Close
Close
<
>

Our legacy was built on the trailblazing spirit of the American west. And the things we stood for then are the same today. Quality that lasts. Swagger with the toughness to back it up. And jeans that will never hold you back. That heritage is what pushes us forward. Because for us, staying true to our roots means being ready for whatever comes next.

BRAND DNA®

  • Dependable
  • Confident
  • Spirited
  • Friendly
  • Connected
  • Loyal
  • Inclusive

Our legacy was built on the trailblazing spirit of the American west. And the things we stood for then are the same today. Quality that lasts. Swagger with the toughness to back it up. And jeans that will never hold you back. That heritage is what pushes us forward. Because for us, staying true to our roots means being ready for whatever comes next.

Read less

Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late founder, Mike Toth, as
he was battling throat cancer, these videos
tell an uplifting story about finding
the silver lining in life’s challenges.

Watch Now

Create Optimism


To us, line art symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized Optimism line art.

Try It