Counselor Top 40 supplier S&S Activewear (asi/84358) is adding Ariat International, a brand that produces Western and outdoor-inspired apparel, to its portfolio. Ariat’s products are expected to be available through S&S Activewear in spring 2027.

S&S Activewear (asi/84358) has added Western and outdoor-inspired apparel brand Ariat to its portfolio.

S&S Activewear customers will be able to access Ariat apparel like men’s and women’s wovens, fleece and outerwear. Ariat will provide S&S customers with access to a brand with high consumer demand across Western and lifestyle markets.

“Ariat is an exciting addition to the S&S portfolio,” said S&S Activewear Chief Commercial Officer Toby Whitmoyer. “The brand’s authentic heritage and broad consumer appeal have helped it remain highly relevant in today’s market. We’re excited to bring that combination to our customers as we continue to expand our assortment.”

The addition furthers S&S Activewear’s focus on broadening its presence across different market segments. Ariat was founded in 1993 and was the first company to integrate athletic footwear technology into equestrian athlete and Western rider boots. Now, it develops performance apparel and footwear for work in outdoor environments.

“Ariat was built on a deep respect for the people who wear our products: ranchers, tradespeople and outdoor enthusiasts who demand quality and authenticity in equal measure,” said Heath Hunter, vice president of industrial sales at Ariat. “Our partnership is built on the shared belief that S&S Activewear’s customers deserve access to brands they can trust. We’re thrilled to join their portfolio and serve their incredible network of customers with apparel featuring unrivaled comfort, field-tested performance and signature styles.”

In addition to beefing up its brand offerings, the Bolingbrook, IL-based supplier has also been investing heavily in technology, including automation and machine learning to help improve inventory accuracy and streamline fulfillment.

S&S Activewear ranked second on Counselor’s most recent list of top suppliers, with estimated 2024 North American promotional products revenue of $3.6 billion. New rankings will release in July.