About UpCountry Outdoors

UpCountry Outdoors is for people who like the simple stuff.

A good hike. A great hammock. A quiet lake. A burger and a beer after the trail. Not hardcore survival. Not summit-at-sunrise-and-post-about-it energy. Just getting outside, slowing down, and enjoying where you are.

This store started as an experiment, but it is built around something real.

I’m John, the guy behind UpCountry Outdoors. Years ago I helped build beer brands and ran breweries. These days I’m in a different season of life, learning, building, and trying new things. One thing that has stayed constant is my love for the mountains, the outdoors, and the kind of gear and apparel that feels like you’d actually want to wear it.

UpCountry Outdoors grew out of that.

The idea was simple: create a brand around the outdoor life I actually know and enjoy. Hammocks. Hiking. Camp vibes. Trail days. Lake days. Easygoing humor. Nothing overly serious. Because for most of us, the outdoors is not about proving something. It is about enjoying something.

That is what this brand is about.

Everything here is designed with that in mind. Simple gear and apparel for people who love to hike, hang, repeat. Things that feel at home on the trail, at camp, by the water, or back in town grabbing food after a long day outside.

This is still early. I’m building it in real time, learning as I go, and figuring out what works. So if you’re here now, you’re part of the beginning.

Thanks for being here.

Our vibe

• Hammocks over hustle
• Fresh air over noise
• Funny over preachy
• Mountains, trails, lakes, and laid-back days
• Burgers and beers after the hike absolutely count

Why “UpCountry”?

Because it feels like home.

It comes from a past brand chapter of mine, but this version is different. Less about business for business’s sake. More about building something that actually fits the life I want now and the people I want to serve.

If that sounds like your kind of outdoors, welcome.

Hike. Hang. Repeat.