ABOUT UPLND
HOW IT ALL BEGAN
If you ask UPLND Outfitters founder Jason Pierson about the technical hunting apparel company he started in 2017, you’ll always get the same response: “It’s all about the pants.”
And if you told the younger version of Jason—the kid who grew up in Springfield, Illinois, fishing with his grandfather and hunting with his father—that one day he’d be sitting on a mountain 2,000 miles away with an idea to create better upland hunting gear, he probably would have called you crazy.
Back in 2017, while raising two young children with his wife in California, Jason was ready to take on a new challenge: upland hunting. But as he spent more and more time out in the field, he quickly realized that something was lacking: his pants. If they were durable, the material lacked breathability, comfort and style; if they were breathable, they would get torn to shreds in no time flat. No piece of upland-specific gear actually managed to tick every box on the list of essentials: durability, breathability and versatility—not to mention, something that actually looked good.
One particular hunt with his German Shorthaired Pointer, Kara, was nothing short of miserable. While he should have been focused on keeping up with Kara and hitting his targets, he was much more worried about the pants that kept slowing him down.
Birds were flushing before he could even manage to shoot. He was frustrated and sweaty and had nothing to show for hours of hard work.
While it was far from an ideal hunt, he made it to the top of a mountain in the Sierra Nevadas—a perfect, scenic spot to sit down and catch his breath. But as he sat there, it was more than just a moment of relaxation; it was a moment of clarity. He thought of his grandfather: the man who fueled his love for the outdoors. The man who, without knowing how impactful his actions would prove, taught Jason that the outdoors isn’t just the perfect escape from the daily grind-it’s the ideal place to reflect on and gain a better appreciation of life.
And in that moment, he decided he was tired. Not because he just climbed a mountain. And not because of the pants that kept slowing him down. He was tired of waiting for someone else to create better gear for chasing birds.
So Jason got to work. From his days serving in the Army to his days battling 40-foot flames as a wildland firefighter in California, if there was one thing Jason learned, it was that you can’t do any job without the right gear. Above all, he knew he wouldn’t settle for anything less than the best materials for his apparel. And soon, UPLND Outfitters’ mission became clear: to create the most durable and comfortable upland hunting apparel possible, giving hunters a way to unlock even more of the outdoors.
But Jason isn’t just designing the apparel for himself. He’s designing it for every upland hunter who demands rugged durability and maximum versatility from every piece of gear. Because no matter if you’re relentlessly pursuing birds in the morning, running errands in the afternoon or grabbing a beer to end the day, you should never have to worry about your pants keeping up.
BE RELENTLESS!
