All brands

Supplements · Multivitamins

America's most-verified mass-market vitamin brand. Owns the plants that make it.

Pharmavite LLC (Otsuka Pharmaceutical Co., Ltd.) →

Supplements · Multivitamins

Employee-and-family-owned manufacturer that tests its competitors at its own expense and publishes the results.

NOW Health Group, Inc. →

Supplements · Practitioner/Clinical

Farms its own ingredients. Carries no third-party product certification of any kind.

None - DuBois family →

Kitchen & Cookware · Cookware - Clad Stainless

Fully clad 3-ply stainless from West Bend, Wisconsin — the second family that stayed when West Bend Company's cookware died. 360 brand launched ~2010; Kitchen Craft lineage to 1906.

Americraft Cookware →

Apparel · Hats & Accessories

Premium umbrellas out of New York. Luxe-utility positioning, $49 to $350. Sold through Saks, Bloomingdale's, Neiman Marcus.

Footwear · Sneakers,Running Shoes

American athletic footwear. Boston, Massachusetts. The counterexample the running shoes essay leans on: still owns and expands US factories.

Footwear · Running Shoes

Osaka sporting-goods maker since 1906. The quiet one: no super-shoe marketing arms race, a durability reputation among high-mileage runners, and factories with its own name on them.

Footwear · Running Shoes

Minimalist zero-drop running shoes (10mm polyurethane midsole/outsole, wide toe box), $225-$235 a pair. One of the last people in America making running shoes in a building he controls.

Footwear · Casual Shoes,Running Shoes

Oregon workshop shoemaker since the 1980s — moccasins, barefoot shoes, and the RunAmoc running line, all made in-house in the USA.

Footwear · Running Shoes

The last custom running shoemaker in America. A Hersey DPS made Runner's World rankings in the 1980s-90s. Racing flats to trail models, built for one runner at a time.

Footwear · Running Shoes

Trail-running brand founded 2022 by Kilian Jornet with Camper (the Fluxà family, Mallorca). Durability-first. The Kboix 01 ($240, ISPO Award 2024) has three interchangeable midsoles — the replaceable part is finally the part that dies.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Cast iron from South Pittsburg Tennessee, five generations deep.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Enameled cast iron from Fresnoy-le-Grand since 1925.

Paul van Zuydam →

Kitchen & Cookware · Kitchen Knives

Solingen forged knives under one of the oldest trademarks in the world.

Werhahn KG →

Kitchen & Cookware · Kitchen Knives

Solingen forged knives, seventh-generation family.

Kitchen & Cookware · Kitchen Knives

American-made knives from Olean New York, sold in the most annoying way possible.

Kitchen & Cookware · Kitchen Knives

The oldest US cutlery maker, still cutting steel in Massachusetts.

LongCap (Longmeadow Capital) →

Kitchen & Cookware · Kitchen Knives

The knife in every American commercial kitchen, made in Southbridge Massachusetts since 1818.

Affinity Group (Hardy family) →

Kitchen & Cookware · Commercial & Foodservice

Sheboygan stainless, the backbone of American commercial kitchens for 150 years.

Windway Capital →

Kitchen & Cookware · Commercial & Foodservice

The Cambro container, food service plastic that never dies.

Kitchen & Cookware · Small Appliances

The blender that gets willed to grandchildren.

Kitchen & Cookware · Bakeware

The Bundt pan people, Minneapolis, three generations of Dalquists.

Kitchen & Cookware · Bakeware

Consumer bakeware from the world's largest commercial bakery-pan maker.

Bundy Baking Solutions →

Kitchen & Cookware · Cookware - Clad Stainless

US-made clad stainless from Clarksville Tennessee, sold as Heritage Steel and Hammer Stahl.

Kitchen & Cookware · Cookware - Stainless

Wisconsin stainless cookware, fourth-generation Reigle family.

