The Warthog:Rebirth of a Brand

By Jodi Nash

“Only beautiful to another warthog!” That was the rallying cry back in the days of Britches of Georgetown, founded in 1967, and later Britches Great Outdoors, which came to fame back in the 1980s. It all began with a single store on Wisconsin Ave in Georgetown, and grew into a truly iconic brand, with over 100 locations.

The warthog was an anti-snob poke at designer Ralph Lauren’s “polo player” and Lacoste’s ubiquitous widemouthed “gator”---a way of distinguishing designer duds from Britches’ brand: “Preppy with an edge.”

Recently, in a bold act of nostalgia, Matt Carson and Steve Sutherland have opened a Britches Great Outdoors store in Warrenton.

Best friends since elementary school and graduates of Fauquier High, the two already own several successful businesses. SiteWhirks, Inc., is a website development 20-year company, and Big Teams is an ESPN-type software platform used in 50 states and Canada for high school athletic and activity management. Clearly they have some serious business chops.

So why back to Britches?

A chance introduction by a mutual friend to Rick Hinden, the original owner, led to the acquisition of licensing rights and logo. The new owners loved the clothing line in their youth, especially the classic Rugby shirt. Matt still has three in his closet, a testament to the durability of the fabric and brand.

Despite the booming popularity of E commerce, Matt believes the act of brick-and-mortar shopping will never go away. It may evolve, but the discovery of new items, new brands, new design lines, new destinations, will remain.

“I’m a Warrenton boy,” said Carson, an avid kayaker, fly fisherman, hiker and camper. “I love the small town historic vibe and we’re only an hour from D.C., and the Shenandoah Valley, one of the most biodiverse regions on earth.”

As they launch Britches, the goal of leaving a small carbon footprint is important, the ultimate “grand experiment,” building a company that goes back to basics, focused on quality, value and service.

It’s a niche market—“American essentials—ruggedly fashionable casual sportswear at reasonable prices, with minimal ecological impact. Bamboo fabrics are used, naturally anti-microbial, and grown without pesticides. It also requires less water than cotton to grow.

The biggest piece of this dream, however is moving toward American manufacturing. Most clothing retailers, even the biggest brands, outsource production to China, reducing production costs and price to consumers.

Carson is convinced it’s doable, estimating it will take around two years to move back to American manufacturing, item by item. He’s already found a mill willing to “rebuild the rugby and 220 weight polos from scratch”.

Starting with the classic Oxford and 220-weight cotton polo shirts, the plan is to gradually build up manufacturing and supply chains. Noting that there’s an abundance of logo apparel, selling for anywhere between $120 to $140 a shirt for a traditional cotton weave that’s “okay” quality, Matt feels the cost to the consumer should be palatable and fair, at around $65 to $70 an item.

After opening in late July, folks are coming from D.C., Richmond, and Centreville. Fathers, with original gear, are bringing in sons, and millennials are buying T-shirts and fleeces.

“I’m rabid,” Carson said of his passion for the new store. “And Steve and I have a broad vison.”

Warthog included.