First Lite

First Lite is an American hunting apparel brand founded in 2007 and led from Ketchum, Idaho. It makes technical clothing for hunters, built around merino wool, and is owned by MeatEater.

What is First Lite?

First Lite is a technical hunting apparel brand from the United States, with its leadership team based in Ketchum, Idaho. It is known for clothing and gear developed specifically for hunters, with merino wool at the heart of its range.

History

The company was founded in 2007 by Kenton Carruth and Scott Robinson, with the aim of providing the best technical apparel for hunters. In June 2019 it was acquired by MeatEater, the media and lifestyle company founded by hunter and television host Steven Rinella. After the deal Carruth and Robinson continued to run day-to-day operations as co-presidents, while MeatEater's chief executive Kevin Sloan oversaw the integration.

Products and positioning

First Lite designs layered clothing systems for the field, from merino base layers to outer garments and accessories, in camouflage patterns suited to hunting environments. The brand sits at the premium end of the hunting market, competing on materials and technical performance.

Why it matters

The acquisition by MeatEater marked a media company's move into direct-to-consumer retail, showing how content brands with engaged audiences can extend into apparel by buying specialist product companies.

Frequently asked questions

Who owns First Lite?

First Lite was acquired in 2019 by MeatEater, the company founded by Steven Rinella.

What does First Lite make?

First Lite makes technical hunting apparel and gear, with merino wool clothing at the core of its range.

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