S&S Activewear to Add Ariat International Brand to Portfolio in Spring 2027

Partnership expands access to western, workwear and outdoor apparel categories across North America.

S&S Activewear, a technology-enabled distributor of apparel and accessories in North America, has announced plans to add Ariat International to its expanding brand portfolio. The company expects Ariat products to become available through its distribution network in Spring 2027.

According to S&S Activewear, the addition of Ariat supports its ongoing strategy of expanding customer access to brands with established consumer demand while strengthening its presence in growing market segments and end-use categories.

Commenting on the announcement, S&S Activewear Chief Commercial Officer Toby Whitmoyer said:

"Ariat is an exciting addition to the S&S portfolio. 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."

Founded in 1993, Ariat introduced athletic footwear technology into boots designed for equestrian athletes and western riders. Over the past three decades, the company has expanded its presence across the western, work, and equestrian markets. Ariat is recognised for its focus on product innovation and craftsmanship in apparel and footwear.

Speaking about the partnership, Heath Hunter, Vice President of Industrial Sales at Ariat, said:

"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. 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."

S&S Activewear stated that adding Ariat aligns with its plans to broaden its presence in high-growth market segments. Ariat's portfolio in workwear, western apparel and outdoor-inspired clothing is expected to expand the company's product assortment and provide customers with additional options across multiple end-user markets.

Following the launch, S&S Activewear customers are expected to have access to a range of Ariat apparel for men and women, including woven garments, fleece and outerwear designed for work, recreation and everyday wear.