Kitchen & Cookware · Cookware - Stainless

German stainless and pressure cookers from Idar-Oberstein.

Kitchen & Cookware · Cookware - Clad Stainless

Belgian heavy-gauge stainless, the technical ceiling of the category.

Werhahn KG (Zwilling) →

Kitchen & Cookware · Cookware - Copper

Copper cookware from Villedieu-les-Poêles, seven generations.

Kitchen & Cookware · Ceramics & Stoneware

Burgundy ceramic bakeware, six generations of the Henry family.

Kitchen & Cookware · Cookware - Nonstick & Aluminum

Danish cast-aluminum nonstick, made in Ryomgaard.

Kitchen & Cookware · Cookware - Stainless

The best value-per-dollar cookware on most shelves.

Kitchen & Cookware · Boards & Wood

Butcher blocks and boards from Effingham Illinois since the 1880s.

Kitchen & Cookware · Boards & Wood

Composite cutting boards from the TrueRide skatepark founders.

Kitchen & Cookware · Flatware

The only flatware made in America, from the factory Oneida walked away from.

Sherrill Manufacturing →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Lightweight vintage-style cast iron, US foundries.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Machined-smooth cast iron from Allentown Pennsylvania.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Michigan cast iron, family-run.

Kitchen & Cookware · Cookware - Clad Stainless

The DTC brand with actual factories behind it.

Kitchen & Cookware · Small Appliances

Rice cookers and vacuum flasks engineered like heirlooms.

Founder family (Ichikawa) →

Kitchen & Cookware · Pressure Canners

The only metal-to-metal-seal pressure canner in the world, cast in Manitowoc since 1930.

Wisconsin Aluminum Foundry →

Kitchen & Cookware · Cookware - Enamelware

Austrian enamelware, ninth generation, made with the factory's own hydropower.

Kitchen & Cookware · Dinnerware & Tabletop

Fiestaware, made in Newell West Virginia since 1936, by the company formerly known as Homer Laughlin.

Wells family →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Precision enameled cast iron from a Nagoya family foundry.

Aichi Dobby →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Lightweight pans, US-cast and finished in Conestoga Pennsylvania.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Cast iron poured in-house from 100 percent recycled iron in Owego New York.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Shropshire spun-iron cookware, self-funded family firm.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Hand-forged German iron pans since 1857.

Kitchen & Cookware · Pressure Cookers

Swiss pressure cookers from Rikon since 1926.

Kitchen & Cookware · Kitchen Knives

Ohio kitchen knives, hand-finished by the same family since 1902.

Kitchen & Cookware · Kitchen Knives

Forged carbon steel kitchen knives, made start to finish in Portland.

Kitchen & Cookware · Kitchen Knives

Colorful high-performance knives from a self-funded Wyoming maker.

Kitchen & Cookware · Kitchen Tools & Gadgets

The world-standard Japanese mandoline.

Kitchen & Cookware · Kitchen Tools & Gadgets

The rasp grater that redefined the category, photo-etched in Arkansas.

Grace Stakeholder Investments (ESOP) →

Kitchen & Cookware · Kitchen Tools & Gadgets

The Thermapen company, the thermometer every serious cook ends up buying.

Kitchen & Cookware · Glassware

Pressed glass from Cambridge Ohio, the last US factory of its kind.

Kitchen & Cookware · Ceramics & Stoneware

Midcentury California dinnerware, still made in Sausalito.

Bailey/Petravic →

Kitchen & Cookware · Ceramics & Stoneware

Crocks and fermentation ware from Zanesville, one of the last US commercial potteries.

Kitchen & Cookware · Cookware - Copper

The only US heavy-gauge copper cookware maker.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Hand-forged carbon steel from a two-person Seattle studio.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

One-piece wrought iron pans from Australia, with a US-made line.

Kitchen & Cookware · Kitchen Tools & Gadgets

German stainless kitchen tools since 1888.

