Founded in 2013, Buck Mason has often been unfairly clumped into a peer group with other D.T.C. brands from the early 2010s, like Everlane and Outdoor Voices, that have either struggled, gone bust, or thrown out their original plan. But founders Erik Ford and Sasha Koehn decided not to raise venture capital. Instead, they launched Buck Mason with a relatively small pool of money from friends and family and angel investors, and subsequently made intelligent choices regarding manufacturing and distribution partners. In 2024, the company surpassed $100 million in net revenue, and it has become an attractive target for private equity investors and strategic groups alike.