“It’s hard to beat a Browning.” I can still hear my father-in-law, Pop, giving his 2¢ about good rifles, and I took everything he said as if it were weighted in gold. An iconic hunter in his own right, he lived life on his terms, hunting hard and often for 75 years — the only seasons he missed were while he served on a diesel submarine during the Korean War. To be honest, “Eugenius” as his friends knew him, had a “few” rifles to his name and had killed more deer in his 75-year run than he could recall. “I don’t know how many deer I’ve killed in my life, but it’s a lot.”

While Pop killed deer, pronghorns and scores of other huntable wildlife before I wandered along and throughout the 20 years we hunted together, his favorite was elk in his home state of Montana. He hunted hard all his life and even in his last season, at 84, took a great elk at high elevation with his Browning X-Bolt Medallion .325 WSM — in his later years, his favorite elk rifle. It’ll be a bittersweet trip about a week after I write this feature to go home to Montana and bring that rifle back for my son. In the short list of heritage driven, truly legendary outdoor companies and brands like W.R. Case Knives, Colt, Winchester, Woolrich and select others, Browning most certainly ranks among the “Best there is.”

The good news, as you can imagine, is that while Browning’s legacy and an empire through the manufacture of reliable firearms, the iconic brand diversified many moons ago to include an array of products designed to enhance outdoor experiences for consumers, from rifles, handguns, bows and crossbows to sleeping bags, tents, flashlights, knives and yes, apparel. While Browning’s firearm design, development and manufacture shows no sign of slowing down, even after 138 years, the company’s role and indeed reputation for quality has definitely bled over into expanded apparel offerings — one great example is Browning’s Hell’s Canyon Speed lineup.

Unveiled at the 2016 SHOT Show, Browning Hell’s Canyon Speed apparel turned the heads of retailers throughout the 650,000 square-foot showroom floor. And for good reason — when it comes to the finicky tastes of your diverse customer base, Browning’s Speed line seems to have a little something for everyone — especially in proprietary A-TACS camo, designed by veterans, that appeals to hunters, law enforcement and tactical fans alike — yes, it’s true. Browning maintains exclusive rights to A-TACS camo patterns Arid Urban and Foliage Green patterns. A-TACS camo as a whole has achieved enormous popularity in hunting, law enforcement and even competitive shooting circles and Browning’s two A-TACS camo patterns handily break up your customers’ outlines in most environments, in every season. Of course, it’s worth mentioning that beyond Browning’s proprietary patterns, A-TACS also outfits professional and recreational consumers who take life by the horns in urban or snowy environments.

Anytime, Anywhere

True to Browning’s M.O., Speed clothing was not only well received by retailers and consumers in 2016; the line has grown considerably to include all manner of clothing your customers need for outdoor pursuits.

Billed as light and fast, with superior protection, Hell’s Canyon Speed clothing is designed for both efficiency and adaptability. In fact, Browning’s forward-thinking, purposeful approach to layering, without compromising comfort and protection, makes Speed a perfect solution for most conditions in which your customers find themselves, including warm, cool, wet and downright cold environments, from desert floors to snow-capped mountaintops. Even better, one of Hell’s Canyon’s most buzzworthy features is sizing. Garments are specifically sized for wear over lower layers.

More than layering and temperatures, protection and comfort for your customers’ active lifestyles Hell’s Canyon Speed clothing was intentionally designed to fit your customers, and their active outdoor lifestyles, exceedingly well.

Something for Everybody

Apparel companies learned early the importance of complete lineups quickly and Browning is no exception. When it comes to themes and colors, camouflage included, customers want to look good in the woods in clothing they can expect to last more than just a season or two — even better for retailers, in a world of you-get-what-you-pay-for, they are willing to pay for it, especially when they trust the brand, and Browning certainly has reputation nailed down.

From the beginning, Browning set out to build a better mousetrap, so to speak, in the Speed line. The company wanted to offer clothing where every layer can effectively be the outer, depending on weather conditions, changing temperatures and diverse natural surroundings. Designers performed exceedingly well in all areas, including the latter by acquiring proprietary use of A-TACS Arid Urban (AU) and Foliage/Green (GF) patterns.

Developed by veterans, A-TACS camo has been incredibly popular with other military veterans, special operators, law enforcement, competitive shooters, and now, hunters and other outdoor enthusiasts. Proprietary use of both patterns not only provides effective break-up of your customers body shapes, the colors help them blend in with their surroundings to remain undetected by wildlife capable of seeing colors. From dry, muted landscapes to rich, green woods and marshlands, A-TACS conceals exceptionally well.

Perhaps equally as important as effective concealment, Browning’s exclusive use of the two A-TACS camouflage patterns further differentiates Speed apparel from anything else on the market. It’s worth noting now that while A-TACS F/G is incredibly popular, Browning has changed its camouflaging up a bit by transitioning from F/G to A-TACS’ new Tree/Dirt Extreme (TDE). The move makes the latest Speed apparel even more adaptable to natural environments. The latest Speed products also introduce flat colors like charcoal and khaki.

With Browning’s Speed lineup, from base layers to outer shells and charcoal/khaki to A-TACS AU and TDE, your customers should be ready for just about anything their hunting lifestyle throws at them. With all bases seemingly covered, it makes sense for retailers to carry as much of a product line like Speed as makes geographic sense considering today’s customers are looking for one-stop-shopping experiences. Carrying a full array of hunting apparel designed to work together makes good sense and the brand certainly isn’t plagued by lack of or a poor reputation. Circling back here, when customers see the Browning logo, they already know quality, durability and reliability are there.