Kitchen & Cookware · Commercial & Foodservice

French commercial kitchenware, the professional standard for carbon steel and pastry gear.

Tools · Hammers & Striking

American hammers and striking tools. Longtime competitor to Estwing in the traditional hammer category.

Marshalltown Company (via Marshalltown Hammer) →

Apparel · Shirts & Tops

Merino wool dress shirts and basics.

Eyewear · Online Retailer

Ultra-low-cost direct-to-consumer prescription eyewear.

Apparel · Outerwear - Heritage

British waxed cotton jackets. Five generations of family ownership. Wax jackets hand-made at the South Shields factory in England.

Footwear · Heritage Boots

British boot manufacturer. Same Northamptonshire factory that made Dr. Martens before Docs moved production overseas.

Eyewear · Sunglasses

$30 polarized active sunglasses with a flat-price model across the catalog. No-slip, no-bounce running fit. Inglewood, California.

Kitchen & Cookware · Cookware

Polished cast iron and hand-forged carbon steel cookware in the pre-war style. Skillets, Dutch ovens, roasters.

Sporting Goods · Climbing

Climbing, caving, and work-at-height gear plus headlamps. Inventor of the sport headlamp and the GriGri. The reference brand for safety-critical vertical equipment.

Sleep & Bedding · Mattresses - Memory Foam

Copper-infused memory foam specialist. The flippable dual-firmness mattress and a lifetime warranty at mid-market prices.

Sleep & Bedding · Sheets & Bedding

Jacquard-woven cotton bedspreads and blankets in the original Bates patterns.

Bags & Packs · Luggage - Softside

Cordura ballistic-nylon crew luggage built for pilots and flight attendants who fly weekly. The Vortex Voyager line is the standard.

Gear Down, Inc. →

Apparel · Outerwear - Technical

Overbuilt tactical outerwear and packs. The Mark-series jackets are the flagship.

Apparel · Shirts & Tops

Affordable everyday basics made entirely in UK factories and sold direct.

Apparel · Pants & Bottoms

Gothenburg dry-denim brand. Organic cotton jeans with free lifetime repairs.

Kitchen & Cookware · Cookware

Alsatian enameled cast iron. The cocotte is the flagship.

Zwilling J.A. Henckels (Werhahn KG) →

Appliances · Small Appliances

Italian espresso machines and small appliances sold on design and coffee-tech leadership.

De Longhi Industrial SA (family holding) →

Sleep & Bedding · Mattresses - Innerspring

Handcrafted factory-direct mattresses at no-middleman prices.

Sleep & Bedding · Mattresses - Natural Latex

The original personalized latex mattress: swappable dual-firmness Talalay layers with a 20-year adjustment guarantee.

Sleep & Bedding · Mattresses - Innerspring

Factory-direct handcrafted mattresses from a century-old Wisconsin shop.

Sleep & Bedding · Mattresses - Innerspring

Factory-direct natural-materials mattresses from the original Salem plant.

Apparel · Shirts & Tops

American-made basics sold directly to customers. Built its reputation on a heavyweight hoodie that Slate called the greatest ever made, then expanded to tees, sweats, denim, and flannel. Quality US-made staples at mainstream prices.

Apparel · Pants & Bottoms

American-made apparel and footwear built from domestically sourced materials. Started in Brazilian jiu-jitsu gis, expanded into denim, boots, hoodies, tees, and performance wear. Denim now about a quarter of the business.

Apparel · Outerwear - Technical

High-end tactical apparel and load-bearing gear for military and law enforcement, with a sizable civilian following. Developed the MultiCam camouflage pattern. Known for G3 combat uniforms, the JPC and AVS plate carriers, AirFrame helmets, belts, and packs.

Eyewear · Sunglasses

American-made metal-frame sunglasses and prescription eyewear. Prime contractor for US military aviator sunglasses since 1982, built to MIL-SPEC standards. The civilian aviator line is the flagship.

