S&S Activewear to Add Ariat® International to Expanding Brand Portfolio

Addition of industry-leading Western and Work apparel brand creates new opportunities for S&S customers across workwear, western, and lifestyle markets

BOLINGBROOK, Ill.--(BUSINESS WIRE)--S&S Activewear, a leading technology-enabled distributor of apparel and accessories in North America, today announced plans to add Ariat International to its expanding portfolio, with availability expected in Spring 2027. One of the most recognizable names in western and workwear apparel, Ariat will support S&S Activewear’s continued strategy of bringing customers brands with strong consumer demand while expanding access to growing categories and end markets.

“Ariat is an exciting addition to the S&S portfolio,” S&S Activewear Chief Commercial Officer Toby Whitmoyer said. “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 was the first to integrate athletic footwear technology into boots for equestrian athletes and western riders. More than 30 years later, the company has grown into a global leader across the western, work, and equestrian markets. Known for its commitment to innovation and quality craftsmanship, Ariat is one of the most recognized and trusted apparel and footwear brands in the industry.

“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,” said Heath Hunter, Vice President of Industrial Sales at Ariat. “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.”

The planned addition of Ariat reflects S&S Activewear’s continued focus on broadening its presence across high-growth market segments. With a strong presence across workwear, western, and outdoor-inspired apparel, Ariat will help broaden the company’s assortment and provide customers with new opportunities to reach a wider range of end users.

S&S Activewear customers will gain access to a strong assortment of Ariat apparel for men and women, including wovens, fleece, and outerwear designed for work, recreation, and everyday life.

About S&S Activewear: Founded in 1988 and headquartered in Bolingbrook, Illinois, S&S Activewear is a leading technology-enabled distributor of apparel and accessories in the United States and Canada. S&S offers more than 80 brands, including basic garments to fashion-forward styles, with over 6 million square feet of warehouse space across North America. S&S services a broad range of customers through its nationwide network, including retail brands, e-commerce companies, garment decorators, promotional product distributors, entertainment merchandisers, lifestyle brands and web-based platforms for apparel customization.

About Ariat International, Inc.: Founded in 1993 as “The New Breed of Boot,” Ariat was the first to integrate athletic footwear technology into boots for equestrian athletes and western riders. Today, Ariat develops innovative and award-winning performance apparel and footwear for all types of demanding work and outdoor environments. The company takes its name from Secretariat, the greatest racehorse of all time.