CHUMS
CHUMS is an American outdoor accessories and apparel brand founded in 1983 by a river guide on the Colorado River. It is best known for eyewear retainers and also makes bags, wallets and casual clothing.
| Founded | 1983 |
|---|---|
| Origin | Colorado River, United States |
| Owner since 2002 | Ferries family |
| Best known product | Eyewear retainers |
| Website | chums.com |
What is CHUMS?
CHUMS is an outdoor brand from the United States that was "born on the river": it was founded in 1983 by a dory boat captain on the Colorado River who created a retainer to keep his sunglasses from being lost in the rapids. The Ferries family bought the company in 2002.
Products and positioning
Eyewear retainers remain the brand's best known product, but the range has broadened into everyday outdoor and lifestyle goods.
- Eyewear retainers and accessories
- Bags, backpacks and wallets
- Casual and outdoor apparel
- Safety products
Products are often marked with the brand's bird mascot, the Booby Bird, which has become a recognisable part of the CHUMS identity.
Distribution
CHUMS sells through outdoor retailers and its own websites. Japan has become a particularly important market, with dedicated CHUMS stores in shopping malls, a flagship in Saitama, and Japan specific products such as a school bag collection launched in 2026.
Why it matters
CHUMS shows how a niche American outdoor accessory can grow into a lifestyle brand with strong international appeal. Its success in Japan, where outdoor inspired casual wear is popular, illustrates how a heritage brand can build a second home market abroad.
Frequently asked questions
Where is CHUMS from?
CHUMS is an American brand founded in 1983 by a river guide on the Colorado River.
What does CHUMS sell?
CHUMS sells eyewear retainers, bags, wallets, outdoor accessories and casual apparel.