Appliances · Refrigerators

Premium American refrigeration. Built-in and integrated units engineered to run 20-plus years.

Sub-Zero Group →

Appliances · Cooking & Ranges

Pro-style ranges, ovens, and cooktops. The cooking arm of the Sub-Zero Group.

Sub-Zero Group →

Appliances · Major Appliances

German premium appliances across laundry, dishwashers, kitchen. The durability benchmark.

Appliances · Dishwashers

The dishwasher arm of the family-owned Sub-Zero Group, the American independent alternative to Bosch dishwashers.

Sub-Zero Group →

Appliances · Cooking & Ranges

High-performance, highly customizable American pro-style ranges, cooktops, ovens, and hoods (750+ colors). The BlueStar brand launched in 2002.

Prizer-Painter Stove Works →

Sleep & Bedding · Mattresses - Hybrid Latex

Family-owned organic mattress maker. GOLS organic latex, GOTS organic cotton and wool, hybrid latex over pocket coils. 365-night home trial and 20-year warranty.

Sleep & Bedding · Mattresses - Natural Latex

DIY-friendly natural latex mattresses with swappable layer construction. Three Dunlop latex layers in an organic cotton/wool case. King-size around $2,000 with a 365-night home trial.

Sleep & Bedding · Mattresses - Natural Latex

Third-generation family-owned mattress company specializing in fully customizable latex mattresses. Layered Dunlop and Talalay latex under a zippered organic cotton cover. Customers can reconfigure firmness by swapping layers.

Sleep & Bedding · Mattresses - Natural Latex

Single-product natural latex mattress brand. Organic latex, organic cotton, organic New Zealand wool. Three firmness options. 100-night free trial with free returns.

Sleep & Bedding · Mattresses - Heritage

Continuously family-owned New York mattress and bed frame maker. Founded in 1855. Mattresses, brass beds, and iron beds in traditional craftsmanship style.

Sleep & Bedding · Mattresses - Hybrid Latex

Family-owned organic mattress maker founded by environmental engineer Barry Cik in 2003 when he couldn't find a chemical-free crib mattress for his grandchild. Modular construction means individual components can be replaced rather than discarding the whole mattress.

Sleep & Bedding · Mattresses - Natural Latex

Self-described as America's first certified organic sleep brand. Made-to-order natural latex mattresses in Colorado. Customizable dual-comfort systems and sculpted surfaces.

Sleep & Bedding · Mattresses - Natural Latex

Vertically integrated natural and organic mattress manufacturer. Founder-led from inception. Customizable latex layers with swappable firmness configurations. GOLS, GOTS, GREENGUARD Gold, USDA Organic, and Oeko-Tex certified materials.

Bags & Packs · Luggage - Softside

Business and travel luggage with lifetime repair warranty.

United States Luggage Company (US Luggage LLC) →

Bags & Packs · Messengers & Slings

Messenger bags, backpacks, and utility gear with signature seatbelt-buckle strap release. Portland, Oregon.

Apparel · Workwear

German technical workwear and safety footwear. Multi-pocket trousers, work jackets, safety boots. Headquartered in Biebergemuend, Hesse.

Engelbert Strauss GmbH & Co. KG / Strauss Deutschland GmbH & Co. KG →

Tools · Pliers & Cutters

German pliers manufacturer. Widely considered the best in the world by tradespeople.

Tools · Screwdrivers & Bits

German screwdriver and bit specialist. Known for Hex-Plus geometry and tool quality.

Tools · Electrical Tools

American electrical tools. Standard-issue for US electricians.

Tools · Power Tools

Japanese power tools. One of the two dominant cordless platforms alongside Milwaukee.

Tools · Precision Tools

German precision tools. Screwdrivers, bits, torque tools.

Tools · Power Tools

Premium German power tools. Dominant among high-end woodworkers.

