The iconic outdoors brand is making a comeback.
Last week, Eric Church and Morgan Wallen left us wondering what they had up their sleeves when the duo appeared together in a new teaser for Field & Stream.
The longtime apparel brand, established in 1871 as Gordon & Ferguson Merchandising Company, began selling clothing under the brand “Field and Stream” in 1915. But in 2012, the licensing rights to the brand were sold to Dick’s Sporting Goods, which eventually phased most of the Field & Stream brand into their own new concept, Public Lands, and closed most of the existing Field & Stream stores.
But now Church & Wallen are bringing it back.
It was announced today that the brand has been acquired by a group led by Church and Wallen, which bought not only the retail side of the brand from Dick’s Sporting Goods but also the media platform in a move that will bring back the Field & Stream print magazine.
Speaking on the new venture, Church recalled the memories of Field & Stream from his childhood:
“I can remember my grandfather kept a few of his favorite Field & Stream magazines on the dash of his truck. That truck took us on hundreds of outdoor adventures and I all but memorized every story and every picture on every page. They were my Bible.
It is the honor of my life to make sure that legacy carries on. It is both this responsibility to an American Icon and also to a young boy in his papaw’s truck that will be the compass that guides our steps.”
The resurrection of the brand will include the Field & Stream 1871 Club, a membership community that includes the print magazine, membership gear and other benefits. And the brand will also be launching a limited-edition apparel line inspired by Church and Wallen, as well as an outdoor music festival that will be coming this fall.
Wallen said the brand’s relaunch represents everything he loves (no pun intended) about the outdoors:
“There’s nothin’ I love more than being with friends around a campfire, on a boat or in a deer stand — and Field & Stream represents all of those to me. Being part of its future is incredible and we want to keep bringing people together outdoors, makin’ memories, for generations to come.”
And in a letter posted to Field & Stream’s relaunched website, Church and Wallen explained why they wanted to revive the 150-year old brand:
“To lend our voices to this iconic American brand so that it can continue to inspire future generations to experience and enjoy the outdoors, just as it has for us and those who came before us.
It’s time to return Field & Stream to its rightful home: into the hands of those who love the outdoors and the tales that come from being there.”
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