Behind Backroad Weekend Co.

For years, Kari and her crew at Furlong Design Studio built brands for other people. Good ones. Brands they were proud of. But at some point, you start wondering what you'd make if you were making it for yourself.

So they asked.

Kari, her daughter-in-law Anna, and longtime friend Nicky sat down one day and asked a simple question: what would we actually want to wear?

The answer came easy.

They're the people who show up with a full cooler and stay until the fire burns down to coals. Who don't need a reason to be on the water — just a boat and an open afternoon. Who turn a Tuesday golf cart ride into a social event and a Friday bonfire into a story worth telling. Cold drink in hand. Nowhere to be. Good company all around.

That's the person this brand was built for.

Turns out, she's all three of them.

So they built it — apparel for dock days, backroads, tailgates, and the kind of weekends that don't need a plan to be perfect. Every piece is designed and fulfilled right out of our shop in Wisconsin. No middlemen. No shortcuts. Just good gear made with intention, by people who actually wear it.

44.6403° N, 92.6106° W. That's home. And we're just getting started.

Cold drinks. Open roads. See you this weekend.

— Kari, Anna & Nicky