TTS Tooltechnic Systems →

Tools · Pliers & Cutters

American pliers, specifically tongue-and-groove. Made in Meadville, Pennsylvania.

Tools · Hammers & Striking

American hammers forged from single-piece steel. Rockford, Illinois.

Tools · Measuring & Levels

German levels. Industry standard for professional framers and tile setters.

Tools · Multi-Tools

American multi-tools. Portland, Oregon. Invented the modern pliers-based multi-tool category.

Tools · Multi-Tools

Swiss Army Knife manufacturer. Also kitchen knives and luggage.

Tools · Knives - EDC

American folding knives. Oregon City, Oregon.

Tools · Knives - EDC

American folding knives. Golden, Colorado. Invented the pocket clip and round hole opener.

Tools · Knives - Fixed Blade

American hunting and outdoor knives. Post Falls, Idaho. The 110 Folding Hunter is iconic.

Tools · Knives - Fixed Blade

American fixed-blade survival knives. Manufactured by Rowen Manufacturing in Idaho.

Tools · Knives - EDC

Premium American folding knives. Boise, Idaho. Sebenza is the benchmark high-end folder.

Tools · Automotive Tools

American professional automotive and industrial tools. Predominantly truck-route sales model, though their online catalogue is easy to use too.

Bags & Packs · Backpacks - EDC

American rucksacks, originally built for military use. Bozeman, Montana.

Bags & Packs · Backpacks - Technical/Outdoor

Outdoor apparel and gear. Ventura, California.

Patagonia Purpose Trust / Holdfast Collective →

Bags & Packs · Duffels & Weekenders

American-made military-grade travel bags. Billings, Montana.

Bags & Packs · Camera Bags

Camera bags, straps, and travel gear. San Francisco.

Bags & Packs · Backpacks - EDC

Minimalist EDC and gym backpacks. San Francisco.

Bags & Packs · Backpacks - EDC

Technical EDC packs. Bozeman, Montana. Founded by ex-Patagonia and Mystery Ranch designers.

Bags & Packs · Backpacks - EDC

Australian wallets and bags. Certified B Corp.

Apparel · Socks

American merino wool socks with unconditional lifetime warranty. Northfield, Vermont.

Apparel · Socks

American merino wool socks. Steamboat Springs, Colorado. Founded by ex-Smartwool people.

Apparel · Workwear

American workwear. Dearborn, Michigan.

Apparel · Flannel & Insulation

American wool blankets, flannel shirts, blankets. Portland, Oregon.

Apparel · Pants & Bottoms

Technical menswear designed and produced in New York.

Apparel · Workwear

American made workwear. Shawnee, Oklahoma.

Apparel · Outerwear - Heritage

American leather jackets and outerwear. Perfecto motorcycle jacket.

Eyewear · Prescription Frames

New York family-owned optician and frame maker.

Eyewear · Online Retailer

Direct-to-consumer prescription eyewear.

Eyewear · Prescription Frames

Japanese low-cost prescription frames, expanding internationally.

Footwear · Heritage Boots

American heritage work boots. Red Wing, Minnesota.

Footwear · Work Boots

Handmade work boots. Spokane, Washington.

Footwear · Heritage Boots

Canadian handmade heritage boots. Victoria, British Columbia.

Footwear · Dress Shoes

American dress shoes. Middleborough, Massachusetts.

Footwear · Heritage Boots

American handmade moccasins and boots. Berlin, Wisconsin.

Footwear · Casual Shoes

Direct-to-consumer leather boots. New York.

Tools · Power Tools

Premium professional power tools, anchors, and construction equipment. Rental and direct-sales model rather than retail.

Tools · Power Tools

German power tools, part of the much larger Robert Bosch GmbH industrial group. The tool division is a small fraction of the overall Bosch business.

Robert Bosch GmbH (92% owned by Robert Bosch Stiftung) →

Bags & Packs · Luggage - Softside

American travel luggage and packing organizers.