired in June 2015 |
| • Merrell |
Wolverine Worldwide (US) |
USA |
|
| • Chaco |
Wolverine Worldwide (US) |
USA |
The MyChacos and ReChaco is done in the US |
| • Columbia |
Boyle family / Public (US) |
USA |
|
| • Mountain Hardwear |
Boyle family (US) |
USA |
100% outsourced |
| • Patagonia |
Patagonia Purpose Trust (US) |
USA |
|
| • Keen |
Fuerst family (US) |
USA |
|
| • Hoka |
Deckers Brands (US) |
France |
Acquired in April 2013 |
| • Helly Hansen |
Kontoor Brands (US) |
Norway |
Acquired by Kontoor in June 2025 from previous owner Canadian Tire |
| • Muck Boots |
Rocky Brands (US) |
USA |
|
| • Duluth |
Schlecht family (US) |
USA |
~10% still produced in the US |
| • Osprey |
Helen of Troy (US) |
USA |
|
| • Marmot |
Newell Brands (US) |
USA |
|
| • Hyperlite |
St. Pierre family (US) |
USA |
Since 2021, Hyperlite moved almost all of its production to Mexico. ~10% still made in the US |
| • Mystery Ranch |
YETI Holdings (US) |
USA |
Military gear is still produced in the US, accounts for roughly 20% of sold products |
| • Canada Goose |
Bain Capital (US) |
Canada |
Acquired in Dec. 2013. 80% made in Canada, 20% in Europe. However, Bain Capital is looking to sell the company |
| • REI Co-op |
Member-Owned Co-operative (US) |
USA |
Only their hiking socks are made domestically |
🌏 ——— Non-EU, US, or CN Owned ————
| Name |
Owner |
Origin |
Notes |
| • Kamik |
Cook family (CAN) |
Canada |
~70% produced in Canada, 30% in Asia |
| • Mountain Equipment Company |
Canadian investors (CAN) |
Canada |
Not to be confused with Mountain Equipment (UK). Huge in Canada. 100% produced in Asia, with clear intent however to move production back to Canada |
| • Norda |
Martire family (CAN) |
Canada |
100% produced in Asia |
| • Outdoor Research |
Youngone Corporation (SK) |
USA |
Acquired in 2014. ~90% produced in Asia, ~10% produced in the US, mostly military gear |
| • Danner |
ABC-Mart Inc. (JP) |
USA |
Acquired in 2012. High-end gear produced in US (~30%), more affordable gear produced in Asia (~70%) |
| • Montbell |
Tatsuno family (JP) |
Japan |
~90% produced outside Japan (China etc) |
CN —————— Chinese Owned ——————
| Name |
Owner |
Origin |
Notes |
| • Arc'teryx |
Anta Sports (CN) |
Canada |
Acquired in 2019. Around 5% produced in Canada, 95% in Asia. They're very transparent about it |
| • Salomon |
Anta Sports (CN) |
France |
Acquired in 2019. Footwear pretty much 100% produced in Asia |
| • Peak Performance |
Anta Sports (CN) |
Sweden |
Acquired in 2019. ~90% produced in Asia, ~10% in Europe |
| • Jack Wolfskin |
Anta Sports (CN) |
Germany |
Acquired in May 2025. ~90% produced in Asia, ~10% in Europe |
| • Mammut |
CPE (CN) |
Switzerland |
Acquired in July 2026. ~97% produced in Asia. |
| • Haglöfs |
LionRock Capital (CN) |
Sweden |
Acquired in Dec. 2023. ~80% produced in Asia, ~20% in Europe |
| • Montane |
MT Holdings (CN) |
UK |
Acquired in May 2025. 100% produced in Asia |
Let me know if any recent corporate shifts slipped past me or if I've missed any major brands following my clothing definition. Things about who owns what exactly are sometimes a bit vague or outdated, which makes it a bit difficult, and production is often intentionally kept even more vague. Let me know what you guys think.