Heritage outdoor apparel with city in its blood — same roots, new ground.
Timber Threads started with a tension I wanted to explore: heritage outdoor gear that lives in the city as easily as the backcountry. Rugged roots, modern ground.
I built it for the person who grew up in the mountains and moved to Denver — who still wants the pine-and-axe on their chest, just cut for a different life now. The opportunity was an outdoor and workwear brand that trades on authenticity and warmth rather than technical spec sheets.
I built this to explore a heritage apparel identity — warm, earned, lived-in — and to prove I could design 'rugged' without it turning into costume. The test was making an outdoor brand feel genuinely storied, like it had been around since 2009, when I built the whole thing from nothing.
This is a complete build: name, voice, identity, and a full storefront with a real add-to-cart flow. I gave it a backstory — 'Same roots. New ground.' — a crew ('The Timber Crew'), a home (Denver), and a line of graphic tees that all feel cut from the same cloth.
The whole brand is built to feel warm and worn-in. I set it on a canvas-and-earth palette with a slab serif and a bold condensed sans — typography that reads like a trail sign: sturdy, honest, unfussy.
The pine-and-crossed-axes mark anchors everything, simple enough to print on a tee back or stamp on a label. Photography mixes the graphics with real settings — the mountains it comes from and the city it moved to — so 'same roots, new ground' isn't just a tagline. The tone stays plainspoken and proud, never precious.
This build demonstrates I can design a heritage brand with genuine warmth and make it feel established from day one. The goal was a believable outdoor label with a backstory, a crew, and a look consistent enough that you'd assume it had been on shelves for years — built entirely from scratch.