How Moss Apparel Made Its Way Into REI: A Milestone for the Brand and the Mission

When I started Moss Apparel, I wasn’t thinking about store shelves or national exposure. I was thinking about the wild places I loved, the photographs I had taken to honor them, and the clothes I wanted to wear that felt good — in every sense of the word. Eco-conscious. Adventure-ready. Designed with soul.

But something changed this year.

Moss Apparel just landed a spot in one of REI’s local stores.

Yes — that REI. The place we’ve all wandered through for hours, imagining the next summit, road trip, or quiet trail through the trees.

This is a huge step for Moss. And I want to share how it happened, not just to celebrate, but because if you’re someone chasing a creative dream or building a business rooted in purpose — this might be the story you needed to hear.

Starting Small, Dreaming Big

Moss Apparel was built from the ground up — literally out of my backpack, camera, and a small sketchpad. I took photos across national parks, remote coastlines, ski lifts, and dirt roads, and started placing those images on responsibly made apparel. It was a way to carry the wild with us.

But I always knew I wanted more than just online orders. I wanted people to feel the fabric, see the photography up close, and understand the mission: that with every piece sold, we’re giving back to restoration and climate efforts.

The REI Conversation

The opportunity with REI started like most things: a conversation.

I reached out to the local store’s buyer — someone who truly got what we’re trying to do. I shared our story, samples of our gear, and explained how our brand aligns with what REI customers already care about: sustainability, adventure, and authenticity.

They saw the value in what we were creating — not just products, but a connection to nature and a call to protect it.

We talked about which designs would resonate most. We worked through pricing, shipping, packaging, and how Moss Apparel could stand proudly on their shelves next to the brands I grew up admiring.

What This Means for Moss

Getting into REI isn’t just about more visibility or increased sales (though we’re definitely excited for that too). It’s about validation — that a grassroots brand like Moss, born from photography and passion, can find a place in the mainstream outdoor space without compromising its values.

We still use sustainable materials. We still give back. We’re still a small business fueled by big ideas.

But now, we get to share those ideas with a much larger audience — and maybe, just maybe, inspire more people to tread lighter, adventure farther, and care more deeply for the wild world around them.

Thank You

To everyone who bought a tee, shared a post, wore a hoodie into the mountains, or simply told a friend about us — this is your win too.

And to the local REI team who believed in a small brand with a big mission — thank you for opening the door.

This is just the beginning.

Stay wild,
Robert Moss
Founder, Moss Apparel