A brand that requires no introduction to the keen and seasoned huntsmen of North America, 10x has been a leading supplier of technical apparel designed for the field since it was established in 1934. The brand is highly regarded for their contemporary camouflage gear, now produced by its parent brand, Walls, who operate the 10x label as a subsidiary range. Once upon a time, however, 10-x (as the brand’s name was initially styled) was a sought-after maker of hunting apparel for the most discerning outdoorsmen and country gentlemen alike. Borrowing heavily from the traditional stylings of American sportswear and British countrywear outfitters, their label could be found in the wardrobes and lockers of many upper class gentlemen across the Northwest and Midwest, men who demanded well-tailored and stylish pieces that would not look out of place at the most distinguished hunting breakfasts or the grandest of lodges post-shoot.

— THIS BRAND IS NO LONGER IN PRODUCTION —

ABOUT

The brand was established as the 10-x Manufacturing Company in Des Moines, Iowa during the Great Depression when the city experienced some of the worst weather in its history. Record head, record rain, draught and more. Life for those who dependended on the outdoors for sustenance and salary was hard that year. 10x was launched as a technical apparel outfitter to support the needs of the demanding conditions that beset the local market. Their mission was to offer “America’s finest sportswear” to the keen hunter, ranchers and men of the land. They specialised in rugged outerwear and technical apparel, typical of the era.

The label became especially known for their high-quality canvas and cotton shooting coats, often featuring reinforced leather elbow and shoulder patches and cartridge pockets, designed for the sporting rifleman. Vests, hats (especially Blizzard caps in the style made famous by the Kromer brands), shooting gloves, leather goods, gun slips and other items were also produced alongside their sportscoats. 10x pieces in blaze orange were a hit with their customers as were waxed field coats of duck canvas, corduroy, twill and moleskine, similar to the style that made Barbour famous.

The brand remained niche, known to connoiseurs and sporting gentlemen across the United States but never expanded further, unlike rivals such as Filson and Orvis. In later years, 10x would focus heavily on performance outerwear, positioning itself as a heavy-duty, technical outdoor wear brand. 10x coats were manufactured using materials like Gore-Tex and microfibre fleece, presented using modern camouflage patterns (such as Realtree and Mossy Oak).

The brand was acquired in the 1990s by Dallas-based workwear giant, Walls Holdings (famously the preferred overall maker to the oil industry). Walls incorporated the 10x brand within their own brand, offering it as a premium line of technical camofluage wear for hunters and operators in the field. A dissolution notice was filed in Iowa in 2007 for the 10-x company.

In 2012, Walls was acquired by Williamson-Dickie Manufacturing Company, parent of the legendary Dickies brand, with 10x joining other stablemates such as Big Smith, Duxbak, Kodiak, Liberty, Terrra, and Workrite alongside those other brands.

The 10x brand was relaunched in 2015 at the ATA (Archery Trade Association) show with a new line introducing advanced four-way stretch fabrics, ultra-quiet moisture-wicking layers (measuring at an incredibly quiet 60 dB to prevent scaring game), and specialized Real Tree camo patterns.

Though highly regarded by vintage collectors and hunters for its elite weatherproofing and durability, sadly, the standalone 10X commercial line has largely faded from active production following corporate restructurings (including VF Corporation’s later acquisition of Dickies in 2017). Today, its legacy lives on through standard Walls Camo Gear where the 10x name sometimes appears. It will be interesting to see what the recent acquisition of Williamson Dickies by Bluestar Alliance might mean for this brand.

Original 10-x pieces remain highly sought after on secondary vintage sportswear markets – most often found on ebay.com or etsy.com (for which you can use our affiliate links if you would like to pick up such pieces). From time to time you might find yourself a rare piece at your local thrift store.

If you know more about the history of this brand that you can tell us, we would love to hear from you in the comments, or point us to any similar makers.

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