A Camouflage Clothing Line Wants To Be Lululemon For Hunters

Unless you’re an experienced sheep stalker, you’ve probably never heard of Kuiu, named after an Alaskan island and pronounced “koo-yoo.” But the company is conferring on hunting gear the status that Patagonia did for outdoorwear and Lululemon Athletica did for yoga pants. Kuiu is making it lighter, more water-resistant, more breathable, and better looking—an upgrade to what’s been previously available, which has been as oblivious to performance, fit, and aesthetics as a deer on the opening day of hunting season. Read more at Bloomberg.