about

Hi! I'm Sanders and I'm on a mission to humanize the outdoors.

I started frontcrunchy in 2025 because I felt that too many people and too many outdoor brands take themselves too seriously. In a world of FKTs and ultramarathons, getting outside can feel competitive and intimidating. That's why I founded frontcrunchy on humility, humor, and the belief that you don’t have to go “all in” to enjoy the outdoors. Our tagline is “go halfway” and we believe there is power in that.

We make silly shirts but we are so much more than that. We are a community of halfway-ers that roast marshmallows and each other at the campsite. We own who we are and wear it proudly with our frontcrunchy swag. When we can laugh at ourselves and each other, then we all become equal and feel better in the ways that we get outside, however we get outside.

We may not be hardcore, but we are outdoorsy enough to be a little crunchy.

Vision: We believe everyone deserves access to outdoor experiences that feel meaningful and fun — however and wherever they get outside.

Mission: To build a community that celebrates getting outside in your own way — and to make apparel that lets you wear your identity, your humor, and your halfway energy out loud.

Values

Humility: We are serious about taking ourselves unseriously. 

Humor: We show up, try our best, and laugh at our friends when they trip over rocks.

Authenticity: We accept who we are and embrace it.

Stewardship: We take care of the places we play — even if we only make it to the trailhead bathroom.