The Cost of Loyalty

The brand of hunting gear hunters wear has become a huge deal. It’s more than just fabric—it’s an identity. Almost everyone starts out wearing Mossy Oak or RealTree because they’re affordable and accessible. But as hunters grow, their gear choices start to say something about them—what they value, how they hunt, and even who they are. Choosing a brand often feels like joining a team, one you’ll proudly defend and stick with. For many hunters, that loyalty isn’t just about what works—it’s about staying on top of the latest and greatest, buying every new release that their favorite brand drops.

The Hunt Project is a prime example of how personal and sometimes humorous gear loyalty can be. I asked each member what brand they wore and why. Tye said, "I chose Stone Glacier because I had one of their packs and at the time they were a small company and I wanted to support them, so now I just stick with them... I also hate camo." His gear reflects his no-nonsense approach—durable, simple, and reliable. Brady told me, "I wear Sitka because I have hyper-fixation, learned way too much about Optifade, bought the hype, and spent too much money to go back." For him, there’s no turning back, and he’s okay with that. Payden, on the other hand, said, "I chose Kuiu because all you fools were already hunting with other stuff and said, 'Payden, you need to go buy Kuiu,' so I did." Todd added, "I choose to wear Kuiu because it's super lightweight, form-fitting, and stretches in all the right places, and because the range of products matches the range of environments that I hunt." Meanwhile, Dakota didn’t have much to say, which fits because he seems to be the least tied to any particular brand—though he mostly wears Kuiu. As for me, I wear First Lite because I wanted high-quality gear but also wanted to be different from everyone else. While we’re fully aware of how ridiculous it looks when we’re all hunting together and each of us is wearing a different brand, switching brands now would be expensive and time-consuming. And, if we’re being honest, we all chose our brands because we think they’re pretty cool.

What Drives Brand Loyalty in Hunting Gear?

So what causes this deep attachment to specific brands? While some of it is personal preference, much of it can be explained through psychology and consumer behavior:

1. Perceived Quality: Studies in consumer behavior suggest that people associate higher quality with brands that invest heavily in durability, innovation, and marketing. For hunters, quality means gear that holds up in extreme weather, performs consistently, and doesn’t fail in critical moments.

2. Cost of Switching: Behavioral economics highlights the "sunk cost fallacy," where individuals are less likely to switch from a brand they’ve invested in heavily. For hunters, replacing an entire wardrobe of specialized gear feels wasteful, making loyalty a practical choice.

3. Identity and Community: Research on social identity theory shows that people align with groups or brands that reflect their values and self-concept. Hunters who value tradition may lean toward heritage brands, while those who prioritize innovation might gravitate to cutting-edge companies. Wearing a particular brand creates a sense of belonging and reinforces personal identity.

4. Social Influence: According to the theory of normative social influence, individuals are more likely to adopt behaviors—or in this case, brands—recommended by trusted peers or respected figures. A hunting buddy’s rave review of a brand can be more persuasive than any advertisement.

5. Emotional Connection: Consumer psychology reveals that people form emotional attachments to brands tied to meaningful experiences. Hunters often associate their gear with memories of success, camaraderie, or overcoming challenges, creating a powerful bond.

The New Gear Obsession

There’s another side to brand loyalty in hunting gear: the irresistible urge to buy new gear when your favorite brand releases it. This behavior isn’t about jumping ship to a different company—it’s about doubling down on the brand you already trust. Why do we feel that pull? It’s a mix of psychology, marketing, and pride in the gear we use.

Consumer research shows that brand loyalty triggers compulsive buying behavior when people see new releases from brands they already love. Known as “brand attachment,” this phenomenon creates a psychological connection that makes new gear feel like a natural extension of what you already have. When your go-to brand releases a lighter pack, an updated jacket, or a next-gen camo pattern, the urge to buy isn’t just about wanting something new—it’s about reinforcing your belief that your brand of choice is the best.

On top of that, brands know exactly how to market to loyal customers. Limited releases, exclusive product drops, and social media hype tap into the “fear of missing out,” making the latest piece of gear feel essential, even if last year’s version still works just fine. For hunters, it’s easy to justify: maybe that slightly lighter weight will help you hike further, or that updated fabric really will be quieter in the stand. The line between “want” and “need” gets blurry.

While it might seem excessive, this gear obsession often stems from the practical need to trust your tools in demanding conditions. For loyal hunters, buying the newest gear isn’t about questioning what they already have—it’s about trusting their brand to keep them at the top of their game.

The Psychology Behind the Debate

Why do hunters argue so passionately about brands? Social identity theory explains that individuals defend their choices because they see them as extensions of themselves. Think about the debates you’ve had in hunting camp—like the guy swearing that his lightweight gear is the only way to go, while another argues that his camo pattern makes him practically invisible. It’s more than gear—it’s a defense of values and experience, which makes these debates feel personal. When someone questions your gear, it can feel like they’re questioning your expertise or values.

Additionally, cognitive dissonance theory suggests that people justify their investments by emphasizing the positive aspects of their choices and downplaying alternatives. For instance, a hunter who has spent years using a specific camo brand might focus on how well it blends into certain environments, even if other options could perform equally well, because it reinforces their choice and reduces doubt. This can lead to heated debates as hunters unconsciously defend the decisions they’ve made to avoid feelings of regret or doubt. These discussions reflect diverse priorities within the community and the deep emotional ties hunters have to their gear.

The Bigger Picture

At its core, hunting gear loyalty is about more than products—it’s about trust, shared values, and the memories you make along the way. For The Hunt Project crew, our gear choices have been part of countless moments—long hikes through rugged country, freezing mornings in the blind, and stories told around the fire. These shared experiences remind us that loyalty is more about the memories and connections than the gear itself.

What’s your brand? Share your story with us and join the conversation—because in the end, it’s not just about what you wear, but the adventures you create.