Past and Present

Although the Hell’s Canyon Speed Line is still relatively young, not yet three years old, Browning has made some significant changes, including the camo pattern change previously mentioned, due largely to improved fabric design and technology. If you’re already a Browning Speed clothing dealer, it’s worth noting products you carry that may no longer be available — restocked, replaced or otherwise supported.

The following Speed products are no longer available. If you currently carry these items, be prepared to make some inventory changes. Discontinued products include Trailhead Hoodies, Javelin Pants, MHS Bottoms, Plexus Short Sleeve Mesh Shirts, Shrike-FM Jackets, Shrike-FM Vests, Hellfire Jackets, Hellfire Gloves, Phase ¼-Zip Tops, Phase Beanies, Phase Neck Gaiters, Phase Liner Gloves and Backcountry Gloves.

Current Hell’s Canyon Speed clothing series like Backcountry, Hellfire, Rain Slayer, Shrike, MHS and Phase are still supported and even boast some great upgrades. The only remaining product for Trailhead is a beanie; the Speed Cap A-TACS (AU) also remains. The remaining products, both still available in A-TACS AU and FG, have been popular with customers and still get traffic through your retail door. Those items include Hellfire Pants, Rain Slayer Pants and Jackets, Shrike Vests and Jackets, Phase Pants, MHS ¼-Zip Tops and Backcountry Pants, Vests and Jackets.

Recent Additions

Recently, Browning introduced Speed’s ETA, Javelin, Riser and Youth series apparel while sprinkling in improvements to popular Rain Slayer, Hellfire, Backcountry, MHS and Plexus clothing.

Rain Slayer, a lightweight and packable outer shell of protection, gets an upgrade with bonded, 3-layer Gore-Tex technology. The new technology bonds Gore-Tex to the inner and outer linings to eliminate movement between layers. Rain Slayer fans also get a new designation, Fast and Mobile (FM). FM-designated apparel is specially designed to complement today’s active hunting lifestyle with unrestricted range of motion and overall on-the-go mobility. As a side note here, Rain Slayer gloves feature 2-layer Gore-Tex protection.

The ETA series of lightweight packable rain gear also joined the Speed lineup in 2018 with two-layer Gore-Tex FM pants and jackets. Like Rain Slayer, ETA’s Gore-Tex layer is bonded to the outer shell; however, the inner layer is detached for even greater range of motion.

Hellfire’s jackets and pants also turned up the heat with insulated 3-Layer Gore Windstopper Gore-Tex windproof, water-resistant, breathable fabric. Hellfire Windstopper Jackets and Pants are perfect for customers who like to spend time in places where the mercury is known to plummet.

Like Hellfire, new Hell’s Canyon Speed Backcountry-FM 3-Layer Gore Windstopper Jackets and Pants feature 3-layer Gore Windstopper technology and are well suited for biting wind. The protective quality and lightweight, ultra-breathable features of the Backcountry make it the right choice for hunting in moderately cold environments.

New Hell’s Canyon Speed Javelin-FM series pants, jackets, vests and gloves are the perfect for customers hunting in cool temperatures. Exceptionally rugged, Javelin apparel is breathable yet tear and water-resistant. Browning states Javelin series Speed clothing protects hunters from thick brush and, if soiled, can be rinsed in a stream, shaken off and then immediately worn again. The gloves also include double-weave soft-shell fabric and perforated synthetic-leather palms.

For the MHS series of Hell’s Canyon Speed apparel, Browning added MHS-FM base layers. The new shirt and bottom boast rapid moisture wicking technology, A-TACS camouflage trim and itch-free merino wool. For the top, merino wool is used around the trunk, under-sleeves and on the cuffs for added warmth where your clients need it most. The bottoms feature merino wool and A-TACS camo fleece trim.

Plexus also received a comfort improvement for 2018 for mesh short-sleeve and long-sleeve shirts. The new shirts feature a lightweight, breathable polyester-mesh hybrid fabric, FM designation for greater comfort and mobility and integrated mesh underarms. Both are available in A-TACS AU and TDE.

Speed’s Riser-FM Long Sleeve Shirt and gloves also were unveiled this year. Both are constructed of a lightweight, breathable, moisture-wicking polyester-spandex blend for comfort and durability in your hunting customer’s outdoor world. The shirt features a charcoal trunk with A-TACS camo sleeves, scent control technology, thumbhole sleeves and anti-chafing nylon stitching.

In an effort to underscore the something for everybody approach to Hell’s Canyon Speed clothing, Browning also introduced the line’s Youth series. The series comprises of a ¼-zip top, long-sleeve shirt and pants. The three offerings include Browning’s Pre-Vent waterproof, windproof and breathable technology; all are constructed of 100-percent polyester. The lightweight shirt is perfect as an outer layer in mild temperatures, as a base layer when temperatures drop and includes an integrated facemask and hood for full-concealment. The mid-weight ¼-zip pullover jacket features brushed polyester and a chest pocket. The pants also are lightweight and breathable with open hand pockets, a back pocket, thigh pocket, tapered leg cuffs and an elastic waistband complete with a drawcord for a tighter fit.

The Bottom Line

Browning’s Hell’s Canyon Speed apparel sits well within the ranks of other premium products that have served to bolster the company’s brand equity, perceived value, and to that end, real value in a you-get-what-you-pay-for world. While consumers are always on the prowl for good deals, they also understand this simple truth. Consumers also look for convenience. The greater the variety of goods, the more prone customers are to visiting, staying and purchasing. Those retailers unwilling to cater to the one-stop-shop demands of today’s consumers are losing prospective buyers, sometimes before they ever show up. As a hunting retailer, offering a well-rounded line of apparel like Browning’s Hell’s Canyon Speed lineup is definitely worth considering.

For more information on Browning Hell’s Canyon Speed clothing, visit www.browning.com.