Your Mission: Know These 3 Style & Gear Brands Built for Adventure
This week's FIELD JOURNAL 35 has my favorite up-and-coming brands, the 50 best places to camp in America this summer, the story of American Cowboys in Iceland, and more...
Welcome to the weekly FIELD JOURNAL by LIVE A LITTLE, the place to get style & gear news, outfits, & inroads for the adventure-seeking man.
“YOUR MISSION, SHOULD you choose to accept it, is….”
I’m writing this newsletter with Mission: Impossible - The Final Reckoning on my mind. The perfect capstone to an action series that makes going to the movies damn fun.
On the drive home from theatre I imagined my own mission, the LIVE A LITTLE mission: to seek adventure and discomfort. To live a life on purpose—not by default.
And like all creative pursuits, I choose to accept this dangerous and covert mission knowing what lies ahead. Should I be compromised and captured, no one is coming to save me (from slipping into a boring and inauthentic life). What is your Mission: Impossible?
(This message will self-destruct in, five...)
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STYLE & GEAR NEWS
Read what’s happening in the men’s style and gear universe. From the best new menswear releases to up-and-coming brands you should know.
Hyer Boots
I believe Hyer Boots is going to become on the level of Tecovas in the next few years, and my reasoning for this is Hyer’s brand story combined with their attention to craft.
It starts with Hyer CEO, Zach Lawless, who discovered from a box of family photos that his great-great-grandfather, C.H. Hyer, was one of the original inventors to create the “cowboy boot” back in the 1870s.
Zach made it a mission to buy the family trademark back, securing the rights from Berkshire Hathaway about a decade ago. Next, he began designing and producing boots in the hub of Leon, Mexico, and is now in selling Hyer Boots out to several hundred stores across the U.S.
I’ve not tried on the boots yet, but they look beautiful. Many of the models follower their original lasts and stitching designs that Hyer Boots used across the 20th century. I almost forget to mention Hyer is based in the Kansas City area—my hometown.
Sentinel Golf
Based in Minneapolis, Sentinel Golf is a product design lab making gear that crosses over between the outdoors and golf.
They have wicked cool technical apparel and gear, making everything from rain shells and dry bags, to drivers covers and putter covers. (While expensive, I absolutely love their golf bags.)
I appreciate Sentinel’s approach to marketing too. Their tagline nails the position they’re attempting to occupy in the market: “Might As Well Make It”
Florence Marine X
This past month, my company onboarded Florence Marine X, also referred to as “Florence.” It’s a performance brand unlike anything I’ve ever seen, rooted in authenticity and legitimate field-testing on Hawaii. Like the name suggests, it’s co-founded by John John Florence and his two brothers Nathan and Ivan. (Florence’s CEO is a man named Jeff Hurley, who also helped found the brand back in 2020.)
I’ve been helping work on the messaging in how to talk about Florence. Here’s where I’m at:
“Florence Marine X is performance-innovation built for an active life in and around water. Every piece is ideated and field tested on the North Shore of Oahu by the Florence brothers: John John (3X World Champion and 2X Olympian), Nathan (2024’s Surfer of the Year), and Ivan (aka “Mr Cool”). This is gear refined through over 6 collective decades of experience. Engineered by those who go past the breaking point.”
The boardshorts are my first choice, but I also love the training shorts and Florence’s hats. I can’t wait to see how this brand continues to grow.
OUTFIT
Oakley Paracord Shades ($196)
Wellen PatinaTech Tee ($58)
XTRATUF Kiata Drift Sneaker ($120)
INROADS
50 Best Places to Camp in America This Summer
Hipcamp is a platform that allows you to book campsites, RVs, tiny homes, and more. Their content team analyzed data for more than 500,000 campsites in every state and narrowed down spots across private land, public parks, and RV parks. Super fun read. [Hipcamp]
How to Grow From Doing Hard Things
Michael Easter appearance on Huberman? I’ll listen every single time. This episode dives into all the ways we can create growth in our lives—from practicing Misogi to avoiding frictionless foraging. [Huberman Lab]
American Space Cowboys in Iceland
Earlier this week, I read this 2024 essay from Derek Guy on the Apollo-era field missions of the 1960s. Between ‘65-67 there were over 32 astronauts (including Armstrong) that went to Iceland to train and simulate moon conditions. The photos are epic, especially from a men’s style POV with all the the rugged Americana.
Derek Guy calls the aesthetic “space cowboy”—even going so far to produce an actual style guide from it. My favorite photo is the one with the dude in the Fair Isle sweater, who I’m pinning as the designated “vibes guy.” Because even space cowboys in Iceland need a vibes guy. [Die! Workwear]
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READ MORE FROM THE ARCHIVES
My latest post on the 105 Men's Summer Style Essentials has a ton of product discovery for the season. Go check it out and consider adding a paid subscription to get more stories like it.
Looking for another long-form style breakdown? My 15 favorite summer shirts under $100 has recommendations for every type of activity.
FIELD JOURNAL 34 has the latest style and gear news on: Peak Design Outdoor Backpack, SUUNTO Run Watch, J.Crew x Atlantic Coastal Supplies, 3sixteen SS25 Active Collection, and more…
THANKS FOR YOUR SUPPORT
Leave a comment if you wanna talk style and gear.
“Might As Well Make It” from Sentinel is a killer tagline/ positioning statement.
That story behind Hyer boots is really cool.