What happens when a group of college bandmates trade in their instruments—at least part of the time—for designing some of the most distinctive outdoor lifestyle apparel on the market? Trailheads caught up with Mason Brent, Wholesale Director and partner at Howler Brothers, to talk about the brand’s origins, the creative spark that drives their ever-evolving designs, and how the rhythm of music still plays a role in their journey.

Trailheads: Who are the Howler Brothers? How did you come together and launch the brand?

Brent: The Howler Brothers are a group of friends (myself included), that came together in the late 2000s to create a clothing brand.  The story behind this group of friends goes back to the late ’90s however, when we formed a band in college.  Long story short, the musical collaboration that we’ve shared for years went on to form the basis of Howler Brothers.

Trailheads: Talk about the vibe of your line and the range of merchandise

Brent: Howler is an outdoor lifestyle clothing company through and through, but we like to think we offer a vibe that is all our own.  And by that I mean our sources of inspiration, which are all over the place, have led us to aesthetic perspectives that make for fun and interesting designs.

One of the fun things about selling Howler is how much change is involved one season after the next.  The Spring/Summer line is very distinct from the Fall/Winter line, and hardly any colorways carry over from one season to the next.  Each new line feels fresh as a result.

Trailheads: What is your retail distribution like and how would you like to grow it?

Brent: Revenue from our retail distribution is definitely weighted toward outdoor specialty.  We sell to surf shops, fly fishing shops, and boutiques as well, but our partnerships within outdoor specialty are extremely valuable to us. Expanding our presence in that space is appealing because it often leads to great partnerships.

Trailheads: What else does the future hold?

Brent: As far as the future goes, I see a lot more of the same.  By that I mean holding down my day job at Howler while throwing in a tour here and there with one of our bands.  The music side of our relationship is a great balance to the Howler side.

Trailheads: What is the greatest outdoor adventure you’ve had in the past year?

Brent: This past September, I went back into the wilderness below Yellowstone for the second year in a row.  This is a horseback riding, camping, and fly fishing trip I’ve done with friends.  Definitely a classic Wyoming trip!

Trailheads: As a musician, you must have some connection to Nashville.

Brent: I’ve gotten to know Nashville pretty well over the last decade or so.  The other band that I’m in (Leon III) has spent a good bit of time recording and performing in Nashville. This band also includes a Howler partner.

On another note, I hear that the 100^th anniversary of the Grand Ole Opry will be happening around Switchback in June.  What a great bonus!

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Switchback Spring, the education and business gathering for the outdoor industry community, has opened attendee registration for the event taking place June 16-18, 2025, in Nashville, TN. Registration is open to retailers, media, and outdoor industry professionals. 

To register and secure housing for Switchback Spring visit this page.