S&S Activewear (asi/84358), the third-largest supplier by revenue in the North American promotional products industry, has sold Ouray Sportswear and Locale Outdoor to L2 Brands, a Pennsylvania-headquartered manufacturer of custom apparel and headwear that sells to the destination, collegiate, golf and corporate markets.

Financial terms of the deal between the privately held companies were not released. While it no longer owns Ouray and Locale, Bolingbrook, IL-headquartered S&S will continue to distribute those brands in North America through a partnership with L2.

“We are pleased to reach an agreement with L2 Brands, an ideal partner with the strategic capabilities and shared mission that will best position Ouray for long-term success,” said Frank Myers, CEO of S&S Activewear. “It has been a privilege to work alongside Ouray’s talented team, particularly as the business has grown in partnership with S&S. We look forward to seeing all that the Ouray team will accomplish as they join L2.”

S&S Activewear took ownership of Ouray in 2021 as part of its acquisition of TSC Apparel, which at the time was the 14th largest supplier in promo. Ouray had acquired Locale Outdoor in 2021.  

Founded as Ski Country Imports in 1965, Colorado-based Ouray supplies decorated sportswear and headwear to the destination/resort, collegiate, golf, large format retail, blank distributor and private label markets. Ouray serves more than 4,000 customers annually. Locale provides headwear, apparel and accessories with designs inspired by outdoor destinations.

Two Pennsylvania companies – League and Legacy – that have histories going back to the early 1990s merged to form L2 Brands in 2018. “Whether it is League’s apparel or Legacy’s headwear and home décor, the L2 team works together to continue each brands’ rich tradition of incredible on-trend product design and detail, outstanding custom graphics and friendly, dedicated service,” the company said in a statement.

Paige Wingert, CEO of L2 Brands, said Ouray and Locale will make a great fit. “Both are a tremendous addition and highly complementary for L2’s portfolio, with significant potential for continued growth,” Wingert said. “We look forward to working with their team as we focus on bringing Ouray’s and Locale’s products to new customers and markets.”

Based on estimated 2021 North American promo product revenue of $1.51 billion, S&S Activewear ranked third on Counselor’s most recent list of the largest suppliers in the industry.